Abstract: Under the background of “Internet plus”, the physical retail market is gradually shrinking due to the siphoning of e-tailing on the one hand. On the other hand, the traffic dividend brought by the popularity of the Internet is decreasing year by year, which makes the development of e-tailing a bottleneck. Additionally, the joint drive of continuous technological innovation and constant upgrading of consumption has led to the emergence of a new retail with an in-depth integration of online, offline, and logistics, as the times require. This paper, by introducing the background and development trend of new retail, explains the concept of new retail and its essential features, analyzes the differences between new retail and traditional retail, and proposes new problems and opportunities for new retail operation management research based on the problems and challenges faced by new retail enterprises in actual operations and management.

Key words: new retail, integration of online, offline and logistics, consumer-centered, decentralization, customization

摘要： “互联网+”背景下，一方面，实体零售市场因电子零售的虹吸逐渐萎缩；另一方面，互联网普及所带来的流量红利在逐年衰减，使得电子零售的发展也陷入瓶颈，再加上持续技术创新与消费不断升级的联合驱动，致使线上线下与物流深度融合的新零售应运而生。通过梳理新零售的产生背景与发展态势，阐述了新零售概念及其本质特征，分析了新零售与传统零售之间的差异。基于新零售企业实际运营管理中面临的问题与挑战并结合相关研究现状，提出了新零售运营管理研究面临的新课题与新机会。

关键词: 新零售, 线上线下与物流融合, 消费者为中心, 去中心化, 定制化