新零售发展的逻辑审视与策略分析  

Review of the development logic of new retail and analysis of its development strategy

作　　者：王宝义[1] WANG Baoyi(School of Traffic and Logistics Engineering, Shandong Jiaotong University,Jinan 250357,Shandong, China)

机构地区：[1]山东交通学院交通与物流工程学院,山东济南250357

出　　处：《长安大学学报（社会科学版）》2020年第5期86-96,共11页Journal of Chang'an University(Social Science Edition)

基　　金：教育部人文社会科学研究项目(18YJC790155);山东交通学院博士科研启动基金项目(BS2018030);“攀登计划”重点科研创新团队资助项目(SDJTUC1803)。

摘　　要：新零售之于零售系统变革已取得阶段性成效而逐渐向供应链整合拓展,为了总结新零售的前期经验和把握新零售的发展趋势,通过理论分析和实践论证,对其发展的多维逻辑进行审视。研究认为,深化对新零售的认识,狭义上可以理解为线上线下与物流深度融合的典型模式,广义上可以理解为以消费者体验为中心的,具有网络协同和数据智能特征,追求系统最优的高效化和低熵化零售模式;透视新零售的核心和本质,总体上新零售围绕人-货-场核心要素进行变革和重构,追求成本、效率、体验的本质;审视新零售的多维发展逻辑,消费变革和信息技术支撑为新零售发展提供支撑和动力,零售系统变革和供应链整合是其发展的基本逻辑,消费中心需求满足和高效、低熵零售系统是新零售的基础和目标;促进新零售的发展,总体上要坚持“小而精”业态与“大而广”平台相结合的发展路径,着力构建以龙头企业为主导的新零售生态体系,要注意把握好成本、效率、体验相统一的关系。New retail has achieved phased results in the reform of retail system and gradually expanded to supply chain integration.Under this background,the multi-dimensional logic of its development is examined to summarize the early experience of new retail and grasp its future development trend,based on theoretical analysis and practical demonstration.This study finds that,to deepen the understanding of new retail,in a narrow sense,it can be understood as a typical mode of in-depth integration of online and offline and logistics,while in a broad sense,it can be understood as a high-efficiency and low-entropy retail mode centering on consumer experience,featuring network collaboration and data intelligence,and pursuing the optimal system.Looking at the core and essence of new retail,on the whole,it conducts reform and restructuring around the core elements of people,goods and venue,and pursues the essence of cost,efficiency and experience.As for the multi-dimensional development logic of new retail,consumer change and information technology support provide assistance and impetus.The retail system reform and supply chain integration are the basic logic of its development.Consumer demand satisfaction and efficient,low-entropy retail system are the foundation and goal of new retail.To promote the development of new retail,we should adhere to the development path combining the type of operation that is"small-scale and sophisticated"with the platform that is"covering a large and extended area",focus on building a new retail ecological system dominated by head enterprises,and pay attention to the unity of cost,efficiency and experience.

关 键 词：新零售 盒马鲜生 低熵化 供应链 零售系统 数据智能 网络协同 消费者 

分 类 号：F724.2[经济管理—产业经济]