该研究从零售组织的业态发展和竞争策略两个维度探讨了零售组织如何匹配和响应异质性的消费需求.通过构建异质性消费者效用函数模型,并基于相关的理论研究构建消费者与零售商经营活动的经济关系模型,论证消费者的偏好异质性以及消费者不可观测的个体异质性如何影响零售组织长期业态的演进、发展以及零售组织之间短期的竞争策略选择.消费者的偏好异质性是零售新业态产生且多元零售业态存在的根本原因,而不可观测的消费者个体异质性直接调整各业态的市场份额以及零售组织之间竞争策略的选择.从业态发展来看,未来多元化零售业态同时存在的业态格局将进一步巩固和强化;从零售组织之间竞争策略的选择看,差异化经营会代替传统的价格战成为零售组织竞争的关键.%The author explores how retail organizations match and respond to heterogeneous consumers'demand from such two dimensions as the retail organizations'format development and their competitive strategy.In particular,consumer's utility function is constructed,taking into account the existence of consumers'heterogeneity. And the author builds the economic relationship models of consumers and retailers'economic activities based on related theoretical researches. The author demonstrates how consumers' preference heterogeneity,as well as the non-observable individual heterogeneity,affects the evolution and development of retail organization's formats and the selections of competitive strategies between retail organizations.It is found that consumers'preference heterogeneity is the root cause of the emergence of new forms,along with the multi-formats structure of retail market.And unobservable individual heterogeneity directly adjusts the market share of each format and the retail organizations'selection of competitive strategies.According to the conclusions,the multi-format structure of retail market will be consolidated and strengthened in the future,and differentiated business strategy will replace the traditional price war,becoming the key to retail organizations'competition.
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