中国生鲜产品零售业态演变的宏观影响因素分析

Analysis of Macro-influencing Factors on the Evolution of Retail Format of Fresh Products in China

随着互联网信息技术发展与消费者需求不断变化,中国生鲜产品零售业态不断发生演变。研究宏观环境因素对中国生鲜产品零售业态演变的影响,对于总结中国生鲜产品零售业态演变规律,利用规律促进中国生鲜零售行业结构优化具有重要的现实意义。文章利用2005—2019年统计年鉴及产业报告数据,通过主成分分析与回归模型,对农贸市场到生鲜超市演变、生鲜超市到生鲜电商演变宏观影响因素进行实证分析,得出经济发展程度、信息通信技术水平、物流配送水平和消费者需求水平均对新业态创新发展起到积极正向影响。据此提出以下发展建议:政府层面,需加强宏观指导,利用生鲜零售业态演进的规律,引导和鼓励发展新型零售业态,优化业态结构;企业层面,因地制宜地选择市场进入和拓展策略并以满足消费者需求作为业态发展的核心目标。

With the development of Internet information technology and the constant change of consumer demand,the retail format of fresh products in China is constantly evolving.It is of great practical significance to analyze the influence of macro environmental factors on the evolution of fresh product retail format in China,to summarize the evolution law of fresh product retail format in China,and to use the law to promote the structural optimization of fresh product retail industry in China.Using statistical yearbook data from 2005 to 2019,through the principal component analysis and regression model,evolution,on the farmers'market to fresh supermarket fresh supermarket to fresh electricity macro influence factors in the empirical analysis,it is concluded that economic development level,degree of information and communication technology,physical distribution and the level of consumer demand was a positive impact on innovation and development of new forms.According to this,the following development suggestions are put forward:The government should strengthen macro guidance,guide and encourage the development of new retail formats by using the law of fresh retail format evolution,and optimize the format structure;At the enterprise level,market entry and expansion strategies should be selected according to local conditions and consumer demand should be taken as the core goal of business development.