新型消费场景的发展现状、问题挑战与对策建议

An Examination of Progress,Challenges,and Potential Pathways Forward in Innovative Consumption Scenarios

新型消费场景不仅顺应了新技术、新潮流发展的必然趋势,而且对于挖掘消费潜力、促进消费升级以及推动国内大循环均具有重要的战略意义。该文通过梳理直播带货、社交电商、共享经济、数字化零售和虚拟(增强)现实技术等五种代表性新型消费场景在国内的发展现状,总结并分析了其中存在的信息过载、信任缺失、隐私安全、权益保护和挑战传统等突出问题和挑战。该文最后分别从技术升级、流程优化、合作共赢、营销创新、组织保障等5个维度提出了15条对策建议及解决方案。

The advent of innovative consumer landscapes is not just a response to the surge of novel technologies and societal trends,but also holds considerable strategic value in unearthing hidden consumer potential,elevating consumption patterns,and propelling the domestic macroeconomic cycle.This paper delves into the current status of five characteristic new consumer settings within China,including live-stream e-commerce,social commerce,the sharing economy,digital retail,and virtual or augmented reality technology.Furthermore,it pinpoints and scrutinizes the salient challenges they pose,such as information saturation,trust deficits,data privacy and safety,consumer rights protection,and disruptions to traditional retail methodologies.In conclusion,the paper puts forward a collection of 15 strategic recommendations and solutions,covering five dfferent aspects:technology enhancement,process refinement,win-win collaborations,innovative marketing approaches,and institutional safeguards.