海南大学学报(社会科学版)

以互联网为代表的数字技术正在加速驱动经济社会各领域的深度融合，互联互通融合发展已经成为产业发展的新常态。数字化驱动下的流通业商业逻辑重构，主要表现在流通模式、流通主体、流体组织和流通渠道的重构，主导供应链逆向整合、关注力与需求聚合、从破界到跨界再到无边界发展以及全纳产业链聚合，成为流通业商业模式创新的核心价值与实现路径。高度互联经济中流通业的融合创新，主要表现为业态一体化、链条一体化的产业融合以及线上线下一体化的跨界融合。随着数字化赋能的逐步深化，跨界融合、冗余消除、效率提升和交易成本下降所带来的流通业组织变革与商业模式重构，将会助力流通业高质量发展，促成流通业引导力和渗透力的构建，成为双循环格局下引导内循环的重要力量。

Digital technology led by the Internet is accelerating its deep integration with various fields of economy and society, and the integrated development of connectivity has become the new normal of industrial development. Driven by digitalization, the business logic reconstruction in the circulation industry mainly involves the reconstruction of circulation mode, circulation body, fluid organization and circulation channels.It dominates the reverse integration of supply chain, the attention and demand aggregation, the progress from breaking the boundary to crossing the boundary till the borderless development, and the polymerization of whole industry chain, which has become the core value and realization path in the innovation for the business model of circulation industry. The integration innovation of circulation industry in highly interconnected economy is mainly manifested as the industrial fusion between the integration of business types and the integration of chains, along with the cross-border fusion of online and offline integration. With the gradual deepening of digital empowerment, the cross-border integration, redundancy elimination, efficiency improvement, and decline in transaction costs lead to the organizational change in the circulation industry and the reconstruction of business model, which will boost the high-quality development of circulation industry,facilitate the construction of leading force and penetration in the circulation industry, and become an important force that directs the domestic market in the context of dual circulation.