摘 要
随着互联网技术的迅猛发展和消费者购物习惯的转变，传统实体店面临前所未有的挑战与机遇。本研究聚焦新零售环境下实体店转型策略，旨在探索如何通过数字化转型、场景化营销及供应链优化等手段实现可持续发展。通过对国内外相关文献的系统梳理以及对典型实体零售企业的案例分析，结合问卷调查与访谈获取一手数据，构建了涵盖顾客体验、运营管理、技术创新三个维度的转型框架。研究发现，成功转型的企业普遍重视线上线下融合（OMO）模式的应用，强化数据驱动决策能力，并积极拓展社交电商渠道。此外，个性化服务与沉浸式购物体验成为吸引年轻消费群体的关键因素。本研究创新性地提出了基于用户行为路径的全渠道整合模型，为实体店提供了可操作性强的转型路径参考，弥补了现有研究中关于具体实施路径探讨不足的问题。研究结果表明，通过精准定位目标客群、优化资源配置并建立敏捷响应机制，实体店铺能够在新零售环境中重塑竞争优势，实现从单纯销售场所向综合服务平台的角色转变，为推动中国零售业高质量发展提供理论支持与实践指导。
关键词：新零售环境；数字化转型；OMO模式
Abstract
With the rapid development of Internet technology and the transformation of consumer shopping habits, traditional physical stores are facing unprecedented challenges and opportunities. This study focuses on the transformation strategies of physical stores in the context of new retail, aiming to explore how sustainable development can be achieved through digital transformation, scenario-based marketing, and supply chain optimization. By systematically reviewing relevant literature both domestically and internationally, analyzing typical cases of physical retail enterprises, and obtaining primary data through surveys and interviews, a transformation fr amework encompassing three dimensions—customer experience, operational management, and technological innovation—has been constructed. The findings indicate that successfully transformed enterprises generally emphasize the application of online-merge-offline (OMO) models, strengthen data-driven decision-making capabilities, and actively expand social e-commerce channels. Moreover, personalized services and immersive shopping experiences have become key factors in attracting younger consumer groups. This study innovatively proposes an omnichannel integration model based on user behavior paths, providing physical stores with a highly operational transformation path reference and addressing the inadequacy of existing research regarding specific implementation paths. The results show that by accurately targeting customer segments, optimizing resource allocation, and establishing agile response mechanisms, physical stores can reshape their competitive advantages in the new retail environment, transforming from mere sales venues into comprehensive service platforms, thereby offering theoretical support and practical guidance for the high-quality development of China's retail industry.
Keywords：New Retail Environment；Digital Transformation；Omo Model
目录
摘 要 I
Abstract II
引 言 1
第一章 新零售环境下的实体店挑战与机遇 2
1.1 实体店面临的市场变化 2
1.2 新零售技术的应用现状 2
1.3 转型的必要性分析 3
第二章 实体店转型的战略规划 5
2.1 明确转型目标设定 5
2.2 构建全渠道零售模式 5
2.3 优化供应链管理体系 6
第三章 提升顾客体验的策略 8
3.1 打造沉浸式购物场景 8
3.2 强化个性化服务提供 8
3.3 建立会员制营销体系 9
第四章 技术赋能实体店转型 10
4.1 智能化设备的应用 10
4.2 数据驱动的决策支持 10
4.3 线上线下融合创新 11
结 论 12
参考文献 13
致 谢 14
