摘要
随着数字经济的快速发展，新零售模式逐渐成为商业领域的热点议题。本研究旨在探讨电子商务与实体店在新零售背景下的融合策略，以提升零售企业的竞争力和消费者体验。通过文献综述、案例分析及问卷调查相结合的方法，本文系统梳理了新零售模式的核心特征及其对传统零售业态的影响，并深入剖析了线上线下融合的关键要素。研究发现，数据驱动的精准营销、全渠道整合服务以及场景化消费体验是实现电子商务与实体店深度融合的重要路径。此外，技术创新（如人工智能、大数据分析）在优化供应链管理和增强用户互动方面发挥了关键作用。本研究的创新点在于提出了基于消费者行为画像的动态融合模型，为零售企业制定个性化运营策略提供了理论支持。研究结果表明，通过构建无缝衔接的购物生态系统，零售企业能够有效降低运营成本、提高资源利用效率并满足消费者的多元化需求。这一结论不仅丰富了新零售理论体系，还为实践中的商业模式创新提供了重要参考。
关键词：新零售模式；线上线下融合；数据驱动营销；消费者行为画像；技术创新
Abstract
With the rapid development of the digital economy, the new retail model has gradually become a focal topic in the commercial domain. This study aims to explore the integration strategies of e-commerce and physical stores under the context of new retail to enhance the competitiveness of retail enterprises and improve consumer experience. By employing a combination of literature review, case analysis, and questionnaire surveys, this paper systematically examines the core characteristics of the new retail model and its impact on traditional retail formats, while deeply analyzing the key factors of online-to-offline integration. The findings indicate that data-driven precise marketing, omnichannel integrated services, and scenario-based consumption experiences are critical pathways for achieving deep integration between e-commerce and physical stores. Moreover, technological innovations such as artificial intelligence and big data analytics play a pivotal role in optimizing supply chain management and enhancing user interaction. A notable contribution of this research is the proposal of a dynamic integration model based on consumer behavior profiling, which provides theoretical support for retail enterprises to develop personalized operational strategies. The results demonstrate that by constructing a seamlessly connected shopping ecosystem, retail enterprises can effectively reduce operational costs, improve resource utilization efficiency, and meet the diversified needs of consumers. This conclusion not only enriches the theoretical fr amework of new retail but also offers significant references for business model innovation in practical applications.
Keywords：New Retail Model; Online-Offline Integration; Data-Driven Marketing; Consumer Behavior Profiling; Technological Innovation
目 录
摘要 I
Abstract II
一、绪论 1
(一) 新零售模式下融合策略的研究背景 1
(二) 电子商务与实体店融合的研究意义 1
(三) 国内外研究现状分析 2
二、新零售模式下的融合基础 2
(一) 新零售模式的核心特征 2
(二) 电子商务与实体店的互补性分析 3
(三) 融合的技术支撑体系 3
三、融合策略的关键要素分析 4
(一) 消费者需求驱动的融合路径 4
(二) 数据驱动的精准营销策略 4
(三) 全渠道整合的运营模式 5
四、实施融合策略的案例与展望 5
(一) 典型企业融合实践分析 5
(二) 融合过程中的挑战与对策 6
(三) 未来发展趋势与优化方向 6
结 论 8
参考文献 9
