媒介社会学视角下美团“即时零售”的营销模式研究
Research on Meituan’s “Instant Retail” Marketing Model from the Perspective of Media Sociology

本文基于媒介社会学视角，以美团“即时零售”模式为典型案例，旨在探究即时零售营销模式如何通过解构时间与空间来重塑时空逻辑，并剖析其背后的权力机制。研究发现，美团平台借助倒计时等界面设计和评价机制制造即时性焦虑，颠覆传统消费时间观念；利用算法路径规划与前置仓网络将城市空间虚拟化，形成线上节点化空间格局；通过掌控配送时效规则，隐性规范用户行为、加重骑手劳动剥削，构建起用户、骑手与平台的三角关系。尽管即时零售模式提升了购物便利性，但也引发时空异化和劳动风险等问题。
Based on the perspective of media sociology, this paper takes the “instant retail” model of Meituan as a typical case, aiming to explore how the instant retail marketing model reshapes the space-time logic by deconstructing time and space, and analyze the power mechanism behind it. It is found that Meituan platform uses interface design and evaluation mechanism such as countdown to create immediacy anxiety and subvert the traditional concept of consumption time; using algorithmic path planning and pre-warehouse network, the urban space is virtualized to form an online nodal spatial pattern, by controlling the distribution time rule, the implicit regulation of user behavior, aggravating the rider’s labor exploitation, and building a triangular relationship between users, riders and the platform. Although the instant retail model improves the convenience of shopping, it also causes problems such as space-time alienation and labor risks.