数字经济赋能“新消费新业态”商业生态体系构建——以场景体验式“新零售”企业为视角  

Construction of Business Ecosystem of"New Consumption and New Formats"Empowered by Digital Economy

作　　者：黎传熙 Li Chuanxi

机构地区：[1]广东理工学院经济管理学院,广东肇庆526100

出　　处：《企业经济》2023年第6期109-120,共12页Enterprise Economy

基　　金：广东省教育厅普通高校特色创新类项目“‘双循环’背景下构建粤港澳大湾区新型消费城市的路径研究”(项目编号:2021WTSCX111);广东理工学院校级科技项目暨“创新强校工程”科研项目“提升粤港澳大湾区新型消费城市的路径及策略研究——以肇庆市为例”(项目编号:2021GKJSK014);肇庆市哲学社会科学规划项目“数字经济赋能肇庆‘新消费新业态’商业生态体系构建研究”(项目编号:23GJ-132)。

摘　　要：受现代信息技术推动的影响,在数字经济深耕实体经济的时代背景下,居民消费结构和消费习惯皆发生显著改变,推动零售业业态发生重大变革。传统零售企业经营瓶颈日益凸显,零售市场及业态面临新的挑战,函需不断革新业态模式,以适应日新月异的市场环境变化,满足不断升级的消费需求。本文以场景体验式新零售企业为案例研究对象,遵循零售业态革新的底层逻辑,剖析数字经济赋能零售业的动力体系,对“新消费体验升级”““人货场”重构”“数据赋能”“价值链深耕”等作用机理进行诠释,从而实现“数字经济+场景体验”双重作用力下新零售业态“品牌魅力”“用户流量”“数字信息技术”和“商业模式创新”的价值变现,为构筑“新消费新业态新模式”下的数字经济赋能零售业新商业生态体系探索实践路径。Influenced by modern information technology,under the background of digital economy deeply cultivating the real economy,residents consumption structure and consumption habits have undergone significant changes,promoting major changes in the retail industry.The business bottleneck of traditional retail enterprises is increasingly prominent,the retail market and business format are facing new challenges,and it is urgent to constantly innovate the business model to adapt to the changing market environment and meet the constantly upgrading consumer demand.This paper takes the scene experiential new retail enterprise as the case study object,follows the underlying logic of retail format innovation,and analyzes the power system of digital economy to empower the retail industry,and interprets the mechanism of"new consumption experience upgrade","human goods yard'reconstruction","data empowerment"and"deep value chain cultivation",so as to realize the value realization of"brand charm","user flow","digital information technology"and"business model innovation"under the dual force of"digital economy+scene experience",This paper explores the practical path for constructing a new business ecosystem of digital economy-enabled retail industry under the"new consumption,new business form and new mode".

关 键 词：数字经济 新消费新业态 商业生态体系 场景体验 新零售 

分 类 号：F715[经济管理—产业经济]