论文总字数：24506字

摘 要

随着电子商务市场竞争的日趋激烈，网络信息技术也取得长足进步，互联网走进千家万户，移动电话变得唾手可得，与每个人息息相关的零售业却面临着巨大考验，尤其是在进入21世纪后的电子商务的出现和发展，传统的零售行业更是雪上加霜，不但面临着商品更新换代速度的挑战，也面临着电子网上商品的冲击，不断挤压着生存空间。以及近年信息化时代的到来，不断冲击着零售业的固有体制和运行模式，传统零售业的发展遇到了瓶颈，即传统零售门店受到来自云平台对市场占有额侵蚀的冲击。因此，为了迎接机遇和挑战，在新的时代背景下更好的顺应市场的需求，零售行业进行了创新和改革。

云栖大会上，一个新概念被提出，即新零售。针对供应商，消费者和中间渠道的改变，通过电商平台、强物流以及互联网，使得消费者得到人性化的服务，从而使得零售业被赋予智能化、科技感。在这三个角度下,零食品牌、科技品牌、服装行业、汽车行业等企业巨头都向着新零售模式的方向在发展，他们是实体零售创新转型的引领者。新零售的发展前景一片大好，许多电商巨头和行业领先者纷纷试水新零售模式，进而打造更加“善解人意”的线下直营店。因此，线上线下融合是必然之路。

在此背景下，对新零售的线上线下融合进行分析，以瑞幸咖啡为典型案例分析，暴露出零售行业在电商人口红利消失以后进行不断尝试，新零售方兴未艾，引得电商巨头及其他公司纷纷模仿，然而有的企业却是昙花一现，短暂存在却又以失败告终。不论是哪一种，都不乏是发展战略的过快、难以留住客户、资金流断链、物流体系难以应对新零售的要求等原因而以失败告终，最终使得新零售的发展饱受争议。通过瑞幸咖啡这一典型新零售案例进行分析，并针对这一原因的现状进行分析，而得出结论。针对这些具有的原因进行讨论，并给出建议，即加强自身品牌建设、准确定位新零售线下店的发展人群及发展潜在客户、增加服务多样化等意见，对实际有一定的意义，从而对新零售发展中出现的问题提出建仪。

关键词：新零售；线上线下融合；瑞幸咖啡；创新转型；零售业革新

Case Study of Typical New Retail Online and Offline Integration

Abstract

With the increasingly fierce competition in e-commerce market, network information technology has also made great progress. The Internet has entered millions of households, mobile phones have become readily available, but the retail industry closely related to everyone is facing tremendous challenges. Especially in the emergence and development of e-commerce in the 21st century, the traditional retail industry is even worse, not only facing commodities but also more. The challenge of new generation speed is also facing the impact of electronic online goods, constantly squeezing the living space. In recent years, with the advent of information age, the inherent system and operation mode of retail industry have been constantly impacted. The development of traditional retail industry has encountered bottlenecks, that is, traditional retail stores have been impacted by the erosion of market share from cloud platform. Therefore, in order to meet the opportunities and challenges and better meet the needs of the market in the new era, the retail industry has carried out innovations and reforms.

At the Yunqi Conference, a new concept was put forward, that is, new retail. In view of the changes of suppliers, consumers and intermediary channels, through business platforms, strong logistics and the Internet, consumers are provided with humanized services, thus giving retail industry a sense of intelligence and technology. From these three perspectives, the giants of Zero Food Brand, Science and Technology Brand, Clothing Industry, Automobile Industry and other enterprises are developing towards the direction of new retail mode. They are the leaders of innovation and transformation of entity retail. The development prospects of new retail are very good. Many e-commerce giants and industry leaders have tried new retail models to create more "understandable" offline direct stores. Therefore, online and offline integration is the inevitable way.

In this context, the online and offline integration of new retail is analyzed, taking Ruixing Coffee as a typical case study, which reveals that the retail industry is trying constantly after the disappearance of the demographic dividend of the electronics trader, and that the new retail industry is in the ascendant, which has attracted the emulation of e-commerce giants and other companies. However, some enterprises are ephemeral, but their short-lived existence ends in failure. Either way, there are many reasons, such as too fast development strategy, difficult to retain customers, capital outflow chain, logistics system difficult to meet the requirements of new retail, which ultimately make the development of new retail controversial. Through the analysis of Ruisheng Coffee, a typical new retail case, and aiming at the current situation of this reason, the conclusion is drawn. In view of these reasons, this paper discusses and puts forward some suggestions, such as strengthening brand building, accurately locating the development crowd of new retail offline stores

and developing potential customers, increasing service diversification, etc., which are of certain significance to the reality, thus providing opinions on the problems arising in the development of new retail.

Keywords: New Retail; Online and Offline Convergence; Luckin Coffee; Innovation Transformation; Retail Business Innovation

目 录

摘 要

Abstract

第一章 绪 论

1.1 研究背景

1.2 研究目的及意义

1.3 研究内容及方法

1.4 论文框架

第二章 文献综述及相关理论

2.1 新零售的定义及特点

2.2 新零售的文献综述

第三章 新零售发展的现状分析

3.1 新零售在我国的概况分析

3.1.1 新零售的发展背景

3.1.2 新零售发展的成因分析

3.1.3 新零售在我国的发展现状

3.2 典型新零售企业在我国的发展

3.2.1 各大企业赋能新零售的特征

3.2.2 瑞幸咖啡与新零售

第四章 典型新零售企业存在的问题 —以瑞幸咖啡的发展为例

4.1 瑞幸咖啡的新零售企业分析

4.1.1 瑞幸咖啡的发展现状

4.1.2 瑞幸咖啡的发展模式

4.2 瑞幸咖啡的发展问题

4.2.1 线下门店发展速度快，入不敷出

4.2.2 以“便利店”的模式重复便利店咖啡的发展模式

4.2.3 咖啡市场选择细分化，重复购买率难以得到保障

4.2.4 线上或线下优势不明显

第五章 针对典型新零售企业瑞幸咖啡发展问题的解决策略

5.1 注重企业文化的培养和质量的提升，明确盈利模式

5.1.1 专注咖啡品质，提升品牌品质

5.1.2 增加服务的多样化，创造不同的本土咖啡模式

5.2 更全面了解消费者，提供不同的消费者服务模式

5.3 利用APP或者自主程序，实现特色服务

5.4 仍然要以线下发展为主

第六章 瑞幸咖啡的未来发展与新零售企业未来的展望

6.1 瑞幸咖啡未来的发展建议

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