生命周期波谷趋势下的零售业态创新路径研究——以黄石市为例

On the Innovation Path of Retail Formats under the Trend of Life Cycle——A Case Study of Huangshi

近20年来,我国零售业态飞速发展,浓缩了西方发达国家零售业态一个多世纪的发展历程。文章通过对黄石地区零售业态及其分销渠道和消费者行为的调研分析,找出生命周期波谷趋势下零售业态所面临的问题,指出零售业态的创新路径:商业模式由O2O模式向C2B模式转变;线上和线下分销渠道的整合;着眼于消费者购物体验的数据库营销。

In the past twenty years,the retail formats in China show the development of retail formats in the western developed countries over a century. Through the investigation and analysis of the retail formats,distribution channels,and consumer behaviors in Huangshi,the author of this paper finds the problems faced by retail formats under the trend of life cycle,and points out the innovation path of retail formats： The shift of business model from the O2 O model to the C2 B model; the integration of online and offline distribution channels; and database marketing that focuses on the consumer shopping experience.