“新零售”,中国超市的未来战略?

摘要

随着中国消费者对科技产品的使用不断增加，超市应该调整自身以适应线上购物的热潮。作为数字化最落后的部分之一，超市必须找到一个优于当前线上购物体验的方式来吸引消费者到店消费。在此篇文章中，我们试图解决的问题是：“新型零售方式”是否可以促进超市果蔬的销售？　　此篇论文采用的方法是在三个已知前提假设的条件下针对中国消费者问卷调查。　　问卷调查结果显示：随着线上购物的吸引力不断增强，超市有面临菜市场与其竞争的可能。由于时代差异和生活方式的改变，线上购物呈现出一种新的客户体验，并代表着中国客户的一个新兴信任载体。因此线上购物对年轻消费者的吸引大于对老年消费者的吸引。　　通过提出线上线下消费者共同的必要价值标准，新的零售方案对结合线上线下的果蔬销售提供了很好的机会。　　根据调查结果，我认为零售公司需要通过和客户建立更好的关系考虑“电子忠诚度“的重要性和通过一个健康应用软件或者其实用性来获得更好地发展.

目录

声明

致谢

1. Introduction

2. Literature Review

2.1 Supermarkets as a Threat to the Wet Market

2.1.1 Implementation of the Supermarkets in China

2.1.2 The Evolution of Chinese Consumers Lifestyle and Behavior

2.2. Chinese Young Consumers Buy Online and Older Generations Offline

2.2.1. Several Generations That Evolved in Different Periods of History

2.2.2. Technologies That Changes the Habits

2.2.3. TheAttraction For the Online

2.3.Apps Improve Fruits and Vegetables Consumption

2.3.1. TheApplication′s Impact on the Chinese Consumers

2.3.2. The Challenges of E-Loyalty

2.3.3. The “New retail”, a 100% Chinese Experience

3. Theory and Hypotheses

3.1 Theoretical Framework

3.2. Hypotheses

4. Methodology

4.1. Relevance and Purpose

4.1.1. Relevance of the Survey

4.1.2. Purpose of the Survey

4.2. Data Collection

4.3. Data Analysis

4.3.1. Supermarkets as a Threat to the Wet Market

4.3.2. Chinese Young Consumers buy Online and Older Generations Offline

4.3.3. Apps can Improve the Consumption of Fruits and Vegetables in the Supermarkets

5. Results

5.1. Key Findings

5.1.2. How the Results Show That Chinese Young Consumers Prefer Buying Online Instead of the Older Generation That Prefer Buy Offline?

5.1.3. How the Results Show that Apps can Improve the Sales of Fruits and Vegetables?

5.2. Implications

6. Discussion

6.1. Theoretical Implications

6.2. Limitations and Future Research Directions

6.3. Practical implications

6.4. Conclusion

参考文献

Appendices

1.Figures

2. Tables

3. Survey Questions