中国农村零售业的现实困境是零售企业开发农村市场的失败。通过分析了该行业在农村市场环境下的发展现状与困境,提出了解决农村零售业现实困境的“流动批发商+目录商店”方案,从而为农村零售业态的突围式创新做了初步探讨,对实践中的运作提供了理论上的构想和支撑。 The real dilemma of China’s rural retail industry is the failure of retail enterprises to develop rural markets. By analyzing the development status and predicament of the industry under the rural market environment, the “flowing wholesalers + directory store” program that solves the practical difficulties of the rural retail industry is put forward, and a preliminary discussion is made on the break-through innovation of the rural retail business. It provides theoretical ideas and support for the operation in practice.