摘要：
"互联网+"条件下,"全零售"模式兴起,物流新业态发展迅速,物流贸易成为开拓消费市场、延展客户知识的主流业务,呈现出客户流量剧增、单体业务价值稀疏、产品服务透明度低、创业风险高等一系列特征,迫切需要转变物流中心理念,探讨虚拟经济下互联网+物流贸易运作机理与适用性引导机制.而基于互联网+物流贸易虚拟化、贸易化、智能化、群体极化关键特征与实地访谈语料,应用扎根理论构建现代物流贸易适用性引导模型并进行分析可以得出,现代物流贸易的适用性发展一定要把握好四个关键环节.具体而言,一是通过突破地域限制,实现客户知识升级;二是把握市场潮流,匡正消费习性;三是从精准化营销起步,实现智慧物流;四是以结构改良为目标,完善市场适用性.而诚信机制、规避风险、辅助新业三个方面是物流贸易实施精准化营销的核心能力.%Under the condition of"Internet +",the mode of"omni-retailing"is rising;the new form of logistics is developing quickly;logistics trade has become the mainstream business to explore consuming market and extent customer knowledge;and it has features such as sharp increase in customer flow,sparse business value of single business,low transparency of product service and many venture risks,which needs urgently to transform the idea of logistic center and explore the operation and applicability guidance mechanism of Internet + logistics trade under the background of virtual economy. The authors apply grounded theory,summarize the key features of Internet + Logistics trade,and construct the applicability guide model of modern logistics trade based on field interview corpus.It is found that the development approach of the applicability of modern logistics should focus on:first,realizing the upgrade of customer knowledge by breaking through regional limitation;second understanding market trend and correcting consumption habitus;third,realizing smart logistics by starting from targeted marketing;and fourth,realizing market applicability by taking structural improvement as the target. And such three aspects as honesty and credit mechanism,preventing and defusing risk,and assisting the development of new industries are the core capabilities for logistics trade to implement targeted marketing.
