马云 2016 年首次提出“新零售”概念：“纯电商时代很快会结束，未来的十年、 二十年，线上线下和物流必须结合在一起，才能诞生真正的新零售 ” [1] 。在此之前，实 体零售企业在电商模式的冲击和消费升级等多种因素影响下已经举步维艰，亟待转型。 近年来，随着国内互联网流量红利的衰退，纯电商模式的获客成本 不断上涨，大多数依 托网络销售的电商线上增长也遭遇瓶颈，电商零售企业亦面临转型。纯电商业态与传统 实体业态均不能有效满足消费需求，此时“新零售”概念的适时提出 ，是一种新探索， 为无论线上零售企业还是传统零售企业的转型发展带来新思路，值得我们深入探讨。 本文首先通过文献研究法，阐述当前国内外学者关于“新零售”概念提出 前后零售 业转型发展的研究成果，界定什么是“新零售”，“新零售”具有什么特点，并梳理出 本次研究的理论基础。同时结合商务部、统计局等公开欧亿·体育（中国）有限公司，归纳概括出当前国 内零售 业转型升级的背景、动因。其次，以案例研究法选取休闲食品零售欧亿·体育（中国）有限公司的两家代表企业 ——三只松鼠和良品铺子进行研究，在数据采集步骤中，运用调查分析法收集消费 者需 求和体验满意度方面的第一手欧亿·体育（中国）有限公司，全面了解休闲食品消费者需求的最新变化，为案例 企业消费者方面存在的问题提供依据。同时，结合案例企业招股说明书、财务报表、 企 业官网等途径采集这两家企业在新零售背景下转型发展的具体的措施，严格依照新零售 理论范式展开案例分析。通过分析新零售背景下案例企业转型发展转型的策略、遇到的 问题、解决的措施，得出这两家企业在新零售背景下转型发展的实践路径。最后，归纳 总结出当前休闲食品零售业转型的阶段性特征，得出休闲食品零售业转型发展的策略和 实 践路径。 关键词：新零售，休闲食品零售业，转型发展实践路径山东建筑大学硕士学位论文 II ABSTRACT Jack Ma first introduced the concept of "new retail" in 2016: "The era of pure e-commerce will soon end, and in the next decade or two, offline and online logistics must be combined to give birth to a real new retail" [1] . Before this, the entity retail enterprise in the impact of e-commerce model and consumer upgrading, and other factors have been difficult, urgent need to transform. In recent years, with the decline of Internet traffic dividend in China, the cost of receiving e-commerce is rising, most e-commerce online growth relying on online sales has also encountered bottlenecks, e-commerce retail enterprises are also facing transformation. Neither the pure electronic business form nor the traditional entity business form can effectively meet the consumer demand. At this point, the timely introduction of the concept of "new retail" is a new exploration, bringing new ideas for the transformation and development of both online and traditional retail enterprises, it's worth exploring. First of all, through literature research, this paper expounds the research results of domestic and foreign scholars on the concept of "new retail" before and after it was put forward, defines what is "new retail" and what characteristics "new retail" has, and combs out the theoretical basis of this study. At the same time, combined with the public information of the Ministry of Commerce and the Bureau of statistics, this paper summarizes the background and motivation of the transformation and upgrading of the domestic retail industry. Secondly, the case study method is used to select two representative enterprises in the leisure food retail industry: Three squirrels and Best store for research. In the data collection step, the investigation and analysis method is used to collect the first-hand information on consumer demand and experience satisfaction, so as to fully understand the latest changes in consumer demand for leisure food, and provide the problems existing in the consumer aspect of the case enterprise basis. At the same time, it collects the specific measures of the transformation and development of the two enterprises under the new retail background by combining the case company prospectus, financial statements, corporate website and other ways, and carries out case analysis in strict accordance with the new retail theoretical paradigm. By analyzing the strategies, problems and solutions of the transformation and development of the case enterprises under the new retail background, the practical path of the transformation and山东建筑大学硕士学位论文 III development of the two enterprises under the new retail background is obtained. Finally, the paper summarizes the characteristics of the current transformation of leisure food retail industry, and concludes the strategy and practice path of the transformation and development of leisure food retail industry. Key Words: New Retail, leisure food retail industry, transformation and development practice path山东建筑大学硕士学位论文 IV 目录 摘 要............................................................................................................................ I ABSTRACT................................................................................................................II 第 1 章 绪 论..............................................................................................................1 1.1 本文研究目的与意 义...........................................................................................................1 1.2 国内外相关研究的研究状况梳理及研究动 态...................................................................1 1.3 本研究相对于已有研究的独到理论意义和实践意 义........................................................5 1.4 研究思路及技术路 线...........................................................................................................6 1.5 本研究的学术创新 点............................................................................................................7 1.6 研究方 法...............................................................................................................................7 1.7 国内零售业转型升级的背 景、动因....................................................................................7 第 2 章 理论基 础..................................................................................................... 13 2.1 新零售理 论..........................................................................................................................13 2.2 休闲食品零售业相关概 念..................................................................................................16 第 3 章 案例研究设 计.............................................................................................21 3.1 研究目 的..............................................................................................................................21 3.2 研究步 骤..............................................................................................................................21 3.3 理论构 建..............................................................................................................................21 3.4 案例选 择..............................................................................................................................22 3.5 数据采 集..............................................................................................................................25 第 4 章 调查问卷设计与分析 .................................................................................26 4.1 构建指标体系的原 则..........................................................................................................26 4.2 问卷设 计..............................................................................................................................27 4.3 问卷发放与回 收..................................................................................................................29 4.4 数据分析与评 价.................................................................................................................30 第 5 章 案例分 析..................................................................................................... 42 5.1 三只松 鼠..................