新零售背景下零售企业转型路径选择研究——基于fsQCA方法  

On Selection of Retail Business s Transformation Path under Background of New Retail:Based on fsQCA Method

作　　者：周广澜[1] 李怡霏 王健[2] ZHOU Guang-lan;LI Yi-fei;WANG Jian(Zhejiang Gongshang University,Hangzhou Zhejiang 310018,China;School of International Trade and Economics,University of International Business and Economics,Beijing 100105,China)

机构地区：[1]浙江工商大学,浙江杭州310018 [2]对外经济贸易大学国际经济贸易学院,北京100105

出　　处：《杭州电子科技大学学报（社会科学版）》2022年第5期25-33,共9页Journal of Hangzhou Dianzi University：Social Sciences

基　　金：国家社会科学基金项目(21&ZD154);浙江省自然科学基金项目(LY20G010001)。

摘　　要：文章选取35家零售企业作为研究对象,基于环境学派理论、企业生命周期等理论,设定出四个前因变量以及两条转型路径并对其进行定义、变量测量并进行数据校准。采用模糊集定性比较分析法来分析区域零售环境、经营产品分类、企业创立年限、企业营收涨幅四个因素对企业“购买渠道”和“产品体验”两条路径转型的共同和相互间的作用。结果表明,综合类和单一类零售企业目前皆存在较为强烈的转型升级意愿及行为,零售企业选择在“购买渠道”“产品体验”两条路径的转型是现在及未来的发展趋势。This paper selects 35 retail businesses as the research objects,and sets four antecedent variables and two transformation paths based on the environmental school theory,the enterprise life cycle and other theories to define them,measure their variables and conduct the data calibration.The Fuzzy Set Qualitative Comparative Analysis is adopted to analyze the common and mutual effects of the four factors:the regional retail environment,the operating product categories,the establishing time of the company,and the corporate revenue growth on the transformation of the two paths of the“purchasing channels”and the“product experience”.The results show that both of the comprehensive and the single-type retail businesses have a relatively strong willingness and behavior for their transformation and upgrading.The retail businesses select to transform in their“purchasing channel”and the“product experience”paths is their current and future development trend.

关 键 词：新零售 转型升级 零售企业 路径选择 模糊集定性比较分析法 

分 类 号：F270.3[经济管理—企业管理]