Innovative Development of“New Retail”Service in 5G Era ........................... ZHAO Shu-mei and LI Yin-qing

（Changchun University of Chinese Medicine，Changchun，Jilin130117，China）

Abstract：As a concept，"new retail service" is compared with traditional retail service. In essence，new retail service mainly refers to the retail service under the background driven by new technology in the new era. Specifically，it refers to all activities connected with new retail that provide help for consumers under the background of new retail. In 2019，China's 5G commercial era is officially launched. "New retail service" can help consumers enjoy the same high- quality service at different times and places. It can also promote and stimulate producers to know more about consumer needs and produce standardized products and services for consumers to have a good experience at any time. The constraining factors of“new retail”service include the hindered connection between residents’living and new category service，the insufficient development of new economic forms of business and innovation in traditional industries，the lack of service standard and criteria，the not matched “new retail”service with modern industrial value chain restructuring，and the lack of macro policy support and legal supervision. The innovative development of“new retail”service in the era of 5G should be combined with the real consumers’demand and social development；and in constructing “new retail”service system，we should also fully consider the difference forms of traditional retail，absorb the positive factors of traditional service，be based on idea guidance and policy driving，and promote the new technology to facilitate“new retail”service. We should make“new retail”service to facilitate the development of new economic forms of business and innovation in traditional industry，improve customers’experience，formulate the standard and criteria of“new retail”service，better protect consumers’interests and enterprises’benefit，optimize the macro policy of“new retail”service，and promote the connection between“new retail”service development direction and the restructuring of modern industrial value chain. In the era of 5G，in developing“new retail”service，we should take more advantage of new technology， optimize the idea and quality of service，find out the deficiencies in practice and make the improvement to keep up to the new era and make sustainable and innovative development.

Key words：5G；new retail ；“new retail”service ；new economic forms of business；consumers’experience

doi：10.14089/j.cnki.cn11-3664/f.2019.09.002引用格式：王冠凤，曹键.中国高端服务业发展水平的国际比较[J].中国流通经济，2019（9）：15-28.