地理与地理信息科学

网上零售的迅猛发展正在深刻变革传统零售区位理论，亟待开展不同零售业态的实证研究，以系统揭示其内在机制与演化规律。本文在简要分析网上零售对传统零售市场的重构作用基础上，以某医疗器械淘宝网店为例，从不同空间尺度解析2014—2022年该店铺销售市场的空间格局演化特征，并进一步探讨驱动市场空间分异的主要影响因素。研究表明：(1)网上零售借助互联网技术和现代物流体系重组传统零售的购物流程及流态，从而构建出以网民消费者为核心且与传统零售市场截然不同的“无边界市场”；(2)医疗器械网店的销售市场范围虽已扩展至全国，但并未实现区域均衡化和城乡同质化，在省、市和县域尺度上均表现出显著的空间异质性，且地理距离衰减规律基本失效；(3)医疗器械网店销售主要受店铺商品特性、店铺等级和运营策略以及淘宝网平台规则与监管等多重因素共同影响，空间分布格局则由地区经济总量、人口基数、网民规模和人口结构共同驱动。

The rapid development of online retail is profoundly transforming traditional retail location theories,highlighting the urgent need for empirical research on different retail formats to systematically reveal their underlying mechanisms and evolutionary patterns.Taking market changes as a starting point,this paper first briefly analyzes how online retail restructures the traditional retail market.Then,using a representative online medical device store on Taobao as a case study,it analyzes the spatial pattern evolution characteristics of its sales market from 2014 to 2022 at different spatial scales and further explores the main factors driving market spatial differentiation.The findings are as follows.(1) The mechanism by which online retail reshapes the market involves using Internet technology and modern logistics systems to reorganize the shopping process and flow of traditional retail,thereby creating a "borderless market" centered on online consumers and fundamentally different from the traditional retail market.(2) Although the sales market of online medical device stores has expanded nationwide,it has not achieved regional equalization or urban-rural homogenization.It exhibits significant spatial heterogeneity at the provincial,prefecture-level city,and county scales,and the law of geographical distance decay is largely ineffective.(3) The sales of online medical device stores are primarily influenced by multiple factors,including the product characteristics,store rating,and operational strategies of the store itself,as well as Taobao platform rules and supervision of medical device products.The spatial distribution pattern is jointly driven by regional economic aggregates,population base,internet user scale,and population structure.