文章对移动互联网与PC互联网进行了比较, 分析了移动互联网与零售的关系, 指出了移动互联网时代消费行为的主要特征: 时间碎片化、空间碎片化、需求碎片化、行为互动化、决策理性化、评价主动化和消费体验化等. 基于消费行为的变化, 进一步提出移动互联网时代零售企业的创新思维与战略方向: 一是充分通过消费者参与来提升客户体验, 注重培育企业和产品的粉丝; 二是采取快速迭代创新对产品与服务进行修正; 三是采取极致的个性化运营策略, 为消费者提供个性化的移动端私人货架产品或服务; 四是布局移动电商, 实施全渠道零售; 五是探索社交电商, 将社交化媒介与电子商务充分结合.%There is a comparison between mobile Internet and personal computer Internet. The relation between mobile Internet and retail is discussed as well. The result indicates major changes of consumer behavior under mobile internet era , including fragmentation of time, fragmentation of space, fragmentation of demand, interaction of behavior, rationalization of decision, initiative of evaluation, experiential consumption etc. Based on the changes of consumer behaviors , the innovative thinking and strategic directions for retail enterprises under mobile internet era are proposed:first is to promote user experience through user participation and focus on cultivating fans for enterprise and products; second is to modify the products and services through rapid iterative innovation; third is to adopt personalized operation strategy and offer personalized products or services to consumers at mobile terminals; fourth is to arrange mobile e-commerce and implement omni-channel retailing; fifth is to explore social e-commerce and combine social media well with e-commerce.
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