数字经济背景下一线城市零售品牌发展之路  

The Development Path of Retail Brands in First-tier Cities under the Background of Digital Economy

作　　者：刘兰鸽 刘子嘉 李雯琳 Liu Lan’ge;Liu Zijia;Li Wenlin(School of Economics and Management,Chang’an University,Xi’an,Shaanxi 710064)

机构地区：[1]长安大学经济与管理学院,陕西西安710064

出　　处：《中国商论》2024年第4期5-8,共4页China Journal of Commerce

基　　金：国家级大学生创新创业训练计划项目“乡村振兴背景下区域农产品品牌建设研究——以陕西省为例”(s202310710015)。

摘　　要：当前,数字经济和数字技术的发展已成为驱动经济发展的重要引擎,并推动零售行业进行数字转型发展。新零售是数字技术深入发展的新结果,通过数字技术的驱动,重构了零售活动的各个环节。随着数字经济的发展,一线城市的零售品牌也展现出新趋势,数字化和技术的快速进步使消费者对品牌和产品认知及需求不断变化,也促使零售品牌不断革新以适应市场的发展变化。同时,作为经济发展的中心城市,一线城市消费者对品牌和消费环境的要求越来越高,在此背景下,一线城市零售品牌的发展越来越具有挑战性。鉴于此,本文旨在论述一线城市零售品牌的发展情况,并重点提出数字经济下一线城市零售品牌的发展之路,以期为零售业的发展提供理论参考。The development of digital economy and digital technology has become an important engine driving economic development and driving the digital transformation and development of the retail industry.New retail is a new outcome from the enhanced development of digital technology.Driven by digital technology,new retail reconstructs various aspects of retail activities.With the development of the digital economy,retail brands in first-tier cities are also showing new trends.The rapid advancement of digitization and technology is constantly reshaping consumer perceptions and demands for brands and products,prompting retail brands to constantly innovate and adapt to market developments.Meanwhile,first-tier cities,the hub of economic development,has led their consumers to have increasingly high requirements for brands and consumption environments.In this context,the development of retail brands in first-tier cities has become increasingly challenging.In view of this,the article aims to discuss the development of retail brands in first tier cities and focus on proposing the development path of retail brands in these cities under the digital economy,in order to provide theoretical guidance for the development of the retail industry.

关 键 词：数字经济 一线城市 零售市场 零售品牌 消费经济 

分 类 号：F724.2[经济管理—产业经济] F062.3