场景化视角下零售商业模式创新研究

Research on Innovation of Retail Business Model from the Perspective of Scene

我国零售企业的经营逻辑是在大数据、云计算等新兴技术的基础上,逐渐从"货-人-场"模式转向"人-货-场"的新零售模式。本文从场景化视角出发,基于场景理论、价值共创理论等研究零售商业模式创新,并以茑屋书店为例,归纳场景化创新从三个方面入手,即用户场景化、产品场景化和空间场景化。把握用户消费习惯、生活方式,精确了解用户的场景路径,打造每一个不可或缺的场景,提供适配的产品或服务。商业模式场景化创新能够实现书店增加利润的同时拓展文化空间,推动文化的传播。

Based on big data, cloud computing and other emerging technologies, the management logic of China’s retail enterprises has gradually changed from the mode of "goods-people-scene" to the new retail mode of "people-goodsscene". From the perspective of scene, based on the scene theory and value co-creation theory etc., this paper studies the innovation of retail business model, and takes TSUTAYA BOOKS as an example, summarizes the scene innovation from three aspects: user scene, product scene and space scene. Furthermore, this paper grasps the consumption habits and lifestyle of users, accurately understands the scene path of users, creates every indispensable scene, and provides appropriate products or services. Business model scene innovation can not only increase profits of bookstores, but also expand cultural space and promote the communication of culture.