困境、破局与重构:新零售对消费者主权的新诠释  

Dilemma,Breaking and Reconstruction:A New Interpre-tation of New Retail to Consumer Sovereignty

作　　者：周茂君[1] 李玉蝶 Zhou Maojun;Li Yudie(Wuhan University,Wuhan,430072)

机构地区：[1]武汉大学新闻与传播学院,武汉430072

出　　处：《现代广告》2020年第3期7-14,共8页Modern Advertising

基　　金：2017年度国家社科基金项目“中国新媒体广告规制研究”(项目批准号:17BXW094)的阶段性成果。

摘　　要：在当前的零售业市场环境下,传统实体零售在电商的冲击下溃不成军,传统电商则因缺乏购物体验即将触及发展的"天花板",彼此间形成"围城困境"。"新零售"绝非简单的线上线下融合,也不仅仅是新技术带来的基础设施升级,它本质上是为了顺应崛起的中产阶级和新生代消费者的高水平需求。新零售企业应该以对"人"的关注作为破局点,通过对零售三要素"人、货、场"的全面重构,对"消费者主权"做出新的诠释。In the current retail market environment,Traditional physical retailing has not broken down under the impact of e-commerce.Traditional e-commerce has soon touched the"ceiling"of development due to lack of shopping experience,thus forming a"surrounding city dilemma"."New retail"is not simply a combination of online and offline integration,nor is it an infrastructure upgrade brought about by new technologies.It is essentially to meet the high level of demand of the rising middle class and new gener-ation of consumers.New retail enterprises should take the attention of"people"as a break point and make a new interpretation of"consumer sovereignty"through the comprehensive reconstruction of the three elements of retail"people,goods and fields".

关 键 词：新零售 网络零售 消费者主权 新零售之轮 

分 类 号：F724.2[经济管理—产业经济]