数字经济背景下商贸流通企业的新零售转型路径研究

Research on the new retail transformation path of commercialcirculation enterprises under the background of digital economy

为了解决商贸流通企业在数字经济时代的发展困境并探析有效的新零售转型路径,从新零售的商业本质与技术特质入手,综合运用马克思主义政治经济学和西方经济学的相关理论进行逻辑分析,从数字经济对新零售的赋能和新零售对数字经济的反哺两个方面阐述了新零售与数字经济的耦合性关系,解析新零售转型的制约因素与困难,探索数字经济背景下商贸流通企业的新零售转型路径。研究发现,基于数字经济与新零售的高度耦合性,数字经济背景下的新零售商业借助数字技术介入商品内分工,通过根本改变供需对接模式而实现供需全链路的实时匹配,即能解决当前传统商贸流通企业的经营难题,又为提高商品流通效率、提振国民消费经济、建设现代流通系统提供了有力支撑。研究表明,身处数字经济时代的商贸流通企业应尽快转变旧有认知和商业逻辑,促成数字技术与商业信息的正循环,从以“货”为核心向以“人”为主轴转变;实际运营层面关注新零售的人才培育与梯队建设,革新组织架构,形成整套的数字化管理模式;同时注重自我职能开发与角色转变,在国内国际双循环相互促进的新发展格局中发挥更大的经济与社会价值,在更高层次实现新零售的全面转型升级。

To address the developmental challenges facing commercial circulation enterprises in the digital economy era and chart an effective path for new retail transformation,this study conducts a comprehensive analysis rooted in the commercial essence and technical characteristics of new retail.Leveraging relevant theories from Marxist political economy and Western economics,the research elucidates the intertwined relationship between new retail and the digital economy,focusing on two key aspects:the digital economy's empowerment of new retail and the reciprocal impact of new retail on the digital economy.The analysis delineates the constraints and hurdles encountered in the transformation of new retail while exploring avenues for its evolution within the digital economy landscape.The research reveals that amidst the deep integration of the digital economy and new retail,businesses leverage digital technology to reshape the division of labor within commodities.By fundamentally altering the supply-demand matching model,they achieve real-time synchronization across the entire supply chain,thereby addressing operational challenges faced by traditional commercial and trade circulation enterprises.This transformative approach not only enhances commodity circulation efficiency but also invigorates the national consumer economy,fostering the development of a modernized circulation system.Moreover,the study advocates for a paradigm shift among commercial and trade circulation enterprises in the digital economy era,emphasizing the imperative of swiftly adapting cognitive frameworks and business strategies.It underscores the need to cultivate a symbiotic relationship between digital technology and business information,transitioning from a product-centric approach to one centered around customers.Operationally,the focus is directed towards talent cultivation,organizational innovation,and the establishment of robust digital management frameworks.Simultaneously,an emphasis is placed on self-functional development and role adaptation to maximize contributions to the emerging dual circulation development pattern,both domestically and internationally,thereby enhancing economic and social value and facilitating comprehensive transformation and upgrading of new retail at a higher echelon.