Research on the Mechanism of Digital Technology Empowerment and New Retail Innovation
*上海理工大学管理学院研究生钟坤对本文做出了较大贡献,在此表示感谢。
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责任编辑:方程
(School of Management,University of Shanghai for Science and Technology,Shanghai 200093,China) Abstract:“New retail”is the third time revolution in the retail industry,which is promoted by consumers and driven by digital technology;and Internet,social network,and the Internet of Things (IOT) realize the real-time connection between every consumer and the retail system. With new retail in the digital era,product marketing and technological marketing are promoted jointly;taking digital technology as the center,new consumption demand could be satisfied;under the background of Internet of Everything,retailers will realize online to offline integration,and form the business pattern that integrating shopping guiding industry with such industries as e- commerce,digital content,and online advertising. The digital era has impact on traditional marketing decision- making paradigm,and brings changes in decision fields,scene,subject,fundamental assumption,basic method,and process;big data marketing decision- making has the characteristics of cross- region,man- machine,and nonlinearity;driven by the development and application of such core technologies as AI,cloud computing,biological recognition,and IOT,the industrial chain of retail industry has been gradually adjusted,and the trend of connected production and sale and the integrated front desk and back desk is becoming more obvious;in the digital era,data is the“crude oil”of all industries,and the capability for computing is the driving engine changing data“crude oil”into driving force;the essence of new retail is data- driven;and consumption upgrading,big data empowerment,the application of AI technology,and scene revolution will help enterprises to reduce costs,improve service efficiency,and perfect consumers’experience.
Key words:digital technology empowerment;new retail;marketing technology;industrial chain