The New Mechanism of Retailing in the Internet and Digital Age Based on Marxian Economics and Case Study
- XIE Lijuan, ZHUANG Yiqun
- School of Business, Renmin University of China, Beijing, 100872.
This paper is aimed to explore the essence of retailing and its new mechanism in the context of Internet and digital economy. According to Marxian circulation theory, we point out that from the perspective of either social reproduction or commercial capital, the essence of retailing is exerting the function of mediating supply and demand as a key exchange factor. It’s needed to attach the importance to the function of retailing in demand identification and production guidance. Retailing commercial capital is supposed to ensure greater mediating efficiency through specialized retailing activities. The Internet and digital technology are still restricted by the basic law of social reproduction and the limitation of the essence of retailing, though the specific intermediary mechanism has changed. With the exploitation of long tail demand and the transformation of the logic between production and distribution, a flexible production system driven by digitalization is a new mechanism of retailing in deeply mediating supply and demand and an embodiment of a new economic growth momentum led by digital retailing. The case study method is further applied to support the above mechanisms.
JEL：D51, L81, M21
- Internet, Digital Economy, Retail Mechanism, Pull Supply Chain, Marxian Economics