基于SWOT分析的新零售发展模式研究

A Research on New Retail Sales Models Based on SWOT Analysis

随着移动互联网时代的到来,传统电商和实体零售已不能满足消费者需求快速升级的需要,我国零售业在新技术应用等多种因素的叠加下,开始了新零售全新业态模式实践探索。本文从新零售概念入手,剖析了新零售产生的推动因素,结合新零售典型案例"盒马鲜生"进行了SWOT分析,最后基于SWOT分析的结果对新零售未来多种运营模式进行了探讨。

With the advent of mobile internet era,the traditional model of e-commerce&actual retail sales can no longer fulfill the consumers'upgrading requirement.Driven by such factors as the new technology applications,brand-new models of retail sales has been explored.Starting with the concept of new retail sale,this paper firstly analyses the push factors of the formation of new retail sales.Subsequently,the author predicts some possible operation models of retail sales according to the results of SWOT Analysis of the case of Hema Fresh Marketing.