如何实现新零售布局:一个网络视角的单案例研究

How to Achieve a New Retail Layout: A Single Case Study Based on the Perspective of Social Network

2016年“新零售”概念的提岀,标志着新兴技术支撑下中国零售业正在发生重要变革。企业间通过合作共同参与到零售改造的过程中,形成了信息资源共享、互利共惠的关系,企业间也因此形成了一个复杂的网络系统。基于社会网络理论视角,以阿里巴巴为案例研究了新零售发展阶段中的网络属性及演化规律。通过案例研究发现,新零售的网络属性体现为网络中节点数量多规模大、存在结构洞、存在小世界以及丰富的强关系和弱关系。新零售的演化具有网络中节点数量递增、网络连接多样化增加、网络核心节点中心度增高以及强弱关系不断丰富等规律。

The introduction of the concept of“new retail”in 2016 marks an important change in China^s retail industry under the support of emerging technologies.Through the cooperation and cooperation of enterprises to participate in the process of retail transformation,the relationship of information resources sharing and mutual benefit has been formed,and a complex network system has been formed among enterprises.Based on the perspective of social network theory,this paper studies the network attributes and evolution laws in the new retail development stage with Alibaba as a case study.Through case studies,it is found that the network properties of the new retail are reflected in the large number of nodes in the network,the existence of structural holes,the existence of a small world,and the rich strong and weak relationships.The evolution of new retail has the law of increasing number of nodes in the network,increasing the law of network connection diversification,increasing the central degree of network core nodes,and the law of the relationship between the strong and the weak.