摘 要
在新零售时代，传统零售业正经历变革，新零售模式成为新趋势。实体店作为新零售生态的重要部分，正转变为体验式消费中心和品牌展示窗口。面对市场和消费者需求变化，实体店转型升级是必然，以提升效率和管理水平，拓展新的发展空间。但转型升级过程中，实体店面临技术转型障碍、服务难度提升、竞争激烈和营销投入增加等挑战。为应对这些挑战，实体店需采取策略，如建立合作机制、定制化产品和服务、实施差异化竞争策略，并优化营销策略。这些措施将帮助实体店在新零售背景下实现转型升级，焕发新活力。
关键词：新零售背景；实体店转型；应对策略
CHALLENGES AND COUNTERMEASURES OF THE TRANSFORMATION AND UPGRADING OF PHYSICAL STORES UNDER THE BACKGROUND OF NEW RETAIL
ABSTRACT
In the new retail era, the traditional retail industry is undergoing changes, and the new retail model has been becoming a new trend. As an important part of the new retail ecosystem, physical stores are transforming into an experiential consumer center and a brand display window. In the face of changes in market and consumer demand, the transformation and upgrading of physical stores is inevitable to improve efficiency and management level and expand new development space. However, in the process of transformation and upgrading, physical stores are faced with challenges such as obstacles to technological transformation, increased service difficulty, fierce competition and increased marketing investment. To address these challenges, physical stores need to adopt strategies, such as establishing cooperation mechanisms, customizing products and services, implementing differentiated competitive strategies, and optimizing marketing strategies. These measures will help the physical stores to achieve the transformation and upgrading under the new retail background, and glow with new vitality.
KEY WORDS：New retail background; Transformation of physical stores; Coping strategy
目 录
摘 要 I
ABSTRACT II
第1章 绪论 1
1.1 研究背景及意义 1
1.2 国内外研究现状 1
第2章 相关理论概述 2
2.1 新零售的定义 2
2.2 新零售的核心特征 2
第3章 新零售背景下实体店转型升级的挑战 3
3.1 技术与数字化转型的障碍 3
3.2 个性化需求增加 3
3.3 同行业竞争激烈 4
3.4 营销投入增加 4
第4章 新零售背景下实体店转型升级的应对策略 5
4.1 建立合作与共享机制 5
4.2 定制化产品和服务 5
4.3 差异化竞争 6
4.4 优化营销策略 6
第5章 结论 7
参考文献 8
致 谢 9
