索尼在华实体店渠道发展研究

发布时间：2018-12-08 20:00

【摘要】：随着互联网,移动互联技术的发展与普及,以及互联网用户规模不断扩大,中国的电子商务发展日益壮大。电子商务的发展对中国传统企业造成了很大冲击,传统实体零售业出现了萎靡的发展态势。但单纯依靠电子商务,顾客的很多消费需求和偏好得不到满足,这正好也是实体店存在的意义和进一步发展的出路。零售的实体店对于满足顾客的需求,完善零售商业体系结构仍然起到很大的引导作用,还有着很大的发展和改进的空间。研究顾客的消费需求体系,顾客的购物行为以及实体店与电子商务各自的特性,来探究实体店发展的路径与方向,以及实体店与电子商务如何更好地结合协调发展,有着很重要的研究价值和现实意义。零售实体店针对顾客消费需求体系以及存在的问题,制定准确的经营策略,促进其自身的发展。本文针对索尼在华实体店的发展进行研究,通过相关经营策略理论与电子商务市场规律,总结索尼公司实体店发展的机遇与挑战,并提出可行的规划策略,帮助索尼在中国市场的进一步开拓。
[Abstract]:With the development and popularization of Internet, mobile interconnection technology and the expansion of Internet users, e-commerce in China is growing. The development of e-commerce has a great impact on Chinese traditional enterprises. However, relying solely on electronic commerce, many customers' consumption needs and preferences can not be satisfied, which is also the significance of the existence of physical stores and the way out for further development. Retail physical stores still play a leading role in meeting the needs of customers and perfecting the retail business system structure, and there is still a lot of room for development and improvement. In order to explore the path and direction of the development of the physical store, and how to better integrate and coordinate the development of the physical store and electronic commerce, the paper studies the consumer demand system, the shopping behavior of the customer and the respective characteristics of the physical store and the electronic commerce, and probes into the path and direction of the development of the physical store. Has the very important research value and the realistic significance. In order to promote the development of retail physical stores, the accurate management strategy is formulated according to the system of customer consumption demand and the existing problems. This paper studies the development of Sony's physical stores in China, summarizes the opportunities and challenges of Sony's physical store development through the relevant business strategy theory and e-commerce market law, and puts forward feasible planning strategies. To help Sony develop further in China.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.63;F724.6

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