新零售：数字化转型赋能企业商业模式转型

New Retail: Digital Transformation Empowers Enterprise Business Model Transformation

摘要: 在数字经济蓬勃发展的当下，以互联网、大数据、云计算为代表的数字技术正迅速渗入经济社会各个领域，数字化已然成为推动我国零售业转型发展的关键方向与重要趋势。把握数字化发展机遇，对于传统零售业在新型经济的迅猛浪潮中存活并长远发展具有重要的意义，推动传统零售业的转型升级迫在眉睫。本文根据消费者市场需求的变化、技术发展的趋势和传统商超的运营三个方面，分析传统零售业数字化转型的动因以及传统零售业向“新零售”转变的特征，提出未来零售业转型升级的关键路径：建立全渠道协同的零售系统，利用大数据深入挖掘消费者兴趣，创设新的消费情景，形成消费者参与的新型商圈观念，以及培养数字化人才。

Abstract: With the vigorous development of the digital economy, digital technology represented by the Internet, big data and cloud computing is rapidly penetrating into all areas of the economy and society, and digitalization has become the key direction and important trend to promote the transformation and development of China’s retail industry. Seizing the opportunities of digital development is of great significance for the survival and long-term development of traditional retail industry in the rapid wave of the new economy, and it is urgent to promote the transformation and upgrading of traditional retail industry. This article analyzes the driving forces behind the digital transformation of traditional retail industry and the characteristics of its transition to “new retail” based on changes in consumer market demand, technological development trends, and the operation of traditional supermarkets. It proposes a key path for the future transformation and upgrading of the retail industry: establishing a multi-channel collaborative retail system, utilizing big data to deeply explore consumer interests, creating new consumption scenarios, forming a new concept of consumer participation in business districts, and cultivating digital talents.