虚实融合视角下大城市新零售消费空间生产研究——以西安市盒马鲜生为例
Study on the Production of New Retail Consumption Space in Metropolis under the Perspective of Virtual-real Fusion:A Case of Freshippo Stores in Xi'an
陈玉玮 1张中华 1王永帅1
作者信息
- 1. 西安建筑科技大学建筑学院,陕西西安,710000
- 折叠
摘要
新零售以虚实融合发展模式引领零售业颠覆式革新,成为激发市场活力、推动消费升级的重要城市空间.基于虚实空间融合视角,从虚实空间融合下的新零售空间生产、利润最大化目标下的区位选址、消费惯习作用下的空间再生产等维度,构建基于"空间—区位—惯习"逻辑的新零售空间生产研究框架,对西安市盒马鲜生新零售空间生产过程进行了分析.研究发现,西安盒马鲜生空间生产分3个阶段:①镜像化的虚拟空间与场景化的实体空间为资本所构想与生产,通过虚实空间融合实现零售空间演变.②借助临近客源与降低地租成本的选址策略,达成利润最大化目标.③凭借数字规训、符号规训的方式,植入居民消费惯习并实现空间复制与再生产.通过上述过程,得以达成资本增殖目标.新零售极大丰富了消费空间形式,但以盈利为单一目的的空间生产,可能会导致社会不公等问题.从虚实融合角度深入观察新零售空间生产过程,以期为数字经济时代城市消费空间公平性研究提供新视角.
Abstract
New retail has led the disruptive innovation of the retail industry with the virtual-real fusion,and has become an important urban space to stimulate market vitality and promote consumption upgrading.Based on the virtual-real fusion,this paper proposed a framework of new retail spatial production using the logic of"space-location-habit".The framework from the perspectives of new retail spatial production under the virtual-real fusion,location selection under the goal of profit maximisation,and spatial reproduction under the consumption habit.Then,the new retail spatial production process of Freshippo Stores in Xi'an was analysed.It was found that the production of space exists in three stages.① Mirrored virtual space and scene-based physical space were conceived and produced by capital,and retail space was iterated through the fusion of real and virtual space.② By virtue of the location strategy of proximity to customers and reduction of land rent cost,the goal of profit maximisation was achieved.③ By means of digital training and symbolic training,the consumer habits of the residents were implanted and the duplication and reproduction of the space was realised.Through the process above,the goal of capital multiplication can be reached.New retailing has greatly enriched the forms of consumer space,but the spatial production with the single purpose of profitability may lead to problems such as social injustice.By the depth observation of the new retail spatical production process from virtual-real fusion,the new perspectives for the study of urban consumption space fairness in the digital economy era could be provided.
关键词
空间生产/虚实融合/日常生活/消费空间/新零售Key words
Spatial Production/Virtual-real Fusion/Daily Life/Consumption Space/New Retail引用本文复制引用
基金项目
西安市软科学研究计划项目(23RKYJ0044)
国家重点研发计划课题(2022YFC3800101)
陕西省社会科学基金年度项目(2023D039)
出版年
2024
NETL
NSTL
万方数据