马云2016年首次提出“新零售”概念：“纯电商时代很快会结束，未来的十年、 二十年，线上线下和物流必须结合在一起，才能诞生真正的新零售”[1]。在此之前，实 体零售企业在电商模式的冲击和消费升级等多种因素影响下已经举步维艰，亟待转型。 近年来，随着国内互联网流量红利的衰退，纯电商模式的获客成本不断上涨，大多数依 托网络销售的电商线上增长也遭遇瓶颈，电商零售企业亦面临转型。纯电商业态与传统 实体业态均不能有效满足消费需求，此时“新零售”概念的适时提出，是一种新探索， 为无论线上零售企业还是传统零售企业的转型发展带来新思路，值得我们深入探讨。 本文首先通过文献研究法，阐述当前国内外学者关于“新零售”概念提出前后零售 业转型发展的研究成果，界定什么是“新零售”，“新零售”具有什么特点，并梳理出 本次研究的理论基础。同时结合商务部、统计局等公开资料，归纳概括出当前国内零售 业转型升级的背景、动因。其次，以案例研究法选取休闲食品零售行业的两家代表企业 ——三只松鼠和良品铺子进行研究，在数据采集步骤中，运用调查分析法收集消费者需 求和体验满意度方面的第一手资料，全面了解休闲食品消费者需求的最新变化，为案例 企业消费者方面存在的问题提供依据。同时，结合案例企业招股说明书、财务报表、企 业官网等途径采集这两家企业在新零售背景下转型发展的具体的措施，严格依照新零售 理论范式展开案例分析。通过分析新零售背景下案例企业转型发展转型的策略、遇到的 问题、解决的措施，得出这两家企业在新零售背景下转型发展的实践路径。最后，归纳 总结出当前休闲食品零售业转型的阶段性特征，得出休闲食品零售业转型发展的策略和 实践路径。 关键词：新零售，休闲食品零售业，转型发展实践路径 山东建筑大学硕士学位论文 II ABSTRACT JackMafirstintroducedtheconceptof"newretail"in2016:"Theeraofpure e-commercewillsoonend,andinthenextdecadeortwo,offlineandonlinelogisticsmustbe combinedtogivebirthtoarealnewretail"[1].Beforethis,theentityretailenterpriseinthe impactofe-commercemodelandconsumerupgrading,andotherfactorshavebeendifficult, urgentneedtotransform.Inrecentyears,withthedeclineofInternettrafficdividendin China,thecostofreceivinge-commerceisrising,moste-commerceonlinegrowthrelyingon onlinesaleshasalsoencounteredbottlenecks,e-commerceretailenterprisesarealsofacing transformation.Neitherthepureelectronicbusinessformnorthetraditionalentitybusiness formcaneffectivelymeettheconsumerdemand.Atthispoint,thetimelyintroductionofthe conceptof"newretail"isanewexploration,bringingnewideasforthetransformationand developmentofbothonlineandtraditionalretailenterprises,it'sworthexploring. Firstofall,throughliteratureresearch,thispaperexpoundstheresearchresultsof domesticandforeignscholarsontheconceptof"newretail"beforeandafteritwasput forward,defineswhatis"newretail"andwhatcharacteristics"newretail"has,andcombsout thetheoreticalbasisofthisstudy.Atthesametime,combinedwiththepublicinformationof theMinistryofCommerceandtheBureauofstatistics,thispapersummarizesthebackground andmotivationofthetransformationandupgradingofthedomesticretailindustry.Secondly, thecasestudymethodisusedtoselecttworepresentativeenterprisesintheleisurefoodretail industry:ThreesquirrelsandBeststoreforresearch.Inthedatacollectionstep,the investigationandanalysismethodisusedtocollectthefirst-handinformationonconsumer demandandexperiencesatisfaction,soastofullyunderstandthelatestchangesinconsumer demandforleisurefood,andprovidetheproblemsexistingintheconsumeraspectofthecase enterprisebasis.Atthesametime,itcollectsthespecificmeasuresofthetransformationand developmentofthetwoenterprisesunderthenewretailbackgroundbycombiningthecase companyprospectus,financialstatements,corporatewebsiteandotherways,andcarriesout caseanalysisinstrictaccordancewiththenewretailtheoreticalparadigm.Byanalyzingthe strategies,problemsandsolutionsofthetransformationanddevelopmentofthecase enterprisesunderthenewretailbackground,thepracticalpathofthetransformationand 山东建筑大学硕士学位论文 III developmentofthetwoenterprisesunderthenewretailbackgroundisobtained.Finally,the papersummarizesthecharacteristicsofthecurrenttransformationofleisurefoodretail industry,andconcludesthestrategyandpracticepathofthetransformationanddevelopment ofleisurefoodretailindustry. KeyWords:NewRetail,leisurefoodretailindustry,transformationand developmentpracticepath 山东建筑大学硕士学位论文 IV 目录 摘要............................................................................................................................I ABSTRACT................................................................................................................II 第1章绪论..............................................................................................................1 1.1本文研究目的与意义...........................................................................................................1 1.2国内外相关研究的研究状况梳理及研究动态...................................................................1 1.3本研究相对于已有研究的独到理论意义和实践意义........................................................5 1.4研究思路及技术路线...........................................................................................................6 1.5本研究的学术创新点............................................................................................................7 1.6研究方法...............................................................................................................................7 1.7国内零售业转型升级的背景、动因....................................................................................7 第2章理论基础.....................................................................................................13 2.1新零售理论..........................................................................................................................13 2.2休闲食品零售业相关概念..................................................................................................16 第3章案例研究设计.............................................................................................21 3.1研究目的..............................................................................................................................21 3.2研究步骤..............................................................................................................................21 3.3理论构建..............................................................................................................................21 3.4案例选择..............................................................................................................................22 3.5数据采集..............................................................................................................................25 第4章调查问卷设计与分析.................................................................................26 4.1构建指标体系的原则..........................................................................................................26 4.2问卷设计..............................................................................................................................27 4.3问卷发放与回收..................................................................................................................29 4.4数据分析与评价.................................................................................................................30 第5章案例分析.....................................................................................................42 5.1三只松鼠..............................................................................................................................42 5.2良品铺子.............................................................................................................................47 山东建筑大学硕士学位论文 V 5.3新零售背景下三只松鼠与良品铺子转型发展实践路径对比..........................................52 第6章结论与局限性.............................................................................................54 6.1新零售背景下休闲食品零售业转型发展的阶段性特征..................................................54 6.2新零售背景下休闲食品零售业转