数字化背景下我国零售业跨界与融合创新发展研究  

Research on the Cross-sector and Integrated Development of China's Retail Industry in the Context of Digitalization

作　　者：张艳 ZHANG Yan(Business School, Beijing Wuzi University, Beijing 101149, China)

机构地区：[1]北京物资学院商学院,北京101149

出　　处：《北京工商大学学报（社会科学版）》2022年第4期22-32,共11页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：国家社会科学基金项目“新形势下零售商业模式创新路径研究”(20BJY185);北京物资学院校级课题“数字经济背景下北京新零售体系创新研究”(2021XJKY02)。

摘　　要：数字化背景下我国零售业跨界与融合面临新的机遇和挑战。为此,从跨界与融合的内涵出发,研究了不同零售商业模式下的跨界与融合发展,分析了零售业跨界与融合的驱动因素及其类型,通过阿里巴巴典型案例剖析零售业跨界与融合的形成机理。研究发现:(1)跨界与融合助推了零售业商业模式从低级向高级发展;(2)驱动零售业跨界与融合动因包括社会资本、技术创新、国家政策和数字技术等;(3)零售业跨界与融合的主要类型从结构、内容、方向、方式四个方面来划分:结构上划分为跨产业、跨行业、跨业态、跨品牌,内容上划分为渠道、技术、服务、场景等,方向上划分为前向一体化、后向一体化和横向一体化等,方式上划分为市场引导和政府引导等;(4)阿里巴巴集团实现跨界与融合的动力源于国家政策、企业技术创新和内外部资本等。地方政府应加大数字化投入,扶持传统零售企业数字化转型升级;零售企业应进一步以顾客需求为导向,推动创新,促进企业的跨界与融合。In the context of digitalization,the cross-sector and integrated development of China's retail industry embraces opportunities and faces challenges.Therefore,this paper studies the cross-sector and integrated development between diverse retail business modalities and its drivers.Then,it analyzes the types and uses the typical case of Alibaba to reveal the underlying laws of retail cross-sector and integrated development.We came up with the following findings.(1)Cross-sector and integrated development has propelled the upgrade of retail business mode.(2)Drivers for the cross-sector and integrated development include capital,technical innovation,state policy and digital technology.(3)The main types of retail cross-sector and integrated development can be divided into four aspects:structure,content,direction and pattern.In terms of structure,it can be cross-industry,cross-trade,cross-format and cross-brand;in terms of content,it is composed of channel,technology,service and scenario;in terms of direction,it can be forward integration,backward integration and lateral integration;and in terms of pattern,it can be the market-driven or government-driven one.(4)It is state policy,business technological innovation,and internal and external capital that drive Alibaba to achieve cross-sector and integrated development.Local governments are expected to increase their investment in digitalization to support the digitalized transformation and upgrade of traditional retail businesses.In addition,retail businesses are expected to take into account their clients'demand to undertake innovation so as to realize cross-sector and integrated development.

关 键 词：数字化 零售业 跨界与融合 商业模式创新 典型案例 阿里巴巴 新零售体系 

分 类 号：F724.6[经济管理—产业经济]