新型消费的理论认知、实践逻辑与发展研究

Research on Cognition, Logic and Development of New Consumption

新型消费是当前数字化时代的重要议题。它是以大数据为新生产要素,以数字技术为新生产力,采用线上线下融合的新商业模式,通过基于数字化界面、场景、体验的新顾客关系和新消费行为,满足数字时代服务需求的活动。其在驱动因素、中介机制、消费呈现、经济效果等方面显著不同于传统消费,并对行业利益关系、渠道关系、产品生产设计和供应链等产生重大影响,也创造了新的职业和消费增量。当前,新型消费发展还存在监管规则、基础设施、数字伦理、利益固化、新数字鸿沟、行业地区不均衡等六类问题,未来需要转变观念,从跨界监管、审慎包容、营商环境、专项支持、培育热点和数字化能力等方面发力,推动新型消费更大的发展。

New consumption is an important topic in the current digital era. It is an activity that takes big data as the new drivingfactor, takes digital technologies such as artificial intelligence, cloud computing and the Internet of things as the new productivity, adopts the new business model of online and offline integration, and meets the service needs of the digital age through new customer relations and new consumption behaviors based on digital interface, scene and experience. It is significantly different from traditional consumption in terms of driving factors, intermediary mechanism, consumption presentation and economic effect, and has a significant impact on industry relations, channel relations, production design and supply chain. It also creates new jobs and consumption increment.At present, there are still six kinds of problems, such as regulatory rules, infrastructure, digital ethics, interest solidification, new digital divide and imbalance. In the future, we need to payattentionon cross-border supervision, prudent inclusiveness, business environment, special financesupport, cultivating hot spots and digital capabilities.