Page 50 - 《北京工商大学学报（社会科学版）》

第 35 卷摇 第 5 期 汪旭晖: 新时代的“新零售冶:数字经济浪潮下的电商转型升级趋势

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“New Retailing冶 in New Era: New Trend of E鄄commerce

Transformation and Upgrading under Wave of Digital Economy

WANG Xuhui
(School of Business Administration, Dongbei University of Finance and Economics, Dalian, Liaoning 116025, China)

Abstract: As China has entered the era of digital economy, digital technologies represented by the Internet, big data and
cloud computing are being deeply integrated into all sectors of economy and society. The integration of digital economy and tradi鄄
tional industries effectively drives business model innovation and economic transformation and upgrading. Meanwhile, to some ex鄄
tent, the digital economy has also had a huge shock on traditional industries, including traditional e鄄commerce industry. There鄄
fore, it is imminent for the transformation and upgrading of traditional e鄄commerce. The “new retailing冶 shows the development
direction of transformation and upgrading of future e鄄commerce enterprises which will not be simple Internet enterprises or retail
enterprises in the traditional sense, but a business ecosystem that will break through the traditional category of “retail冶 and an e鄄
cosystem of “omni鄄channel + logistics + finance + new technology + scene + social contact冶 . Through cross鄄border, inte鄄
gration, subversion and innovation of business models and formats, “new retailing冶 has found new economic growth points for tra鄄
ditional e鄄commerce enterprises. In conformity with the development trend of “new retailing冶 mode, the key path for future trans鄄
formation and upgrading of e鄄commerce enterprises is to integrate retail spirit and Internet spirit, change the concept of traditional
e鄄commerce business circle, realize the intelligent transformation of e鄄commerce enterprises, establish an ecosystem of omni鄄
channel coordination, and build the core competitiveness of e鄄commerce enterprises.
Key Words: new retailing;digital economy;e鄄commerce;big data;omni鄄channel

(本文责编摇 邓摇 艳)

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