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第 35 卷摇 第 1 期 李摇 飞, 徐陶然: 零售便利化的演进轨迹及规律研究

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Research on Tracks and Laws of Retail Convenience Evolution Based on

Historical Investigation about 70 Years Since Founding of PRC

1
LI Fei & XU Taoran 2
(1郾 School of Economics and Management, Tsinghua University, Beijing 100084, China;
2郾 Business School, Beijing Technology and Business University, Beijing 100048, China)

Abstract: 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 conven鄄
ience 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 expe鄄
rienced, with the ultimate goal of mental convenience to be achieved finally. Then, the general laws of retail convenience evolu鄄
tion is explored. (1) The retail convenience evolution is driven by the degree of convenience in the eight steps of the three sta鄄
ges: before purchase (information gathering, arrival at stores, and commodity selection), during purchase (payment, taking de鄄
livery, 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, e鄄
ventually 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 mu鄄
tually 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.
Key Words: convenience; retail convenience;service; retail strategy; retail development in China

(本文责编摇 邓摇 艳)

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