消费体验视角下新零售演化发展逻辑研究
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摘要
从消费体验视角研究新零售的演化发展逻辑,通过案例研究,得到以下结论:新零售以消费体验为中心,在零售前端实现了线上和线下融合,中端以新兴技术为支撑,解决传统零售模式中的消费痛点和发展瓶颈,末端则是零售行业新型柔性供应链体系。在运营模式、与上下游主体关系以及消费体验方面,新零售都与传统零售有着显著的不同。新零售演化和发展的逻辑是:以传统零售的消费体验痛点和发展瓶颈为突破口,以新技术为牵引力,以服务质量和市场利益为内生驱动力。
This paper studies the evolution logic of new retail from the perspective of consumption experience. Through case studies,this study draws the following conclusions: The front-end of new retail realizes the integration of online and offline retail mode. The middle-end solves the consumption pain points and development bottleneck in the traditional retail mode with the support of emerging technology,while the back-end is the flexible supply chain system of retail industry. New retail is different from traditional retail in operation mode,relationship with upstream and downstream main body and consumption experience. The logic of the evolution and development of new retail is taking the traditional retail consumer experience pain point and development bottleneck as the breakthrough point,taking the new technology as the traction and taking the service quality and the market benefit as the endogenous driving force.
This paper studies the evolution logic of new retail from the perspective of consumption experience. Through case studies,this study draws the following conclusions: The front-end of new retail realizes the integration of online and offline retail mode. The middle-end solves the consumption pain points and development bottleneck in the traditional retail mode with the support of emerging technology,while the back-end is the flexible supply chain system of retail industry. New retail is different from traditional retail in operation mode,relationship with upstream and downstream main body and consumption experience. The logic of the evolution and development of new retail is taking the traditional retail consumer experience pain point and development bottleneck as the breakthrough point,taking the new technology as the traction and taking the service quality and the market benefit as the endogenous driving force.
引文
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[3]梁莹莹.基于“新零售之轮”理论的中国“新零售”产生与发展研究[J].当代经济管理,2017,39(9):6-11.
[4]宫春艳.“新零售+共享经济”的产生原因与演进趋势[J].商业经济研究,2018(11):65-68.
[5]赵树梅,徐晓红.“新零售”的含义、模式及发展路径[J].中国流通经济,2017,31(5):12-20.
[6]水木然,廖永胜.新零售时代———未来零售业的新业态[M].北京:机械工业出版社,2017.
[7]阿里研究院. C时代———阿里研究院新零售研究报告[R/OL].(2017-03-10)[2018-09-01]. ht-tp://www. sohu. com/a/128477749_483389.
[8]亿欧智库.新零售的概念、模式和案例研究报告[R/OL].(2018-01-22)[2018-09-01]. http://www. sohu. com/a/218113978_214444.
[9]中国银联、京东金融. 2017年消费升级大数据报告[R/OL].(2018-03-13)[2018-09-01]. ht-tp://www. 199it. com/archives/699399. html.
[10]知萌咨询. 2018年中国消费趋势报告[R/OL].(2018-01-29)[2018-09-01]. http://it. peo-ple. com. cn/n1/2018/0129/c196085-29792988. ht-ml.
[11]LAMBERTON C P,STEPHEN A T. A Thematic Ex-ploration of Digital,Social Media,and Mobile Market-ing Research’s Evolution from 2000 to 2015 and an A-genda for Future Research[J]. Journal of Marketing,2016,80(6):146-172.
[12]TIAGO M T P M B,VERSSIMO J M C. Digital Mar-keting and Social Media:Why Bother?[J]. BusinessHorizons,2014,57(6):703-708.
[13]KANNAN P K. Digital Marketing:A Framework,Re-view and Research Agenda[J]. International Journal ofResearch in Marketing,2017,34(1):22-45.
[14]王赛,孙志勇. AI版数字营销:当营销和算法进行融合与重构[J].清华管理评论,2018(Z2):93-96.
[15]范苗苗,陆颖,吴小丁.营销数据勘探的路径构建研究[J].管理学报,2016,13(9):1 400-1 409.
[16]黄嘉涛.移动互联网环境下跨界营销对价值创造的影响[J].管理学报,2017,14(7):1 052-1 061.
[17]王正沛,李国鑫.线上线下资源融合的新型创业生态系统研究[J].管理学报,2018,15(6):803-813.
[18]王正沛,李国鑫.众筹生态系统的构建:一个多案例的研究[J].管理评论,2017,29(5):256-272.
[19]阿里云研究中心. AI时代零售业的智能变革[R/OL].(2018-06-29)[2018-09-01]. https://yq. aliyun. com/Download/2733? utm_content=m_1000002734.
[20]阿里研究院.云服务重构新零售[R/OL].(2017-07-28)[2018-09-01]. http://i. aliresearch.com/img/20170731/20170731161446. pdf.