基于扎根理论的新零售商业模式创新路径研究——以无人零售为例

Research on Innovation Path of New Retail Business Model Based on Grounded Theory:A Case Study of Self-service Retail

技术和环境的快速变化使得零售业态快速更新,而新的零售业态又是研究商业模式的优质样本。新零售是零售业借助大数据和人工智能突破成本困境而采用的新模式。采用扎根理论研究新零售的代表性业态——无人零售的商业模式创新路径,得出无人零售在驱动式商业逻辑设计、基于流量的精准化营销、全流程数据化智能运营、多维度价值创造和获取、多业态合作价值网络五个方面实现商业模式创新。

Rapid changes in technology and environment have led to the rapid regeneration of new retail formats,which are high-quality samples for the study of business models.New retail is a new mode for retail formats to break through the cost dilemma with the help of big data and artificial intelligence.Using the qualitative research method of grounded theory,this paper studies the innovative path of the business model of selfservice retail,an important format of new retail and comes to a conclusion that self-service retail can achieve business model innovation in five aspects:driving business logic design,flow-based precision marketing,fullprocess data-based intelligent operation,multi-dimensional value creation and acquisition,multi-format cooperative value network,and on this basis,it puts forward countermeasures and suggestions for new retail to achieve business model innovation.