零售业变革下数字化转型动因及路径研究

Research on the Motivations and Paths of Digital Transformation Under the Transformation of Retail Industry

随着互联网技术的发展,零售行业开始从“线下”走向“线上”,经历了由传统零售业向电商零售业转型的过程,并对自身的经营模式和业态进行了不断创新,新零售逐渐成为数字化的一种全新业态,同时数字化转型作为实体经济与虚拟经济实现融合发展的有效手段受到越来越多人的关注。因此,文章以零售业变革为背景,首先概括出新零售的内涵及发展趋势,其次探究零售业变革下数字化转型的动因及路径,最后对新零售数字化转型模式进行总结展望。

With the development of internet technology,the retail industry has started to move from"offline"to"online".It has gone through the process of transformation from traditional retail to e-commerce retail and innovated its business model.The new retail industry is gradually becoming a new digital industry,and digital transformation is receiving more and more attention as an effective way to achieve integration be-tween the real economy and the virtual economy.Therefore,this paper takes the transformation of retail industry as the background.Firstly,it outlines the connotation and development trend of the new retail.Secondly,it explores the motivations and paths of digital transformation under the transformation of retail industry.Finally,it summarizes the prospect of new retail digital transformation mode.