I 摘要 当今零售业发展不断深化互联网技术的应用，同时消费者需求的不断变化对传统 零售业带来冲击，发展新零售，实现线上与线下的融合发展，成为传统零售企业转型 升级的必然选择，而如何选择正确道路成为传统零售企业面临的亟需解决的问题。本 文以JDL商场为研究对象，通过对JDL商场现阶段发展存在的问题、宏观环境、内部 环境等的分析进行新零售模式研究，制定可行的新零售模式发展路径，健全实施保障 措施，为JDL商场竞争优势的获取与延续奠定坚实的基础，并为促进其他百货零售业 健康发展提供参考。本文首先分析课题来源、研究意义、国内外研究水平和发展趋势、 研究设计方案和预期成果。接着为相关理论的界定，包括传统零售模式、新零售模式 以及二者的对比分析。通过新零售模式与传统零售模式的对比分析，凸显新零售模式 的优势。然后对JDL商场实施新零售模式的驱动因素进行分析，分析其发展存在的问 题，对所处的宏观环境、内部环境分析，指出JDL商场实施新零售模式的必要性。综 合以上因素从线上维度、线下维度、物流体系、线上线下融合发展等四个方面为JDL 商场提出新零售模式设计建议，具体包括优化线上平台、大力发展移动终端、构建 CRM系统、拓展体验式消费、差异化经营业态、开发小型社区超市、个性化定制、供 应链管理模式转型、应用全链路数字化技术系统、完善物流配送体系等措施。最后提 出JDL商场的新零售模式实施保障措施，包括完善实施方式、优化组织结构、建立完 善内部管理制度等，从而确保JDL商场新零售发展路径能够有效实施。 关键词：新零售；传统零售；线上线下融合 山东理工大学硕士学位论文ABSTRACT II ABSTRACT Nowadays,thedevelopmentofretailindustryisdeepeningtheapplicationofInternet technology.Atthesametime,theconstantchangeofconsumerdemandhasbroughtimpact ontraditionalretailindustry.Developingnewretailandrealizingtheintegrationofonline andofflinedevelopmenthavebecometheinevitablechoiceforthetransformationand upgradingoftraditionalretailenterprises.Howtochoosetherightpathhasbecomean urgentproblemfacedbytraditionalretailenterprises.ThispapertakesJDLmallasthe researchobject,throughanalyzingtheexistingproblems,macro-environmentandinternal environmentofJDLmallatthepresentstage,studiesthenewretailmode,formulates feasibledevelopmentpathofnewretailmode,andperfectstheimplementationof safeguardmeasures,laysasolidfoundationforacquiringandcontinuingthecompetitive advantageofJDLmall,andprovidesreferenceforpromotingthehealthydevelopmentof otherdepartmentstoresandretailindustry.Test.Firstly,thispaperanalysesthesource, significance,researchlevelanddevelopmenttrendathomeandabroad,researchdesign schemeandexpectedresults.Thenitdefinestherelevantconcepts,includingthe traditionalretailmodel,thenewretailmodelandthecomparativeanalysisofthetwo. Throughthecomparativeanalysisofthenewretailmodelandthetraditionalretailmodel, theadvantagesofthenewretailmodelarehighlighted.Thenitanalysesthedrivingfactors oftheimplementationofnewretailmodeinJDLmall,analysestheproblemsinits development,themacroenvironmentandtheinternalenvironment,andpointsoutthe necessityoftheimplementationofnewretailmodeinJDLmall.Basedontheabove factors,thispaperputsforwardsuggestionsforthedevelopmentofJDLretailmodelfrom fouraspects:onlinedimension,offlinedimension,logisticssystem,onlineandoffline integrationanddevelopment.Specifically,itincludesoptimizingonlineplatform, vigorouslydevelopingmobileterminals,buildingCRMsystem,expandingexperiential consumption,differentiatedbusinessformat,developingsmallcommunitysupermarkets, personalizedcustomization,supplychainmanagement.Suchmeasuresastransformation, applicationoffull-linkdigitaltechnologysystem,improvementoflogisticsdistribution system,etc.Finally,itputsforwardtheimplementationsafeguardmeasuresofthenew retailmodeofJDLmall,includingimprovingtheimplementationmode,optimizingthe organizationalstructure,establishingandimprovingtheinternalmanagementsystem,soas toensuretheeffectiveimplementationofthenewretaildevelopmentpathofJDLmall. Keywords:Newretail;Traditionalretail;Onlineandofflineintegration 山东理工大学硕士学位论文目录 III 目录 摘要.................................................................................................................................I ABSTRACT...........................................................................................................................II 目录...............................................................................................................................III 第一章引言....................................................................................................................1 1.1课题来源...................................................................................................................1 1.2研究意义...................................................................................................................2 1.2.1理论意义..........................................................................................................2 1.2.2实践意义..........................................................................................................2 1.3国内外研究水平和发展趋势......................................................................................3 1.3.1国外研究水平和发展趋势...............................................................................3 1.3.2国内发展水平与发展趋势...............................................................................4 1.3.3对国内外文献的评价......................................................................................5 1.4研究设计方案和预期成果.........................................................................................6 1.4.1研究内容..........................................................................................................6 1.4.2研究方法..........................................................................................................6 1.4.3技术路线..........................................................................................................7 1.4.4预期成果..........................................................................................................8 第二章相关概念和理论基础................................................................................................9 2.1新零售的概念............................................................................................................9 2.1.1新零售模式定义..............................................................................................9 2.1.2新零售模式的发展历程.................................................................................10 2.1.3新零售模式的特征.........................................................................................10 2.1.4新零售模式与传统零售模式的对比...............................................................12 2.2新零售的理论基础...................................................................................................13 2.2.1竞争战略.......................................................................................................13 2.2.2零售竞争战略................................................................................................14 2.2.3SWOT分析法................................................................................................14 第三章JDL商场新零售模式转型现状和存在的问题..........................................................16 3.1JDL商场简介和现状................................................................................................16 3.2JDL商场新零售模式转型中存在的问题..................................................................17 3.2.1经营成本过高...............................................................................................17 山东理工大学硕士学位论文目录 IV 3.2.2特定消费者群体客户流失.............................................................................17 3.2.3同质化严重...................................................................................................17 3.2.4物流配送滞后...............................................................................................18 3.3JDL商场新零售模式转型中存在问题的原因..........................................................18 第四章JDL商场零售市场环境分析..............................