新零售背景下实体店与电商融合模式的研究

Research on the Integration Mode of Physical Stores and E-Commerce under the Background of New Retail

摘要: 在新消费升级背景下，新零售作为商业发展的重要趋势，正在重塑实体店与电商的关系。本文系统梳理了新零售与电子商务的内涵；通过典型案例深入剖析了线上线下全渠道整合、数据驱动的精准营销融合、供应链协同型融合、社交化场景融合四大核心模式的特征；探讨了技术赋能、组织管理、消费者需求、政策与行业环境等因素对实体店与电商融合效果的影响；提出了强化技术赋能与数据打通、打造沉浸式体验与增值服务、优化供应链协同机制、构建平台化生态圈的发展策略。本研究旨在为零售企业提供实体店与电商融合的策略支持，推动线上线下资源的高效整合与价值共生。

Abstract: In the context of new consumption upgrading, new retail, as an important trend in commercial development, is reshaping the relationship between physical stores and e-commerce. This paper systematically combs the connotations of new retail and e-commerce; deeply analyzes the characteristics of the four core modes through typical cases, including omni-channel integration of online and offline, data-driven precise marketing integration, supply chain collaborative integration, and social scenario integration; discusses the influencing factors on the integration effect of physical stores and e-commerce, such as technological empowerment, organizational management, consumer demand, policies and industry environment; and puts forward development strategies of strengthening technological empowerment and data connection, creating immersive experience and value-added services, optimizing supply chain collaboration mechanism, and building platform-based ecosystem. The purpose of this study is to provide strategic support for retail enterprises on the integration of physical stores and e-commerce, and promote the efficient integration of online and offline resources and value symbiosis.