摘要 我国经济增长动力正在发生结构性变化,即经济增长已由投资驱动逐渐转为消费驱动。在我国经济收入水平快速增长及消费水平不断提升的背景下,传统零售业作为生产者和消费者的重要桥梁却出现了发展脱节现象,即零售商业模式与消费市场需求不匹配问题。对此,本文以消费4.0模式为驱动力,通过对零售业核心要素“场、货、人”的形态与功能组合创新出包含技术、社群及消费场景的新零售商业模式。同时,针对零售企业转型的难点和痛点,分别从微观企业发展战略和宏观发展策略角度分别提出了具体转型路径。 China’s economic growth driving force is undergoing structural changes,that is,economic growth has been gradually shifted from investment-driven to consumption-driven.Economic growth no longer relies on investment,but turns to consumption.In the context of the rapid growth of China’s economic income level and the continuous improvement of consumption level,the traditional retail industry,as an important bridge between producers and consumers,has been seriously disjointed,that is,the mismatch between retail business model and consumer market demand.In this regard,driven by the consumption model 4.0,this paper innovates a new retail business model including technology,community and consumption scene through the combination of the form and function of the core elements of the retail industry of“field,goods and people”.At the same time,in view of the difficulties and pain points in the transformation of retail enterprises,specific transformation paths are proposed respectively from the perspective of micro enterprise development strategy and macro development strategy.
出处 《企业经济》 北大核心 2021年第4期80-87,共8页
基金 国家社会科学基金项目“优质旅游有效供给能力的形成机理、评价体系与提升路径研究”(项目编号:18BJY196)。
