关键词: 新零售, 生鲜超市, 精品化, 演化博弈

Abstract: This paper focuses on the current phenomenon of the exquisite for fresh supermarket under the background of “new retail”. With the aid of the research tool of evolutionary game, an evolutionary game model that fresh supermarkets competetogether is built based on the economic principles. By the model analysis, the evolutionary logic in the evolution process is discussed, and the evolutionary laws and its key influencing factors are explored. This research shows that,at the beginning,when e-commerce platforms try togo to offline to set up their own fresh supermarkets, they can trulychoose the exquisite strategy to perform differentiated competition with traditional fresh supermarkets; but with the continuous evolution of the game process, whether or not the equilibrium state of differentiated competition can be achieved is under the constraints of various competition conditions; more than that,under certain market conditions, the exquisite strategy even may not be the best choice for fresh supermarkets too.

Key words: new retail, fresh supermarket, exquisite strategy, evolutionary game