摘要
在传统零售不断萎缩、互联网零售增长空间濒临"天花板"背景下,大数据和新技术应用为零售业发展带来新机遇。如何在众多竞争对手中获得规模顾客并且提高顾客粘性,以及合理评价不同时期生态环境下的企业竞争力对于零售业改革有积极意义。借鉴生态位理论,基于新零售特性从宏观、中观与微观三个层面对零售企业竞争力确定了4个一级指标,12个二级指标和48个三级指标的评判框架,并提出新零售企业生态位宽度、重叠度以及竞争优势测度方法,为新零售时期企业注重的关键要素提供理论依据。
Recent years have seen that the market share of traditional retail is shrinking and the growth in Internet retail is on the verge of ＂ceiling＂.The application of big data and new technology brings opportunities to the development of retail industry.How to get more customers form their competitors and keep customers,and evaluate the enterprises competence in different periods in rational evaluation is of great significance for the retail industry reform.According to the niche theory,this paper teased out the characteristics of new retail,then from the macro,meso and micro three levels to determine 4 first class indexes,12 second indexes,and 48 third indexes in the competence of retail enterprise.Also,it puts forward the new retail enterprise niche breadth and overlap and competition advantage measure method.These findings provide the theoretical basis for the key elements of the new retail enterprises.
作者
魏国伟
狄浩林
WEI Guo - wei;DI Hao - lin(School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100872, China;Department of Management, Beijing Institute of Economics and Management, Beijing 100102,China)
出处
《经济问题》
CSSCI
北大核心
2018年第6期75-80,共6页
On Economic Problems
关键词
新零售
生态位理论
竞争力评价
new retailing
niche theory
competitiveness appraisal
