以酒业流通企业酒仙集团为研究对象，探讨数字经济时代流通企业生态位跃迁机理。研究发现：流通企业生态位跃迁的占据、移动、深化、扩展等阶段是企业与环境动态匹配的结果；面对数字经济时代复杂多变的外部环境，流通组织可主动开展双元性学习加以适应，并在技术、渠道和品牌等子单元灵活采取探索与利用的学习策略；借助双元性学习积累的渠道优势，流通企业可通过“辅助者—合作者—主导者”的身份演化逆向整合供应链；供应链逆向整合不仅可通过衔接作用的发挥，帮助流通企业在“双元性学习—供应链逆向整合—生态位跃迁”螺旋上升中跟上时代，也为流通企业构建生态系统提供了可能路径。

This study takes Jiuxian Group, a distribution enterprise in the liquor industry, as the research object and explores the mechanism of niche transition of the distribution enterprise in the era of digital economy. The findings are as follows: The stages of occupation, movement, deepening and expanding the niche transition of circulation enterprises are the result of dynamic matching between the environment and the enterprises. Faced with the complex and changing external environment of the digital economy era, distribution enterprises can adapt by actively engaging in ambidextrous learning and flexibly adopting exploratory and exploitative learning strategies in the sub-units of technology, channels and brands. With channel advantages accumulated through ambidextrous learning, circulation enterprises can implement backward supply chain integration through the evolution of the identity of “supporter—collaborator—leader”. The backward supply chain integration not only helps distribution enterprises to keep up with the era in the spiral of “ambidextrous learning—backward supply chain integration—niche transition” by playing the role of articulation, but also provides a feasible path for distribution enterprises to build ecosystems.