新零售视角下零售企业商业模式创新——以盒马鲜生为例

Retail Business Model Innovation from the Perspective of New Retail- A Case Study of Hema Fresh

随着我国人民生活水平以及信息技术不断提升,电商平台如雨后春笋般遍地开花。线上平台急速增加的同时,线下体验的价值也逐渐显现,以盒马鲜生为典型代表的新零售商业模式在零售市场上迅速布局,成为特定消费人群的选择,为更多的消费者提供了多样化的选择空间。基于商业模式画布理论,以盒马鲜生为例,进行商业模式创新分析,探讨其价值主张、客户细分、渠道通路等创新举措,并对其中存在的问题提出相关建议,以期社会大众能够更加深入地了解新零售这一新兴商业模式。

With the continuous improvement of people’s living standards and information technology in our country,e-commerce platforms have sprung up.The new retail business model represented by Hema Fresh is rapidly deployed in the retail market and has become the choice of specific consumer groups.Based on the business model canvas theory,taking Hema Fresh as an example,conduct business model innovation analysis,analyze its value proposition,customer segmentation,and channel innovation measures,and provide opinions and suggestions on existing problems,so that the public can go deeper understand the emerging business model of new retail.