【摘要】 随着“网民红利”消失和电商平台收取的营销费用的剧增，越来越多的线上品牌开始寻求线下发展，向线上线下融合的新零售转型。为深入剖析线上线下融合的新零售模式的演化机制，基于资源编排理论，选择著名的线上女装品牌“茵曼”为研究对象，探索了其实现新模式的转型过程。研究发现，该过程可分为四个阶段，分别是商业模式构建、构建资源组合、捆绑资源形成能力和利用资源形成价值，每一阶段具有具体实现机制。研究结果对线上线下相结合的新零售模式有理论贡献，并提出了相关的对策建议。更多还原

【Abstract】 With the disappearance of “netizen dividend” and the sharp increase in marketing costs, more and more online brands have begun to develop offline and transform into new retailing models that integrate online and offline. In order to deeply analyze the evolution of the online and offline integration model, this paper chooses Inman as the research object based on the resource orchestration theory, to explore the process of the evolution. The study finds that the process comprises four stages, namely, business model building, resource portfolio construction, formation of capabilities based on resource portfolio and value creation with the capabilities. It also summarizes the mechanism to realize each stage. This study can make a theoretical contribution and provide suggestions for the new online/offline retail model.更多还原