零售革命形成的动因——基于技术革命的视角

Motivation of Formation in Retail Revolution:Based on Perspective of Technology Revolution

基于技术革命的视角,采取文献研究方法,研究了世界零售革命的形成动因。得出如下结论:第一,技术经历了工业、信息和智能3次大革命,工业革命包括蒸汽、电力和核能3次小革命,信息革命包括电脑、互联网和移动网3次小革命,智能革命包括计算、感知和认知3次小革命;第二,每次大革命和小革命都会导致零售革命的爆发、零售新业态的形成以及业态内部变革,共引发了百货商店、一价商店、连锁商店、超级市场、购物中心、步行商业街、自动售货机、网上商店、全渠道商店和智能商店等10次革命;第三,技术革命有时直接导致零售革命的形成,如网上商店革命等,有的则通过"宏观环境—微观环境—企业决策机构"等因素间接导致零售革命的形成,如百货商店革命等;第四,影响革命的内容涉及顾客层面(业态构成的营销组合6个要素)、流程层面(采购、配送和销售)和资源层面(有形资源和无形资源的整合)。在这些研究结论的基础上,构建了基于技术革命视角的零售革命形成驱动模型。

Based on the perspective of technology revolution,this paper studies the motivation of the formation in world retail revolution through the literatures research.Conclusions are as follows:firstly,technology has experienced three major revolutions,including industry,information,and intelligent.The industrial revolution includes three small revolutions which are steam,electricity and nuclear energy.The information revolution includes three small revolutions which are computers,the Internet and mobile networks.The intelligent revolution includes three small revolutions which are computing,perceiving and cognizing.Secondly,each revolution will lead to the outbreak of the retail revolution.The formation of the new industry formats and its internal changes give rise to 10 retailing revolutions,which are the first-price stores,the chain stores,the supermarkets,shopping malls,the pedestrian malls,the vending machines,the online stores,the omni-channel stores,and the smart stores.Thirdly,the technology revolution sometimes leads to the formation of retail revolution directly,such as the online store revolution.However,others use the factors of the macro environment,the micro environment,and the enterprise decision-making institution to lead to the formation of retail revolution indirectly,such as department store revolution.Fourthly,the content of the impact involves the customer level(marketing composition 6 elements in formation of a industry format),process level(procurement,distribution,and sales)and resource level(integration of tangible and intangible resources).On the basis of conclusions,it constructes the driving model of retail revolution formation based on the perspective of technology revolution.