新零售运营模式及优化路径研究

Operation Mode and Optimization Path for a New Retail

传统电商的红利逐渐见顶,2016年电商巨头马云在云栖大会提出了"新零售"概念后,对新零售的运营模式摸索成为市场营销界关注的热点问题。通过对新零售的形成、演变进行梳理,厘清新零售布局的主体内涵和特征:不仅仅只是对店铺硬件的科技化,而是对整个销售过程的整体改变。通过多案例分析探讨流量、数据、技术三个视角下新零售运营模式及优化路径。研究结论为新零售在未来诸多不确定因素下,优化企业对高科技的供应链的流量剧增的保存量,利用大数据分析精准需求和三维媒体技术下重塑供需关系,不同企业规模优化路径不同。

With the dividend of traditional e-commerce gradually reaching the peak, Ma Yun, an e-commerce giant, put forward the concept of a new retail at the Yunqi Conference in 2016. After that, exploring the operation mode of the new retail has become a hot issue in the marketing field. By combing the formation and evolution of the new retail, the main content and characteristics of the new retail layout are clarified: It’s not only the technology-upgrade of store hardware, but also the overall change of the whole sales process. Through multi case analysis, this paper discusses the new retail operation mode and optimization path from the perspectives of traffic, data and technology. The research conclusion is that under many uncertain factors in the future, it is to optimize the storage capacity of high-tech supply chain traffic surge, use big data to analyze precision demand and reshape the supply-demand relationship with the three-dimensional media technology, and that different enterprise scale optimization paths are different.