【摘要】 随着“互联网+”理念的逐渐深入以及网络零售的不断冲击，传统实体零售业态数字化转型与创新已成为必然趋势。从经济学视角出发，采用单案例研究方法，对以经营生鲜产品为主的物美集团数字化转型动因、路径等进行深入探究，总结归纳了实体生鲜零售业态转型机理。研究发现：(1)消费者需求变化是实体生鲜零售业态转型最直接的动力，政策、技术和竞争等环境因素则会对实体生鲜零售业态转型形成推力；(2)运用数字技术改造传统零售环节是实体生鲜零售业态转型升级的重要举措；(3)实体生鲜零售业态转型的主要路径是通过提升分销服务水平，在维持企业自身竞争优势的同时，满足消费者需求。因此，实体生鲜零售企业需要增强转型升级意识，搭建科学完善的数字化平台，协同整合内外部资源，从而提高分销服务水平，实现长期可持续发展。更多还原

【Abstract】 Given the wide spread of Internet Plus idea and the challenges caused by the popularization of online retail, digital transformation and innovation of the traditional physical retail format has become an inevitable trend. This paper employed the case study methodology from economics to study the driving factors and paths of the digital transformation of Wumart Group in physical fresh products retail thoroughly, and generalized relevant transformation laws. We came up with the following findings.(1) The change in consumers’ demand is the immediate impetus for the transformation of the physical fresh products retail format, while policy, technology and competition constitute the propelling force.(2) Digital technology buttresses such transformation and upgrade.(3) Such transformation can be achieved by improving the quality of distribution service, that is, consumers’ demands are met while enterprises’ own competitive edge is maintained. Therefore, physical fresh products retail enterprises are advised to develop a stronger sense of transformation and upgrade, set up scientific and sound digital platforms, and coordinate internal and external resources, so as to improve the quality of distribution service and achieve sustainable development.更多还原