摘要
当前不断扩大的生鲜市场需求、线上交易的新消费习惯与资本投资的高收益预期等促使新零售模式进一步转变为社区团购模式。本文采用个案研究法和归纳法,选取生鲜商超永辉为研究对象,梳理其在社区团购下新零售模式的动态转变过程。研究结果发现,由于社区团购现处于无序竞争状态,永辉面临着线下线上内部竞争力弱和外部抵御力弱的困境,本文基于困境提出相应的对策与建议,以期为传统生鲜商超转变新零售模式提供一定的借鉴意义。
At present,the expanding market demands for fresh food,new consumption habits of online transactions,and high return expectations of capital investment,etc.,have prompted the further transformation of the new retail models into the model of community group buying.Using methods of case study and induction,this paper selects a fresh food superstore,Yonghui,as the research object to sort out its dynamic transformation process of the new retail models with the community group buying.The results find that as community group buying is now in a state of disorderly competition,Yonghui faces the dilemma of weak internal competitiveness and weak external resistance offline and online.This paper proposes countermeasures and suggestions based on the dilemma,to provide some reference significance for traditional fresh food superstores to transform their new retail models.
作者
陈晶晶
CHEN Jingjing(School of Economics,Fujian Normal University Fuzhou,Fujian 350108)
出处
《中国商论》
2023年第3期17-19,共3页
China Journal of Commerce
关键词
社会团购
永辉超市
新零售模式
有序竞争
community group buying
Yonghui Superstores
new retail models
orderly competition
