网络购物、传统零售业的比较分析与发展趋势

发布时间：2018-07-05 00:59

本文选题：网络购物 + 互联网　；参考：《东北师范大学》2014年硕士论文

【摘要】：网络购物与传统零售业相比具有价格实惠、不受时空限制等优势，，同时非面对面交易的诚信、安全等问题构成的劣势也是显而易见的。网络购物与传统零售业作为两种不同的购物方式各有其优缺点。生产力过剩、产品同质化、商品信息过剩使得品牌管理在网络购物时代更为重要；商品品牌影响力、网购平台品牌影响力、网络经销商品牌影响力的提升之道仍是经营者们讨论的主要话题。我国网络购物自诞生之日至今，已向着自我完善的方向，有了飞速的发展，且达到了一定程度；网购的交易额、消费者人口规模、消费水平等得到了大力提升；网购平台也变得智能化、多样化；网购产品结构发生了变化；网购模式在不断创新。另外，网络购物还引发了消费方式的变化。物流阻碍着某些时效性产品的网购发展，这是现阶段网购存在的问题之一；消费者“交钱取货”的思想根深蒂固；移动互联网介入后，人们对网络购物便捷化的要求提高；物流配送将与传统零售网络（实体连锁店）紧密结合形成新的配送模式；突破物流限制的网络购物新模式必将出现。网络购物的大力发展对实体店产生了很大的影响，它引发了实体店角色的转变，实体店除了担负传统的销售功能外，还担负着产品（服务）体验场所、售后场所、网购提货场所等功能。手机APP+实体店自提将成趋势。
[Abstract]:Compared with the traditional retail trade, online shopping has the advantages of affordable price, not limited by time and space, at the same time, the disadvantages of non-face to face transactions such as integrity, security and other problems are also obvious. As two different shopping methods, online shopping and traditional retailing have their own advantages and disadvantages. Excess productivity, homogenization of products and excess of commodity information make brand management more important in the era of online shopping. The promotion of brand influence of network dealers is still the main topic discussed by operators. Since the birth of online shopping in our country, it has developed rapidly and has reached a certain degree in the direction of self-improvement, and the turnover of online shopping, the scale of consumer population, and the level of consumption have been greatly improved. Online shopping platform has also become intelligent and diversified; online shopping product structure has changed; online shopping model is constantly innovating. In addition, online shopping has also led to changes in consumption patterns. Logistics hinders the development of some timely products, which is one of the problems existing in online shopping at the present stage; the idea that consumers "pay money and take goods" is deeply rooted; Logistics distribution will be closely combined with the traditional retail network (physical chain stores) to form a new distribution model. The rapid development of online shopping has a great impact on the physical store, which has caused the change of the role of the physical store. In addition to the traditional sales function, the physical store is also responsible for the product (service) experience place and after-sale place. Online purchase and delivery of goods and other functions. Mobile phone app physical store will become a trend.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F724.2

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