新零售背景下大型超市数字化设计策略研究
Research on the Digital Design Strategy of Large Supermarket in the New Retail Scene

当今社会发展日新月异，互联网经济下零售业面临一定的挑战，既存在着成本上涨的问题，也面临着电商的冲击。目的：在挑战与机遇并存的条件下，如何运用设计思维为大型零售超市提供设计策略分析，提升用户的购物体验，打造用户交流社区，促进消费者间的交流，从而帮助大型超市完成时代转型，提升市场业绩。方法：先从用户体验的角度出发，对国内现有5家大中型零售超市进行田野调查、10位用户深入访谈、96位目标用户线下调研，收集相关调查结果，然后在设计思维角度上对调研结果进行分析，从而提出设计策略。结论：利用新零售模式，加快大型超市升级转型，线上线下相融合支持线上选购支付，线下自行提货，送货。结合社区化运营，增强用户粘度。多入口运营策略，利用微信小程序进行转型升级策略实施，消费引流。
With the rapid development of today’s society, the retail industry is faced with certain challenges under the Internet economy. It is faced with both rising costs and the impact of e-commerce. Objective: Under the conditions of both challenges and opportunities, how to use design thinking to provide design strategy analysis for large retail supermarkets, improve the shopping experience of users, build user communication communities, and promote communication among consumers, so as to help large supermarkets complete the transformation of the times and improve market performance. Methods: From the perspective of user experience, this paper conducts field survey, in-depth interview with 10 users and offline survey of 96 target users in five domestic large and medium-sized retail supermarkets, and collects relevant survey results, analyzes the survey results from the perspective of design thinking, and puts forward design strategy. Conclusion: The new retail model should be adopted to accelerate the upgrading and transformation of large supermarkets, and the combination of online and offline supports online purchase and payment, offline self-pick-up and delivery. Combined with community operation, user viscosity should be enhanced. With multi-entry operation strategy, WeChat small program is used to implement transformation and upgrading strategy, and consumption drainage.