数字化变革下我国体育用品新零售模式 现实困境与推行路径

Practical Diffi culty and Implementation Path of the New Retail Model of Sports Goods in China Under the Digital Revolution

运用文献资料、逻辑分析、专家访谈等方法,对我国体育用品新零售模式的现实困境与推行路径进行研究。研究认为,在数字化变革下,我国体育用品新零售模式价值维度包括拓展体育消费新空间、驱动商业模式场景化革新、优化生产要素合理配置、促进新业态形成与发展。现实困境:数字基础薄弱,信息安全隐患增加;控价能力不足,难以实现“零库存”;过分重视快节奏营销,不利于提升品牌价值;渠道融合机制未成熟,零售场景同质化严重。推行路径:强化零售数据监测,完善数字治理体系;制定价格协同机制,重塑信息流与资金流形式;强调顾客引导,提高体育品牌构建意识;丰富体育零售场景,推动多渠道融合升级。

By using the methods of literature review,logical analysis and expert interview,this paper studied the practical difficulty and implementation path of the new retail model of sports goods in China.According to the research,under the digital transformation,the value dimension of the new retail mode of sports goods in China includes expanding the new space of sports consumption,scenario-oriented innovation of business model,rational allocation of production factors,and promoting the formation and development of new formats.Practical difficulty lies in weak digital foundation and increased hidden dangers of information security,insuffi cient price control ability to achieve zero inventor,too much emphasis on fast marketing not making for brand value increase,and immature channel integration mechanism and serious homogenization of retail scene.Implementation path:We should strengthen retail data monitoring and improve digital governance system,establish price coordination mechanism and reshape information flow and capital flow form,emphasize customer guidance and improve the awareness of sports brand construction,and enrich sports retail scene to promote multi-channel integration and upgrading.