摘要
在新“零售之轮”理论的基础上,从讨论我国消费者选择生鲜食品及购买场所的依据开始,分析超市和农贸市场相对于技术边界的市场定位。认为就备货幅宽而言,农贸市场是比超市服务水平更高的生鲜食品零售业态;消费者效用最大化的生鲜食品购买场所选择中,超市便利和舒适的购物环境是占权重较小的消费者评判指标;社会现有的技术边界线制约了生鲜食品超市业态向消费者偏好中心演化。
Based on the new “Wheel of Retail Theory', the paper begins by analyzing the market positioning of supermarkets and street fairs about technology edge, and argues the street fairs may offer better services than supermarkets only in terms of the mix kind of fresh products. As compared with other services, it is less important for the consumer buyer behavior which can reach to consumers maximum utility to have convenient and comfortable purchasing environment. It is technology edge that has restricted the evolution of retail format of fresh produce to supermarket retailer.
出处
《财经科学》
CSSCI
北大核心
2005年第4期111-117,共7页
Finance & Economics
