在大数据和人工智能等先进的技术手段下,零售企业不断发展。疫情黑天鹅也促使“线下 + 线上 + 物流”这种新零售模式不断崛起。越来越多的企业将传统实体与互联网平台进行深度融合,实现线上与线下与物流相结合的这种无差别购物模式。其中G公司与中通合作,拥有了成熟的仓储物流体系及自己的购物APP。本文以食品零售行业的龙头企业——G公司为例,研究新零售的背景下食品零售行业的财务风险,分析其风险防范手段,探索适合食品零售行业可持续发展的新道路。Under the advanced technological means such as big data and artificial intelligence, retail enterprises continue to develop. The black swan event of the pandemic has also propelled the rise of the “offline + online + logistics” new retail model. An increasing number of companies are deeply integrating traditional physical stores with internet platforms, realizing an undifferentiated shopping mode that combines online, offline, and logistics. Among them, Company G has partnered with ZTO Express, possessing a mature warehousing and logistics system and its own shopping app. This paper takes Company G, a leading enterprise in the food retail industry, as a case study to research the financial risks of the food retail industry under the background of new retail, analyzes its risk prevention measures, and explores a new path suitable for the sustainable development of the food retail industry.
随着“互联网+农业”政策的推进,恭城脆柿在电商平台的发展日益受到关注。本文旨在探究影响消费者网购恭城脆柿行为的关键因素及其内在机制,以促进其电商销售和市场份额的扩大。依托S-O-R理论模型,本研究从服务、质量、经济、社会和情感五个维度深入分析了消费者对恭城脆柿的感知价值,并考察了心理距离如何影响购买意向。通过问卷调查收集数据,运用结构方程模型进行实证分析,本文验证了感知价值通过心理距离对消费者购买意向的显著中介效应。结果表明,提升恭城脆柿的感知价值可有效缩短与消费者的心理距离,从而增强其购买意向,为乡村电商的发展注入新动力。本研究不仅丰富了SOR理论在农产品电商领域的应用,也为促进恭城脆柿及其他农产品的在线销售提供了实证支持。With the promotion of the “Internet+ agriculture” policy, the development of Gongcheng crispy persimmon in the e-commerce platform has attracted increasing attention. This paper aims to explore the key factors and internal mechanisms that affect consumers’ online shopping behavior, so as to promote the expansion of e-commerce sales and market share. Based on S-O-R theoretical model, this study analyzed the perceived value of consumers from five dimensions of service, quality, economy, society and emotion, and investigated how psychological distance affects purchase intention. By collecting data through questionnaire survey and using structural equation model for empirical analysis, this paper verifies the significant mediating effect of perceived value on consumers’ purchase intention through psychological distance. The results show that improving the perceived value of Gongcheng crisp persimmon can effectively shorten the psychological distance with consumers, thereby enhancing their purchase intention and injecting new impetus into the development of rural e-commerce. This study not only enriched the application of SOR theory in the field of agricultural products e-commerce, but also provided empirical support for promoting the online sales of Gongcheng Persimmon and other agricultural products.
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