摘要
零售业发展受到多种因素影响,零售业态模式变化历经多个发展阶段。零售业的演进路径和发展过程从经济地理、零售业技术变革和消费者体验角度存在收敛趋同和发散差异现象。本文研究假设是,零售业态结构变革和娱乐化发展在提升流通速度和增加消费者体验价值方面是否存在趋同和发散现象?利用回归分析模型对零售额、零售模式、线上线下融合进行关联度判断。通过对不同行业的零售业态演进路径进行假设检验,发现在不同区域和行业之间零售业态存在趋同现象。零售业娱乐化发展引入微信社群、自媒体、直播平台等变量,零售业态娱乐化后商品交易出现差异并形成不同路径。最后针对零售业态不同演进路径对商家给出建议,零售商应在零售成本和消费者体验二者之间实现动态均衡。
The development of the retail industry is influenced by many factors,and the change of the retail business model has gone through many stages of development.There are convergence and divergence differences in the evolution path of the retail industry from the perspectives of economic geography,retail technological change and consumer experience.The hypothesis of this paper is whether there is convergence and divergence between the change of retail format structure and the development of entertainment in improving the circulation speed and increasing the value of consumer experience.The regression analysis model is used to judge the correlation degree of retail sales,retail models as well as online and offline integration.Through the hypothesis test of the evolution path of retail formats in different industries,it is found that there is convergence of retail formats in different regions and industries.The entertainment development of the retail industry introduces WeChat communities,self-media,live broadcast platform and other variables.After the entertainment of the retail industry,commodity transactions are different,forming diverse paths.Finally,according to the different evolution paths of retail formats,some suggestions-that retailers should achieve a dynamic balance between retail cost and consumer experience-are given to merchants.
作者
李刚
Li Gang(School of Business Administration, Harbin Cambridge University, Harbin 150069)
出处
《财经理论研究》
2021年第6期103-109,共7页
Journal of Finance and Economics Theory
关键词
零售业态
发展路径
结构化收敛趋同
娱乐化发散差异
retail formats
evolution paths
structured convergence:differences in entertainment divergence
