新零售驱动消费革命的实现逻辑——基于盒马鲜生平台的数字化实践  

The Realization Logic of New Retail-driven Consumption Revolution Taking Hema's Digital Practice as an Example

作　　者：尹瑶 叶敬忠[1] YIN Yao;YE Jingzhong

机构地区：[1]中国农业大学人文与发展学院,北京100193

出　　处：《农业经济问题》2024年第6期45-57,共13页Issues in Agricultural Economy

基　　金：国家社会科学基金重大项目“从脱贫攻坚到乡村振兴的有效衔接与转型研究”(编号:20&ZD163)。

摘　　要：作为消费领域新的商业范式,新零售正在成为经济社会高质量发展的新引擎和新动能。本文以新零售平台盒马的数字化实践为例,透视新零售的多维属性和发展逻辑,深入剖析新零售驱动消费革命的实践机理。研究发现,新零售在组织形态、场景、信息、消费者权力、技术网络等维度塑造了崭新的消费生态,并成为消费领域新的范式革命。新零售催生出大型帝国式组织与社会技术网络——新零售平台,其通过构建消费空间、确立消费参照系、制造消费话语、充实消费内容、重构消费追溯体系等方式驱动了新一轮消费革命,推动新型消费蓬勃发展。As a new business paradigm in the consumption field,new retail is becoming a new engine and new driving force for high-quality economic and social development.Taking the digital practice of Hema,a new retail platform,as an example,this study looks at the multidimensional attributes and development logic of new retail,and deeply analyzes the practical mechanism of new retail driving the consumption revolution.The study finds that new retail has shaped a brand-new consumption ecology in the dimensions of organizational form,scene,information,consumer power,and technology network,and has become a new paradigm revolution in the field of consumption.New retail has given birth to a large-scale empire-style organization and social technology network,the new retail platform,which drives a new round of consumption revolution and promotes the vigorous development of new consumption by constructing consumption space,establishing a consumption reference system,creating consumption discourse,enriching consumption content,and reconstructing the consumption traceability system.

关 键 词：新零售 新型消费 数字化消费 盒马 消费革命 

分 类 号：F724.6[经济管理—产业经济] F49