新零售对消费者行为影响研究-DPIProceedings.PDF

2018 2nd International Conference on Advances in Management Science and Engineering (AMSE 2018) ISBN: 978-1-60595-566-7 Research on the Impact of New Retail on Consumer Behavior 1 1,* 1 Si-jie YAN , Xiao-ting QU and Yuan-yuan LAN 1School of Economics and Management, Beijing Jiaotong University, Beijing, China *Corresponding author Keywords: New retail, Consumer behavior, Consumer experience, Demand. Abstract. Retailing, as a basic industry, plays an important role in the national economy. In recent years, affected by macroeconomic environment and e-commerce, China’s traditional retail industry has been in a dilemma of development. Against this backdrop, the word new retail comes into being. The new retail is proposed by Jack Ma, which aims to integrate online platforms and offline stores with modern logistics closely through big data and artificial intelligence technologies. This paper specifically analyzes consumer behaviors in the new retail environment by means of modelling and questionnaires survey. It aims to provide feasible suggestions for retail companies to meet consumer’s demand, break through bottleneck and create more social wealth. 新零售对消费者行为影响研究 1, 1* 1 闫思洁 , 屈晓婷 , 蓝媛媛 1北京交通大学经济管理学院，北京，中国 *通讯作者 关键词：词：新零售；消费者行为；消费者体验；需求 关键 关键词关键词：： 摘要：摘要：零售业作为基础产业在国民经济中发挥着重要作用。近年来我国传统零售业受宏观经 摘要摘要：： 济环境以及电子商务的影响面临着发展困境。在这样的背景下，“新零售”一词应运而生。 新零售是由马云提出，意为依托大数据和人工智能等技术，将线上平台、线下实体店与现代 物流紧密融合。本文通过建模和问卷调查的方式，具体分析新零售环境下消费者行为，旨在 为零售企业提供可行性建议，从而满足消费者需求，突破发展瓶颈，创造更多社会财富。 1．1．引言引言 11．．引言引言 零售业作为国民经济的先导产业和基础产业，对满足人民需求、吸纳社会劳动力以及拉 动GDP都起着关键作用。近几年来，随着我国宏观经济增速放缓、电子商务的冲击、消费者需 求的变化，我国的传统零售业正面临着瓶颈期和倒闭潮。有数据显示，2015年上半年国内主 要零售企业（包括百货、超市）共计关闭121家，限额以上的企业与国内百家大型零售企