论文总字数：30196字

摘 要

随着经济的快速发展，互联网在我们的生活中越来越重要。在互联网 背景下，人们的生活方式得到了改善，生活质量有所改善。传统的生鲜零售是上“线上 线下”的新零售模式。新零售就是加上现代物流深度整合的线上和线下一种新的零售新模式，而盒马鲜生是新零售中一个典范性代表。本文分析了盒马鲜生具体情况，并结合大数据，人工智能手段，来探究在互联网 背景下新零售模式。

“互联网 ”计划的目的是要充分发挥互联网的优势，互联网与传统产业融合，以产业升级提升经济生产力，最终实现社会财富的增加。目前，大数据、人工智能、云计算、AR技术、支付聚合等一系列新兴产业的发展，使得零售业围绕着成本、效率和体验不断创新与发展。新零售本质就是号召零售企业实行线上线下结合，融合现代物流体系，用互联网的思维来开拓创新，改善原有方式，提高企业的运行效率。本文采用了商业模式5要素，即价值主张、价值链结构、关系网络、组织基础设施、盈利模式，与新零售特点相结合，来培养忠实顾客；提高工作效率；形成更好的客户关系管理；让公司的组织结构运行的更加协调，实现盈利。最后采用问卷调查及现场观察的抽样方式，对互联网 环境下新零售模式进行研究，为未来零售发展奠定基础。

关键词：传统零售；商业模式；盒马鲜生；新零售；

A study on the New Retail Mode under the background of "Internet"-taking Ma Xiansheng as an example

Abstract

With the rapid development of economy, the Internet is more and more important in our life. In the context of the Internet, people"s way of life has been improved, the quality of life has been improved. Traditional fresh retailers step by step into the new retail mode of "online and offline". New retailing is a new retail model which combines online and offline experience with the deep integration of modern logistics. Carton Ma Xiansheng is an exemplary representative of new retailing. In this paper, we take Carton Ma Xiansheng as a case study, combined with big data and artificial intelligence, to explore the new retail model under the background of Internet.

The aim of the "Internet" program is to give full play to the advantages of the Internet, to integrate the Internet with traditional industries, to upgrade the economic productivity and finally to realize the increase of social wealth. With the development of big data, artificial intelligence, cloud computing, AR technology, payment convergence and a series of new industries, retail industry is constantly innovating and developing around cost, efficiency and experience. The essence of new retailing is to call on retail enterprises to combine online and offline, integrate modern logistics system, exploit and innovate with the thinking of Internet, improve the original mode and improve the efficiency of operation of enterprises. The paper uses five elements of business model, They are value proposition, value chain structure, relationship network, organizational infrastructure, profit model, combining with new retail characteristics to cultivate loyal customers, improve work efficiency, form better customer relationship management; Make the company"s organizational structure more coordinated and profitable. Finally, the new retail model under the Internet environment is studied by questionnaire survey and spot observation, which will lay the foundation for the future development of retail.

Through the research and analysis of a large amount of literature, combined with the business model model, the data collection and arrangement are carried out by using the questionnaire and the on-site observation mode, the questionnaire is put on the “questionnaire star” official website, and the two-dimensional code is generated to be forwarded to the friend circle, and the friends are allowed to fill out the questionnaire, and is convenient for data collection.

Keywords: Traditional retail; Business model; HeMa Xiansheng; New retail;

目 录

摘 要 II

Abstract III

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的及意义 1

1.3 研究内容及方法 2

1.4 论文框架 3

第二章 文献综述 4

第三章 零售及新零售发展态势 7

3.1 零售发展现状 7

3.2 零售发展的问题 8

3.3 零售发展的解决方法 9

3.4 互联网 的发展 9

3.5 新零售的发展 10

第四章 新零售的商业模式 14

4.1 商业模式模型 14

4.2 “互联网 ”背景下新零售商业模式要素分析 14

4.3 “互联网 ”背景下新零售商业模式创新 15

第五章 新零售模式发展案例分析——以盒马鲜生为例 18

5.1 新零售模式分析 18

5.2盒马鲜生介绍 18

5.3盒马鲜生新零售模式 19

5.4“互联网 ”背景下盒马鲜生的创新 20

第六章 关于新零售模式调查问卷——以盒马鲜生为例 22

6.1 调查对象、目的及方式 22

6.2 问卷设计与实施 22

6.3 问卷调查和数据搜集 22

6.4现场调查 27

第七章 新零售的发展建议 29

7.1 新事物富有活力 29

7.2 新体验丰富多彩 29

7.3 新服务优化升级 29

7.4新技术层出不穷 30

结论 31

致 谢 32

参考文献（References） 33

附录一、调查问卷 34

第一章 绪 论

1.1 研究背景

“互联网 ”在经济发展的过程中起到了重要作用，使得资源合理配置，促进经济的发展，社会的进步。“互联网 ”表现为Internet进行在线网络销售活动，消费者和商家之间可以共享网络基础设施、支付平台、安全平台等一些资源，实现双赢局面。

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