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本书为王成荣等著中文版专著《第四次革命——流通的变革与重构》之英文版。2013年12月王成荣教授次提出 “第四次革命”概念，他认为继的以百货商店、连锁商店和市场出现为标志的三次革命之后，我们正在迎来“第四次革命”。第四次革命很难用一种新的业态来标识，它不仅推动了新业态的诞生，而且远远超越了这一层次，渗透到每一个细胞中，推动了每一种传统业态的变革，是一次全业态、全渠道的革命。由于此次革命是由经济危机、跨界竞争和技术革命同时引发的，动力强劲，影响深度与广度今非昔比。《第四次革命——流通的变革与重构》一书在国内次系统研究了“第四次革命”的理论，全书共分十章，从革命的机遇与挑战、革命与互联网思维、信息技术与大数据、传统创新、金融创新等角度对“第四次革命”的产生、发展、趋势等进行了较全面深入的研究。
III Contents
Preface. 4
Chapter Ⅰ Opportunities and Challenges of the Retail Revolution 7
1. Ushering in the Fourth Retail Revolution. 7
2. The Motivation of the Fourth Retail Revolution. 16
3. The Impact of the Fourth Retail Revolution. 26
4. The Evolution and Deepening of the Fourth Retail Revolution—Smart Retail 31
5. Rising to the Fourth Retail Revolution. 39
6. Leap from Traditional Retail to Intelligent Retail 43
Chapter II The Fourth Retail Revolution and Cloud Consumption 45
1. Three Characteristics of Cloud Consumption. 45
2. Cloud Consumption: With Consumer Demand as Its Core. 70
3. The Mainstream Consumption Pattern in Cloud Consumption. 74
Chapter III The Fourth Retail Revolution and Internet Thinking 83
1. Internet Thinking. 83
2. The Internet Thinking Practice of Xiaomi 89
3. The Innovation and Reform of Retail Enterprises under the Influence of Internet Thinking 93
Chapter IV Information Technology and Big Data in the Fourth Retail Revolution 100
1. Information Technology in Traditional Retail Industry. 100
2. The Development of Information Technology. 102
3. Big Data. 118
Chapter V O2O (online to offline) Business Model in the Fourth Retail Revolution. 125
1. The Rise of online Retail and its Development Limitations. 125
2. The Creation of O2O Model and Its Operating System.. 127
3. The O2O model of Suning.com Co., Ltd. 133
4. JD.com: From Exploring O2O to Practicing Boundless Retail 137
5. O2O model: the direction of the future retailing. 145
Chapter VI The Fourth Retail Revolution and Logistics Innovation 146
1. Innovation of the Logistics System in the Era of Retail Revolution. 146
2. The Intelligentization and Electronization of Logistics. 156
3. The Future Trends of Retail and Logistics Industry. 158
Chapter VII The Fourth Retail Revolution and Financial Innovation 161
1. The Interaction Between Retail Revolution and Financial Innovation. 161
2. Supply Chain Finance: JD.com.. 164
3. Create an Open Ecosystem, Provide Inclusive Financial Services—Take Ant Financial Service as an Example 174
Chapter VIII The Fourth Retail Revolution and Tourism Innovation 181
1. The Development of the Tourism.. 181
2. The Upgrade and Innovation of Tourism Products. 186
3. The Inno
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