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随着经济和整个社会的不断发展,零售业态也在不断的演进。零售业作为连接生产和消费,并向消费者提供产品和服务的流通环节,其发展不仅能够提高节省资源,提高经济效率,还能增加就业和促进环保。国内外学者关于零售业态演进的理论不胜枚举,但是基于顾客让渡价值的研究较少。本文将以一个独特的视角——顾客让渡价值为视角,来阐释从供销社到购物中心等零售业态的演进过程,从而得到消费者追求顾客让渡价值最大化是零售业演进的内在驱动力。
With the continuous development of the economy and society as a whole, retail formats are also constantly evolving. Retailing, as a link in circulation to produce and consume and provide consumers with products and services, can not only improve resource conservation, increase economic efficiency, but also increase employment and environmental protection. There are many theories about the evolution of retail formats at home and abroad, but there are few researches on the value of customer transfer. In this article, we will interpret the evolution of retail formats such as supply and marketing cooperatives and shopping malls from a unique perspective - customer empowerment value, so as to obtain consumers’ pursuit of customer value maximization, which is the intrinsic driving force of retail evolution .