品类差异下的消费者购物价值与零售业转型升级路径——兼议“新零售”的实践形式

新零售是中国零售行业转型升级的新探索。以消费者购物价值实现为核心依据,文章讨论了推动零售业转型升级的基本目标,归纳了渠道协同、体验叠加、数据洞察、技术赋能四类实现零售业转型升级的一般路径,并通过建立基于消费者渠道行为的Logit离散选择模型,讨论了八类不同品类零售行业转型升级的实现路径及其对应的新零售实践形式。结论发现,品类差异下的零售业转型升级路径和新零售实践形式均存在较大差别。

Consumer Purchasing Value and Retail Sector Transformation and Upgrading under Category Difference: Concurrent Discussion on Practice Form of New Retail

New Retail is an exploration of the transformation and upgrading of China’s retail industry. Based on the realization of consumers shopping value, this article discusses the basic goal of promoting the transformation and upgrading of the retail sector and summarizes the following four types of retail transformation and upgrading: channel coordination, experience superposition, data insight and technology empowerment. Moreover, the Logit discrete selection model based on consumer behavior is established to help discuss the main paths to achieve the transformation and upgrading in eight major categories of subdivision retail sectors. Furthermore, the specific forms to implement the new retail on the subdivision retail sectors are also described. The conclusions demonstrate that there are significant differences both in the route of retail transformation and upgrading, and the practice form of the New Retail for the different categories of subdivision retail sectors.