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本文基于1×N模型、N×1模型、N×N模型及业态多重均衡分析,建立了消费者偏好与零售业态之间的映射,提出消费者异质性、零售商差异化的成本转移与自身的规模溢出效应,是推动多元零售业态繁荣发展的内在动力。建立在多样性与多重均衡基础上的零售业态,是响应后福特时代消费者异质性的重要形式,流通过程相对于迂回生产过程是界面的延展,通过业态多元化与职能互补,提供差异化的服务组合来实现终端需求侧响应,同时为有针对性地制定流通政策提供了理论基础与研究基础。
Based on the 1 × N model, the N × 1 model, the N × N model and the industry multiple equilibrium analysis, this paper establishes the mapping between consumer preferences and retail formats, and puts forward that the consumer heterogeneity, retailer differentiation cost transfer and Its own scale spillover effect is the intrinsic impetus for the prosperity and development of diversified retail formats. Retail formats based on diversity and multiple equilibria are an important form of response to consumer heterogeneity in the post-Ford era. The distribution process is an extension of the interface relative to the circuitous production process, providing differentiation through the diversification of functions and functions Service portfolio to achieve the demand side of the terminal response, and for the formulation of the circulation policy to provide a theoretical basis and research foundation.