基于高质量发展目标的新零售消费体验评价体系构建

The Construction of New Retail Consumption Experience Index Based on High Quality Development Goals

高质量发展背景下,传统的零售行业难以满足消费者个性化需求,随着以提升消费者体验为核心的新零售业态的出现,如何评价消费者体验成为重要课题.基于新零售模式构建消费体验指数的评价体系,运用层次分析-熵权法确立消费体验评价体系的各级指标权重,结合主客观分析得出消费者体验感.通过选取不同城市以及不同业态的新零售门店进行对比分析发现:北京的消费体验指数最低,深圳的消费体验指数最高,影响消费体验主要因素为特色创新体验和商品服务体验,超级物种的消费体验指数略高于盒马鲜生.

Under the background of high-quality development, the traditional retail industry is difficult to meet the personalized needs of consumers. With the emergence of new retail formats focusing on improving consumer experience, how to evaluate consumer experience has become an important topic. The evaluation system of consumer experience index is constructed based on the new retail model, and the index weights of consumer experience evaluation system are established by using ahp-entropy weight method. Selection in different cities and different forms of new retail stores were analyzed, the study found that: the minimum of Beijing consumer experience index is showed and the highest consumption experience of shenzhen is showed, main factors influencing the consumer experience are featuring innovation experience and service experience goods, consumer experience index is slightly higher than the Box Ma Xian super species.