消费者异质性视角下的中国零售业态发展与演进研究

Research on Retail Industrial Development and Evolution of China under the Perspective of Heterogeneity of Consumer

社会消费的变化对传统流通方式、流通组织模式与商业模式提出了新的要求,零售组织的转型与创新正是基于消费端的变革推进和驱动的,从消费者视角出发对零售业态发展与演进进行研究具有重要意义。从宏观层面对消费者特征进行刻画,并结合社会经济发展其他相关因素,对宏观消费者特征、社会经济发展情况对于零售业态结构的影响进行实证分析,研究结果表明:社会经济因素对于各个业态发展的影响呈现出显著的差异性,且这种差异性与消费者的异质性具有紧密联系。

The variation of social consumption has made new demand for the traditional circulation mode,circulation organization mode and business mode,the transformation and innovation of retail organization are exactly based on the reform and promotion in the consumption end,therefore,the research on the retail industry development and evolution from the perspective of consumer has great significance.This paper describes the consumer characteristics from the macroscopic level,and combines social economy development and other related factors to make empirical analysis of the impact of macroscopic consumer characteristic and social economy development on retail industrial structure.The results reveal that:the impact of social economic factor on each industrial development has significant difference,and this difference has a close relation with the heterogeneity of consumers.