业态革新论是由美国人美尔科尔姆·P·麦克奈尔于1958年提出的，其理论的核心内容是：在正常产业革命中经常存在生产过剩。这种过剩的压力会使某种普遍存在的大量销售方式必须以低价格吸引大量需求。当低价竞争失去其魅力时，追求“备货”的特异性和广泛性就必然引起服务的竞争 The theory of format reform was put forward by Colome P. McNair, a citizen of the United States, in 1958. The core of his theory is that there is often overproduction in the normal industrial revolution. This over-pressure will make some ubiquitous mass-market sales must attract huge demand at low prices. When low-cost competition loses its charm, the pursuit of “stocking” the specificity and breadth will inevitably lead to competition in services