【摘要】 零售业态演变是促进零售产业转型升级的基础，更是实现“调结构、扩内需”的内生动力。以生鲜产品零售业态为研究对象，从供需角度构建经济学模型，理论推导生鲜产品零售业态演变的机理，并结合我国生鲜业态的演变实践加以验证。研究结果表明：(1)生鲜零售业态的演变是零售市场供求均衡不断变动的过程，企业供给行为和消费者选择行为共同决定业态演变结果；(2)在消费者效用最大化和企业利润最大化原则下，不同业态通常以各自经营一定比例的优势产品呈现共存关系；(3)零售企业降低交易成本可吸引消费者，但需进一步降低经营成本以扩大优势产品种类，从而提高市场占有率。更多还原

【Abstract】 The evolution of retail formats is the basis for promoting the transformation and upgrading of the retail industry, and is also the endogenous power to achieve “structural adjustment and expansion of domestic demand”. This paper takes the retail format of fresh products as the research object, constructs an economic model from the perspective of supply and demand, theoretically deduces the evolution mechanism of the retail format of fresh products, and verifies it with the evolution practice of the retail format of fresh products in China.The research results show that:(1) the evolution of fresh retail format is a process of constant changes in the balance of supply and demand in the retail market, and the enterprise supply behavior and consumer choice behavior jointly determine the evolution of format;(2) Under the principle of maximization of consumer effect and enterprise profit, different retail formats usually present a coexistence relationship with a certain proportion of their own advantageous products;(3) Retail enterprises can attract consumers by reducing transaction costs, but they need to further reduce operating costs to expand the range of advantageous products and thus increase market share.更多还原