零售便利化的演进轨迹及规律研究——基于新中国成立70年来的历史考察

Research on Tracks and Laws of Retail Convenience Evolution Based on Historical Investigation about 70 Years Since Founding of PRC

中文关键词:  便利  零售便利化  服务  零售战略  中国零售发展

英文关键词:convenience  retail convenience  service  retail strategy  retail development in China

中文摘要:

      基于新中国成立70年来的历史考察,首先描绘了中国零售便利化的演进轨迹,包括极不便利阶段(1949—1979年)、时间便利阶段(1980—1995年)、体力便利阶段(1996—2010年)、精力便利上段(2011—2020年)等已经或正在经历的四个阶段,以及还未经历的精力便利下段(2021年以后),最终实现心力便利的终极目标。其次探索性地提出了零售便利化演进的一般规律:(1)零售便利化演进是由顾客旅程中购前(搜集信息、到达店铺、商品选择)、购中(付款、收货、离店)和购后(消费、评论)三个阶段八个环节的便利化推动的。(2)零售便利化演进会依序经过极不便利、时间便利、体力便利、精力便利等四个阶段,最终进入心力便利的最高阶段。(3)时间便利、体力便利、精力便利、心力便利依序演进时,不是前一个便利化水平达到饱和之后,再开始下一个阶段的演进,而是交叉或同时进行演进。(4)各个阶段之间存在着密切的影响关系。时间便利、体力便利和精力便利三者之间存在着相互影响的关系,同时三者都会影响最终的心力便利水平。最后讨论了中国零售便利化演进的成就、存在的关键问题和未来应采取的核心对策。

英文摘要:

      Based on the historical investigation about the 70 years since the founding of PRC, this paper first describes the retail convenience evolution in China, including the four stages, i.e. extreme inconvenience stage (1949-1979), time convenience stage (1980-1995), physical convenience stage (1996-2010), and energy convenience stage (2011-2020), which has been experienced or is being experienced, as well as the energy facilitation stage (after 2021), which has not yet been experienced, with the ultimate goal of mental convenience to be achieved finally. Then, the general laws of retail convenience evolution is explored. (1) The retail convenience evolution is driven by the degree of convenience in the eight steps of the three stages:before purchase (information gathering, arrival at stores, and commodity selection), during purchase (payment, taking delivery, and departure) and after purchase (consumption, and comment). (2) The retail convenience evolution will go through successively the four stages such as extreme inconvenience, time convenience, physical convenience and energy convenience, eventually into mental convenience, the highest stage. (3) When time convenience, physical convenience, energy convenience and mental convenience evolve in sequence, they evolve alternately or simultaneously, instead of each subsequent convenience starting only after the previous convenience reaches saturation. (4) There is a close relationship among these stages, with a mutually influenced relationship among time convenience, physical convenience and energy convenience, the three stages of which will affect simultaneously the level of ultimate mental convenience. Finally, this paper discusses the achievements, key issues and core countermeasures to be taken in the future in the evolution of retail convenience in China. 