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近年来，受经济新常态变革、门店经营成本激增等综合原因的影响，我国传统零售企业正面临一场史无前例的寒冬。随着马云在2016年首次提出“新零售”：“纯电商时代已经过去，未来10年、20年没有电子商务这一说，只有新零售这一说，也就是说线上线下和物流必须结合在一起，才能诞生真正的新零售。”“新零售”的概念正式进入人们的视野中，一时之间成为社会舆论的焦点，也成为了促进实体经济增长的新方向。 禁止生物武器公约
江西宜春区号本文结构共分六章。第一章主要介绍新零售时代的到来及苏宁易购的发展现状。第二章文献综述阐述“新零售”的内涵、主要特性，并归纳总结了国内学者有关企业战略转型的相关最新研究成果。第三章主要从企业内部驱动力和外部拉动力角度分析新零售时代苏宁易购战略转型的主要动因。第四章对新零售时代苏宁易购进行战略转型的三种路径进行了研究。第五章对苏宁易购转型的效果进行评价并对其他零售企业给出建议和启示。最后一章总结全文主要观点，并提出未来研究的展望。
光可鉴人关键词：新零售时代，苏宁易购，战略转型
Abstract
性指导
In recent years, due to the combination of the new economic normal and the surge in store operating costs, China's traditional retail enterpris are facing an unprecedented winter. As Jack Ma first propod “new retail” in 2016: “The era of pure e-commerce has pasd, there will be no e-commerce in the next 10 or 20 years, only new retail, which means online and offline and logistics must be Only when they are combined can real new retail be created. “Therefore, for the entire consumer goods retail industry, it is undergoing unprecedented comprehensive commercial Internet transformation.” New retail “has also stood on the cusp of social public opinion for a while, and has become a new driver of real economic growth.
The structure of this article is divided into six chapters. The first chapter mainly introduces the arrival of the new retail era and the development status of Suning. The cond chapter summarizes the connotation and main characteristics of “new retail” and summarizes the latest rearch results of domestic scholars on corporate strategic transformation. The third chapter mainly analyzes the main rea
sons for Suning 's strategic transformation in the new retail era from the perspective of internal driving force and external pulling power. The fourth chapter studies the three paths of Suning 's strategic transformation in the new retail era. The fifth chapter evaluates the effect of Suning 's transformation and gives suggestions and inspirations to other retail companies. The last chapter summarizes the main points of the full text and puts forward the prospects for future rearch.
