随着数字经济的快速发展，新型消费在总消费中的比重不断提高，成为拉动经济增长的重要动力。在此背景下，本报告梳理了新型消费的内涵与外延，分析了当前我国新型消费发展的现状，探讨了数字经济与新型消费之间的关系，以及数字技术推动新型消费发展的趋势，并剖析了数字经济推动新型消费发展面临的问题与挑战。研究发现，数字经济与新型消费相互促进，数字经济是新型消费的重要驱动力，新型消费反过来促使数字经济高质量发展。现状方面，消费需求多样化与消费模式等趋同化并存；线上商品消费、线上服务消费、“爆火”消费、绿色消费、首发经济等均有所发展。趋势方面，数智消费促进供需高效对接，绿色消费顺应节能减排大趋势，“老龄化”下健康消费需求扩大，国潮消费促进商品与文化相结合，即时零售模式不断创新。挑战方面，消费大数据仍未有效流通、虚假“种草”与信息过载、电商平台存在纵向和横向不正当竞争、消费互联网与产业互联网未有效融合、新型消费中技术应用与就业之间存在矛盾等都已成为阻碍新型消费发展的重要因素。在此基础上，本报告结合数字经济与新型消费协同发展的案例，给出了相应的政策建议，如加大民营经济平台企业创新政策支持力度，促进大企业融合创新消费，改进数字科技创新的监管模式和手段，营造公平开放的消费创新环境，推动消费品以旧换新政策与新质生产力发展高效衔接，形成供需联动，支持消费信贷创新发展，强化以旧换新中金融支持与财政补贴的协同，提前布局和大力发展新型银发消费，加强数字经济领域的监管，优化消费补贴政策，激活消费大数据，消除数字鸿沟，积极利用人工智能推动线上服务消费快速发展，解决新型消费发展过程中数字技术应用与就业和收入分配之间的矛盾等。
With the rapid development of digital economy，the proportion of new consumption in total consumption continues to increase，becoming an important driving force for economic growth. In this context，this report combs the connotation and extension of new consumption，analyzes the current status of the development of new consumption in China，discusses the relationship between the digital economy and new consumption，and the trend of digital technology to promote the development of new consumption，and analyzes the problems and challenges faced by the digital economy to promote the development of new consumption. The research finds that digital economy and new consumption promote each other，digital economy is an important driving force for new consumption，and new consumption in turn promotes the high-quality development of digital economy. The status quo：the diversification of consumption demand coexists with the assimilation of consumption pattern；Online consumption，online service consumption，“explosive” consumption，green consumption，the first economy and so on have developed. Trends：digital intelligence consumption promotes efficient docking of supply and demand，green consumption conforms to the general trend of energy conservation and emission reduction，healthy consumption demand expands under the “aging”，national tide consumption promotes the combination of commodities and culture，and instant retail model continues to innovate. Challenges：Consumer big data is still not effective circulation，false grass and information overload，vertical and horizontal unfair competition of e-commerce platforms，consumer Internet and industrial Internet are not effectively integrated，and the contradiction between technology application and employment in new consumption has become an important factor hindering the development of new consumption. On this basis，this report combined with the case of the coordinated development of digital economy and new consumption，further gave the corresponding policy recommendations：Increase the innovation policy support for enterprises in private economic platforms，promote the integration of innovative consumption by large enterprises，improve the regulatory model and means of digital technology innovation，create a fair and open environment for consumer innovation，promote the efficient connection between the policy of exchanging old consumer goods for new ones and the development of new quality productivity，form a linkage between supply and demand，and support the innovation and development of consumer credit. Strengthen the coordination of financial support and fiscal subsidies in the exchange of old and new，advance the layout and vigorously develop new silver consumption，strengthen the supervision in the field of digital economy，optimize consumption subsidy policies，activate consumption big data，eliminate the digital divide，actively use artificial intelligence to promote the rapid development of online service consumption，and overcome the gap between the application of digital technology and employment and income distribution in the development of new consumption Contradictions，etc.
