基于电子商务视角下的我国传统零售业战略转型研究

发布时间：2018-04-23 14:34

本文选题：传统零售业 + 电子商务　；参考：《新疆大学》2017年硕士论文

【摘要】：近年来,随着互联网技术的日益成熟,电商企业的发展不仅给我国传统零售业造成极大的影响,同时对传统零售企业规模、成本价格以及消费者购买方式造成了一定的冲击。尽管网络零售商不能完全取代实体店铺,但是逐步形成了以电子商务为代表的新型零售业态。应对“互联网+”的电商发展模式,传统零售企业正面临着创建新型渠道、融合电子商务等问题,因此,从电子商务视角对传统零售业的转型研究具有理论意义和实践意义。本文在基于传统零售业向电子商务转型的背景下,首先,从理论层面对相关概念及理论进行探讨,并对零售业的发展现状进行分析,研究表明:传统零售业的规模正受到电子商务模式的冲击。其次,运用因子分析法进行指标选取,使用DEA方法和Malmquist指数法针对企业的效率从静态和动态两个层面进行分析,通过静态分析发现:使用电子商务模式企业的效率高于未使用电子商务模式的企业,通过Malmquist指数法对全要素生产率进行测算,发现48家样本企业的全要素生产率都是不足的,因此,我国传统零售业在转型过程中,并不能盲目的全面转型做电商。再次,运用SWOT方法分析传统零售向电子商务的转型,发现我国传统零售业向电子商务转型的优势多于劣势的,机会大于威胁,并得出传统零售企业向电子商务转型时应采用线上线下融合发展模式的结论。最后,从企业及政府层面为传统零售业向电子商务转型提出对策建议。
[Abstract]:In recent years, with the increasing maturity of Internet technology, the development of e-commerce enterprises not only has a great impact on the traditional retail business, but also has a certain impact on the scale of traditional retail enterprises, cost prices and the way consumers buy. Although online retailers can not completely replace physical stores, they have gradually formed a new type of retail business represented by electronic commerce. In response to the e-commerce development model of "Internet", traditional retail enterprises are facing the problems of creating new channels and integrating e-commerce. Therefore, it is of theoretical and practical significance to study the transformation of traditional retailing from the perspective of e-commerce. Under the background of the transition from traditional retailing to electronic commerce, this paper first discusses the related concepts and theories from the theoretical level, and analyzes the present situation of the development of retailing. The research shows that the scale of traditional retailing is being impacted by the mode of e-commerce. Secondly, using factor analysis method to select indicators, using DEA method and Malmquist index method to analyze the efficiency of enterprises from static and dynamic levels. Through static analysis, it is found that the efficiency of enterprises using electronic commerce mode is higher than that of enterprises without electronic commerce mode. The total factor productivity is measured by Malmquist index method, and it is found that the total factor productivity of 48 sample enterprises is insufficient. Therefore, China's traditional retail industry in the process of transformation, can not blindly complete transformation of e-commerce. Thirdly, using the SWOT method to analyze the transition from traditional retail to electronic commerce, we find that the advantages and disadvantages of the transition from traditional retailing to electronic commerce are greater than those of disadvantages, and the opportunities are greater than the threats. And draw the conclusion that the traditional retail enterprises should adopt the integration development mode of line and off-line when transforming to e-commerce. Finally, from the enterprise and the government level for the traditional retailing to e-commerce to put forward countermeasures and suggestions.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F724.2

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