摘要
由于受技术的变革、消费者消费升级以及行业流通效率偏低的影响,消费者质量诉求将逐渐取代价格诉求。"新零售"围绕消费者需求,将传统的"货-场-人"的供应链模式重构为"人-货-场"模式。本文基于"新零售"的概念,以赣南脐橙产业为例,结合现有特色种植产品的物流供应链模式,分析赣南脐橙这一地标产品演化为区域公共品牌的"新零售"模式。该模式主要通过促使赣南脐橙用户根据PC端或者移动端给出的购买需求,自动匹配相应的农户,农户再按需生产。该模式能更好地契合消费者心理,为其带来更具吸引力的价值体验,最终必将赢得社会大众的认同和喜爱,从而使赣南脐橙从区域地标产品上升为区域公共品牌。
Resulting from technological change, consumer consumption escalation and low efficiency of industry circulation, price is being replaced by quality in consumer demand. ＂New Retail＂, which focuses on consumer demand, has transformed the traditional ＂Supplier-Seller-Consumer＂ chain mode to ＂Consumer-Supplier-Seller＂ mode. Based on the concept of ＂New Retail＂, taking Gannan navel orange industry as an example, combined with the logistics supply chain model of existing specialty products, this paper analyzes the Gannan navel orange product as the ＂new retail＂ model of regional public brand. In accordance with the clients＂ needs collected from PC users or mobile app users, this model automatically matches the corresponding farmers to clients＂ needs and puts products into manufacturing. While fitting the consumer demand to a further extent, this model brings a more attractive value experience, which would do help in winning the public recognition of Gannan navel orange, to add its value from a regional public products to a regional landmark brand.
出处
《企业经济》
CSSCI
北大核心
2017年第11期28-34,共7页
Enterprise Economy
基金
江西省高校人文社会科学研究2015年度项目“江西农产品(果蔬)物流供应链模式研究--以赣南脐橙为例”(项目编号:GL1526)
关键词
新零售
地标产品
区域公共品牌
赣南脐橙
new retail
landmark agricultural products
regional public brands
Gannan Navel Oranges
