零售业态演化规律研究——基于消费者成本和效用模型的分析

The study of the retail development theory based on the model of consumer's cost and utility

从消费者需求的角度出发研究零售业态的演化规律,基于消费者成本和效用模型分析了零售业态的需求动力,认为正是不同消费者保留效用层次产生的零售业态需求,结合外部的零售业态供给力量,推动了零售业态的演化。不同零售业态的竞争实质是应用不同的成本组合满足消费者保留效用的结果,并应用该理论分析了零售业态的演变过程。

the paper studies the development of the retail from the perspective of the consumer＇s demand with the model of cost and utility. It reveals that the development of the retail is caused by the demand power of the consumer＇s utilities of different level and the supply power of the outsides. The competition of different retail types is the result of process to meet the utility with different cost.