摘要
近年来传统电商的增速放缓,用户增长与流量红利逐渐萎缩,而线上零售自诞生之日起缺乏线下体验感的短板一直存在。新零售的出现使线上互联网力量和线下实体店终端形成了合力,完成了电商平台和实体零售店的优化升级,促成价格消费向价值消费全面转型。对现有新零售运营模式进行分析可见,企业生命周期、转型成本和资本结构对新零售运营模式的选择存在关键性影响。企业可以根据自身特点从“线上下单+物流配送”、“线上下单+门店体验”和“全渠道+自营平台”这三者之间选择最适合自身的新零售发展模式。
In recent years,the growth rate of traditional e-commerce has slowed down so that user growth and traffic dividends are shrinking.Since its birth,online retail has the shortcoming of lacking the offline experience.The emergence of new retail has combined the online Internet with offline stores and upgraded the e-commerce platform and physical retail stores,promoting the transformation from price consumption to value consumption.After analyzing the new retail operation mode,it is founded that enterprise life cycle,transformation cost and capital structure have a key influence on the selection of new retail enterprises operation mode.According to their own characteristics,enterprises can choose the most suitable new retail development mode among"online order+logistics distribution""online order+physical store experience"and"omni-channel+self-run platform".
作者
翁清清
WENG Qingqing(Union College,Fujian Normal University,Fuzhou 350108,China)
出处
《三明学院学报》
2019年第3期21-26,共6页
Journal of Sanming University
基金
福建省教育厅社会科学研究中青年项目(JAS180873)
关键词
新零售运营模式
电商平台
实体零售店
new retail operation model
E-commerce platform
physical retail stores
