新零售标准化与差异化运营模式比较

Comparison of New Retail Standardization VS Differential Operation Mode

在体验型购物的背景下,不同新零售平台显现出不同的运营模式。以"盒马"与"超级物种"两种新零焦业态为案例,从产品选择、支付选择、配送选择、决策机制、激励方式等方面实证分析新零售发展过程中的运营模式差异,结果发现"盒马"倾向于标准化经营,而"超级物种"则注重差异化经营。文章进一步分析了该差异形成原因在于资金、技术、文化以及产业链协同等几方面,并据此尝试提出了新零售发展展望。

In the context of experiential shopping,different new retail platforms show different business models.Taking Hema store and super species as examples,this paper empirically analyzes the difference of operation mode in the process of new retail development from the aspects of product selection,payment selection,distribution selection,decision mechanism,incentive mode,etc.The results show that Hema store tends to standardize management,and the super species pays attention to the differentiation management.The paper further analyzes the causes of the difference in the aspects of capital,technology,culture and industrial chain coordination.Based on this,the author tries to put forward the prospect of new retail development.