我国农村零售业态创新演变探析——基于破坏性创新理论

Research on Rural Retailing Format Evolution in China Based on the Theory of Disruptive Innovation

破坏性创新理论将创新分为维持性创新与破坏性创新。在对我国农村零售业态的现状及特点进行分析的基础上,基于破坏性创新理论提出我国农村零售业态演变是维持性创新和破坏性创新结合的观点,维持性创新途径是对传统业态的改造和发展超市等新型业态,破坏性创新途径是发展廉价商店和网络商店。最后,针对我国农村零售业态进行维持性创新和破坏性创新的困难提出解决对策。

According to disruptive innovation theory,there are maintenance innovation and disruptive innovation.Analyzing the current situation and features of rural retail formats draws a conclusion that China＇s rural retailing format evolution is maintenance innovation combined with disruptive innovation based on the theory of disruptive innovation.Maintenance innovation way is to rebuild the traditional retailing formats and develop supermarkets etc.,while disruptive innovation way is develop low-cost store and online store.Finally,countermeasures are put forward to solve the problems of China＇s rural retail business maintenance innovation and disruptive innovation.