Research On The Spatial Pattern And Location Strategy Of "New Retail" In China

With the penetration of technology,the retail format has also seen a new trend of development.Experienced the alternation of retail formats(from physical retail,online retail to “New Retail”),today the “New Retail” has been integrated into all aspects of our lives and also has become a new growth point for China's physical retailing.What's more,it may become a powerful arm to enhance the economic competitiveness of cities.Based on summarizing the current theory and “New Retail” research,this study discussed the location structure and location strategy of “New Retail” from two scales(macro and micro).On one hand,this study discussed the scale of “New Retail” on a macro scale and explained its dynamic mechanism based on the theory of evolutionary economic geography.On the other hand,the thesis discussed the distribution characteristics and influencing factors of “New Retail” at the micro level from the perspective of corporate strategy.Based on these,this paper attempted to provide reference and inspiration for the backward areas to help them achieve path unlocking and economic development.Through the analysis and discussion,the main conclusions of this paper are as follows:(1)Relying on the original retail base,some regions achieved faster new retail development.It confirmed that the development of the region is an endogenous process which follows the evolutionary principles of path dependence.However,some of the backward areas also relied on “New Retail” to rise rapidly and achieve a leap in development.It meant that the new economic factors have helped some of the backward areas to break through the original roads and to gain a “window of opportunity” for development.(2)Discussing the influencing factors of the “New Retail”,we can find that the macro layout of “New Retail” was mainly affected by the original development foundation,the characteristics of scientific and technological innovation and the guiding behavior of government and enterprises.The micro-site selection was closely related to the marketing strategy and brand concept of each enterprise.