为响应有关加快城市化进程的相关文件，各省市地区都在加快步伐，以期完成城镇化的 目标，因此中国各大中小城市甚至一些较为繁华的县城也开始出现了大量的新建社区，以及 一些经过改造的老旧小区。而这些人口众多的居住区里需要大量的配套商业设施，才能逐渐 满足居民日常生活的各类需求，我们将这种萌生于社区之中的商业需求称为社区商业。随着 全国范围内城市化进度的完善，一些大型城市如上海、北京等，它们建设的中心商业区放眼 世界也是一流水平，享誉中外。中小型城市的商业设施在大环境的影响下也有了非常大的发 展和改善。但是随着城镇化进程加快，各大中小城市不断开发建设新的居民小区，从城郊、 农村涌向城市的人口也日益增多，再加上随着生活水平的提升、收入的不断增加，人们的生 活水平和消费观念都有了很大的不同，这些都需要生活小区范围内能拥有更为配套和完善的 商业设施。但是就现阶段来看，我国大部分城市的社区商业都没能跟得上社区规模的发展， 社区商业所需的设施不够、各商业体之间的布局不合理、店铺本身的服务内容过于单一等等， 无论是硬件设施还是软件规划上，都做不到基本满足城市居民消费和提高生活质量的简单需 求，与此同时也限制了城市化的进一步发展。 因此本文将从运营模式、供应链理论、社区O2O构建等方面对城市社区商业综合体的形 成和发展方向做出浅析。希望能从N社区便利店这个小店铺展开，从运营现状分析、现有运 营模式存在的问题、它在未来发展中的实施策略等各个方面的分析中，以点带面，找到一条 社区商业的未来发展之路，以达到满足城市居民消费需求的基本目标。 关键词：新零售；社区；O2O 社区新零售运营模式研究——以N社区便利店为例 1 ABSTRACT Inresponsetotherelevantdocumentsonspeedinguptheprocessofurbanization,allprovinces andmunicipalitiesarespeedinguptheirpaceinordertoachievethegoalofurbanization.Asaresult, largeandmedium-sizedcitiesinChinaandevensomemoreprosperouscountieshavebegunto appearalargenumberofnewcommunities.Andsomeoldandreformedresidentialareas.Inorder tomeettheneedsofresidents'dailylife,theseresidentialareaswithlargepopulationneedalarge numberofsupportingcommercialfacilities.Wecallthiskindofcommercialdemandinthe communitycommunitycommunitycommerce.Withtheimprovementofurbanizationinthewhole country,somelargecitiessuchasShanghaiandBeijing,thecentralcommercialdistricttheybuildis alsoafirst-classlevelintheworldandfamousathomeandabroadmercialfacilitiesinsmall andmedium-sizedcitieshavealsodevelopedandimprovedgreatlyundertheinfluenceofthe generalenvironment.However,withtheaccelerationofurbanization,smallandmedium-sizedcities continuetodevelopandbuildnewresidentialareas,andthepopulationfromsuburbsandruralareas tocitiesisincreasingdaybyday.Withtheimprovementoflivingstandardsandincome,people's livingstandardsandconsumptionconceptsareverydifferent.Theseallneedtohavemorecomplete andperfectcommercialfacilitieswithinthescopeoflivingareas.However,atthepresentstage,the communitycommerceinmostcitiesofourcountrycannotkeepupwiththedevelopmentof communityscale,thefacilitiesneededforcommunitycommercearenotenough,thelayoutbetween variouscommercialbodiesisunreasonable,theservicecontentoftheshopitselfistoosingle,andso on. Asaresult,thispaperwillanalyzetheformationanddevelopmentdirectionofurbancommunity commercialcomplexfromtheaspectsofoperationmode,supplychaintheoryandcommunityO2O construction.HopetostartfromtheNcommunityconveniencestorethissmallshop,fromthe operationstatusanalysis,theexistingbusinessmodelproblems,itsimplementationstrategyinthe futuredevelopmentandotheraspectsoftheanalysis,tofindawaytothefuturedevelopmentof communitycommerce,inordertomeetthebasicgoalofurbanresidentsconsumptiondemand. KEYWORDS:newretail;community;O2O 社区新零售运营模式研究——以N社区便利店为例 1 目录 第一章绪论·············································································1 第一节选题背景·····················································································1 第二节研究意义·····················································································1 第三节研究内容与方法············································································3 一、研究内容·························································································3 二、研究方法·························································································4 第二章社区商业基本概念和相关理论············································5 第一节基本概念·····················································································5 一、社区新零售······················································································5 二、运营模式·························································································5 三、运营模式分类···················································································6 四、社区O2O模式··················································································8 第二节相关理论·····················································································9 一、供应链理论······················································································9 二、4P理论··························································································11 三、4C理论··························································································12 第三章N社区新零售运营现状分析···············································13 第一节N社区便利店企业简介··································································13 一、区域位置与客群···············································································13 二、经营优势························································································14 第二节N社区便利店运营模式分析····························································15 一、社区O2O模式的构建········································································15 二、服务项目的设置与优化·····································································17 第四章N社区便利店现有运营模式存在的问题·······························19 一、服务设施不健全物流系统不完善························································19 目录 12 二、货架陈列单一促销形式传统······························································19 三、门店面积较小······················