社区新零售人货场重构对消费体验的影响

The Impact of New Retailing in the Community on Consumer Experience

零售方式变革更迭,“新零售”时代来临,社区商业也相应出现了面向全渠道零售的模式更新,并以“线上+线下+物流”的方式进行消费服务。本文结合新零售模式,消费者购物体验,货场新布局等相关文献的研究以及线上线下实地调研考察结果,对社区新零售人货场重构,进行相关分析。同时以消费者购物体验变化来观测,将消费体验以消费服务和产品质量这两个方面进行研究,通过问卷调查法,实地调研法,文献调查法,实地观察法等研究方法,对相关数据进行分析,以苏果超市,罗森小店和社区团购对新零售下人货场重构找出亮点和借鉴经验并对此提出改进和学习方案。旨在研究社区零售在新零售模式下如何抓住消费者体验变动态势,改进线下与线上服务,提供参考方案与改进方法,了解消费者需求,提升全渠道零售的消费体验,达到更好的销售效果。

With the change of retailing methods and the advent of the“new retailing”era,the community business has also been updated with the new model of omni-channel retailing,which provides consumer services in the form of“online+offl ine+logistics”.Combining the new retailing model,consumer shopping experience,new layout of products and stores and other related literature,as well as the results of online and offl ine fi eld research,this article analyzes the reconstruction of elements of new retailing in the community,including personnel and consumers,products and stores.Meanwhile,it observes the changes of shopping experience of consumers represented by consumer services and product quality,analyzes the data through questionnaires,fi eld research,literature survey,and fi eld observation,etc.,fi nds out the highlights and lessons from the new retailing models of Suguo Supermarket,Lawson and community group buying and proposes improvement and learning plans.The purpose of the study is to examine how retailing in the community can capture the changing trend of consumer experience under the new retailing model,improve offl ine and online services,provide reference solutions and improvement methods,understand consumer needs,enhance the consumer experience of omni-channel retailing,and achieve better sales results.