随着数字经济的不断升级，中国电子商务市场规模不断扩大，并成为全球最 大的电子商务零售市场。电商行业进入成熟期的同时，中国网民人数也逐渐达到 顶峰，互联网流量红利见底，全国网络零售额增速整体呈下滑趋势，线上电商扩 张速度放缓，行业天花板无限逼近。此外受社会消费升级的影响，传统电商体验 差、产品同质化严重等短板不断暴露，伴随着大数据、云计算、人工智能等为代 表的先进数字技术的日益成熟，新零售逐渐走上历史舞台，对传统电商行业提出 新的挑战和机遇。近年来，社交电商、内容电商等多种电商新模式不断涌现，快 速获取流量并抢占市场份额，同时为传统电商提供发展新思路。传统电商企业必 须迅速转变战略思维，抓住时代潮流，回应时代趋势，打造以数据资源为驱动、 数字技术创新为手段、用户体验升级为目的的新商业模式，实施战略转型完成企 业改造升级，最终获得企业持续竞争优势，推动零售业态变革。 本文选取的研究对象A电子商务有限公司是一家专注于小家电销售的传统电 子商务零售企业，公司销售额过亿，迎来成熟期的同时也伴随着销售额增速放缓、 运营成本上升等问题的困扰。公司创始人审时度势，出于前瞻性考虑希望可以为 公司发展寻找新的转型突破口，顺利度过发展瓶颈期并完成企业发展上的一次飞 跃。本文通过对宏观环境、行业内生增长动力以及新挑战的分析，准确进行企业 定位，结合 A 公司实际情况，设立新零售背景下转型发展目标，制定分阶段实施 战略转型步骤，采取战略转型保障措施，帮助企业顺利完成战略转型。最后，本 文提出的建议对其他传统零售电商具有借鉴意义。 关键字： 电子商务；新零售；战略转型I ABSTRCT With the continuous upgrading of the digital economy, the scale of China's e-commerce market continues to expand and become the world's largest e-commerce retail market. When the e-commerce industry enters the mature stage, the number of Internet users in China gradually reaches the peak, the dividend of Internet traffic reaches the bottom, the overall growth rate of national online retail sales declines, the expansion speed of online e-commerce slows down, and the ceiling of the industry is approaching. In addition, affected by the upgrading of social consumption, weaknesses such as poor e-commerce experience and serious product homogeneity in the retail industry have been exposed. With the increasing maturity of advanced digital technologies represented by big data, cloud computing and artificial intelligence, new retail has gradually stepped onto the historical stage, posing new challenges and opportunities to the traditional e-commerce. In recent years, a variety of new e-commerce models, such as social e-commerce and content e-commerce, have been constantly emerging, rapidly gaining traffic and market share, and providing new ideas for the development of traditional e-commerce. Traditional e-commerce enterprise must rapidly changing strategic thinking, grasp and respond the trend of the times, build data resources as the drive, digital technology innovation as the means, upgrade the user experience for the purpose of the new business model, the implementation of strategic transformation to complete the upgrade of the enterprise, for enterprise sustainable competitive advantage, promote the change of retailing forms. The research object selected in this paper is Ae-commerce co., LTD., Atraditional e-commerce retail enterprise focusing on the sales of small household appliances. The company's sales volume exceeds 100 million. The founder of the company judged the situation and, out of forward-looking consideration, hoped to find a new breakthrough in transformation for the company's development, successfully overcome the development bottleneck period and complete a leap in the development of the enterprise. Based on the analysis of the macro environment, the endogenous growth momentum of the industry and new challenges, this paper accurately positioned the enterprise, combined with the actual situation of company A, set up the transformation and development goals under the background of new retail, formulated the steps of phased implementation of strategic transformation, and adopted strategic transformation guarantee measures to help the enterprise successfully complete theII strategic transformation. Finally, the Suggestions proposed in this paper are of reference significance to other traditional retail e-commerce. KEYWORDS:e-commerce; new retail; strategic transformation1 目 录 第一章 绪论...................................................................................................1 第一节 研究背景..............................................................................................................1 第二节 研究意义............................................................................................................3 一、理论意义................................................................................................................3 二、实践意义................................................................................................................4 第三节 国内外研究现状..................................................................................................4 一、新零售研究现状....................................................................................................4 二、战略转型相关研究................................................................................................6 三、数字化转型相关研究............................................................................................7 第四节 研究内容与研究方法........................................................................................8 一、研究内容................................................................................................................8 二、研究方法................................................................................................................9 第二章 相关概念与理论.............................................................................10 第一节 新零售概述........................................................................................................10 一、新零售定义..........................................................................................................10 二、新零售的特点......................................................................................................10 第二节 电子商务相关概念..........................................................................................11 一、电子商务内涵......................................................................................................11 二、电子商务的类型..................................................................................................12 第三节 相关理论基础..................................................................................................13 一、战略转型理论......................................................................................................13 二、用户增长模型......................................................................................................14 三、用户画像..............................................................................................................15 第三章 A 电子商务有限公司经营现状分析.............................................17 第一节 A 电子商务有限公司概况..............................................................................17 一、A 电子商务有限公司经营概况..........................................................................172 二、A 电子商务有限公司组织结构..........................................................................18 第二节 A 电子商务有限公司关键发展历程..............................................................19 一、公司初创期（2010 年 7 月-2013 年）...............................................................19 二、高速成长期（2014 年-2015 年）.......................................................................19 三、稳步发展期（2016 年至今）.............................................................................20 第三节 A 电子商务有限公司现状调查......................................................................21 一、增长速率下滑......................................................................................................21 二、运营成本增加......................................................................................................22 三、多方竞争加剧......................................................................................................23 四、库存管理亟待优化..............................................................................................24 五、决策层转型意愿..................................................................................................25 第四章 A 电子商务有限公司转型环境分析.............................................26 第一节 宏观环境分析..................................................................................................26 一、供给侧改革与社会主要矛盾的转变..................................................................26 二、经济转型与产业升级..........................................................................................26 三、数字革命与制造业升级......................................................................................27 四、需求端出现代际变迁与消费升级......................................................................27 第二节 行业内生增长动力分析..................................................................................28 一、商业模式创新涌现..............................................................................................28 二、电商巨头提前布局..............................................................................................29 三、电商市场份额稳定..............................................................................................29 第三节 新零售对传统电子商务企业的挑战..............................................................30 一、重构消费价值观..................................................................................................30 二、整合线上下资源..................................................................................................30 三、提升数字技术能力..............................................................................................31 第五章 A 电子商务有限公司转型发展规划.............................................32 第一节 设立战略转型目标..........................................................................................32 一、选择前瞻性转型方式..........................................................................................32 二、设置新零售导向转型方向..................................................................................32 三、明确社交型电商转型目标..................................................................................333 第二节 分阶段实施转型目标......................................................................................34 一、深度经营用户关系..............................................................................................34 二、提升用户体验......................................................................................................36 三、深度介入供应链管理..........................................................................................37 四、构建智能商业竞争力..........................................................................................39 第三节 转型发展的保障措施......................................................................................40 一、完善组织内部结构..............................................................................................40 二、完善公司人力资源配置......................................................................................40 三、提高公司数字化水平..........................................................................................41 第六章 结论与展望.....................................................................................42