摘要
随着共享经济的不断发展,越来越多的零售商在竞争激烈的市场环境中积极寻求转型,追求线下线上双渠道的融合,以期挖掘潜在的客户流量,扩大市场份额,提高企业的竞争能力。在新零售持续发展、模式升级的驱动下,便利店、超市等传统线下零售业作为连接线上线下融合的契合点,越来越得到业内各主体的重视。社区是线下流量的主要入口,拥有较为稳定的消费人群,并且周围附带大量传统零售企业,在新零售背景下具有很大的开发潜力。因此,应充分发挥社区的优势,积极促进线上线下融合,进一步激发新零售的潜能。首先,需要明确社区新零售的含义,以便更好地理解该模式发展的必要性及未来长久发展的可能性。其次,需要结合目前经济模式特点,确定具有前瞻性的战略,并在强调社区基础上考虑共享战略。最后,应防患于未然,对社区新零售可能产生的问题、存在的漏洞,运用区块链等技术及时纠正、弥补,以便实现社区新零售各参与主体之间的信息共享和收益共享。社区新零售在摸索和试错的过程中,必须不断完善和升级自身的模式,最终为消费者提供更好的服务。
With the continuous development of sharing economy,more and more retailers are actively seeking transformation in a highly competitive market environment and pursuing the integration of online and offline channel to gain more potential customer traffic,increase market share,and improve enterprises’competitiveness.Driven by the continuous development and upgrading of new retail model,traditional offline retail stores such as convenience stores and supermarkets have become the point of convergence for online and online integration,and have gradually gained the attention of the industry.The community is the main entrance for offline traffic and has a relatively stable consumer base;and the community itself is accompanied by a large number of traditional retail enterprises and has great development potential in the new retail background.So,we should give full play to the role of community in promoting online and offline integration and further stimulating the potential of new retail.First,it is necessary to clarify the meaning of new retail in community in order to better understand the necessity of model development and the possibility of long-term development in the future.Second,it is necessary to combine the characteristics of the current economic model,have a forward-looking strategy,and consider the sharing strategies on the basis of emphasizing the community.Finally,we need to guard against the problems and loopholes that may arise in the new retail in community,use the technology of blockchain to correct and make up for these problems,and realize the sharing of information and income among the participants of new retail in community.In the process of groping and trial and error,the new retail in community will be continually improved and upgraded in terms of problems with the model to provide consumers with better services.
作者
林航
林迎星
LIN Hang;LIN Ying-xing(Fuzhou University,Fuzhou,Fujian350108,China)
出处
《中国流通经济》
CSSCI
北大核心
2018年第9期3-10,共8页
China Business and Market
基金
福建省软科学研究计划重点项目"福建省实施创新驱动战略的路径及重点产业选择研究"(2016R0050)
关键词
新零售
社区
区块链
共享战略
new retail
community
blockchain
sharing strategy
作者简介
林航(1983—),男,福建省莆田县人,福州大学经济与管理学院教师,博士研究生,主要研究方向为创新管理;;林迎星(1963-),男,福建省莆田县人,福州大学经济与管理学院教授,博士生导师,主要研究方向为创新管理。
