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新零售减少了选择成本

2017-08-25 07:21:49   中国青年网

新零售在实质上是一种组织创新,关键是发挥其在降低成本中的作用。一方面,新零售的本质没有发生变化,它的目的仍然是实现商品与消费者的结合,让使用价值和使用者有机结合起来;另一方面,新零售引入大数据,不仅对商品进行数据化,而且对消费者行为进行数据化。通过数据化,尽量降低消费者与生产者之间的不对称,不仅降低生产者成本(尤其是库存成本),而且也降低消费者成本(主要是选择成本)。在新零售业态下,虽然有大量商品供销售,但消费者并非被动地接受巨量营销的轰炸。在大数据支持下,他们的购买行为、评价指标、商家的信用等级、商品的用户体验等被纳入算法之中,他们可以获得不同于其他人的具有个性的商品推荐信息,由此大大减少了选择成本。也就是说,新零售不仅降低生产者成本,而且降低消费者成本,由此有可能成为供给侧结构性改革的重要动力。

(摘编自《经济日报》作者匡贤明)

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