电子商务环境下零售实体店的经营策略研究

发布时间：2017-12-31 18:42

本文关键词：电子商务环境下零售实体店的经营策略研究　出处：《中国海洋大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网、移动互联网技术的发展与普及,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。中国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。通过研究顾客消费需求特点,构建以财务需求、功能需求、体验需求、心理与社会需求为内容,以科技性与低成本性、个性化与多样化、高档次与时尚性、便捷性与区域性、休闲性与社交性为特点的顾客消费需求体系,为零售实体店的发展奠定了理论基础、指明了方向。同时,对零售实体店与电子商务各自的优势与劣势进行分析,实体店侧重于更好地满足顾客的体验需求、心理与社会需求等更高层次的需求,而电子商务则更好地满足顾客的财务需求、功能需求等低层次的需求,而且对二者的发展现状进行总结,实体店之所以没能抵抗电子商务的冲击,大部分是因为零售实体店本身存在着业务单一、经营模式同质化、消费者便利性体验滞后、经营成本不断上涨、线上线下产品品类同质化、信息化发展滞后等问题。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。实体店首先应该以顾客需求为出发点,在改进自身的经营水平的同时,与电子商务不应该保持完全的竞争关系,应该与电子商务结合,实现优势互补,共同满足顾客的消费需求,以此作为其经营的指导思想,以应对单纯的网络购物的冲击；其次,应该制定以实体店为主导,实体店与电子商务相融合的战略定位；再者,应该分析企业所处的环境,明确新环境对企业的要求,进而对企业的现有资源进行整合,并且补充新的资源：最后,制定具体的经营策略,包括线上线下融合发展,经营模式的差异化,发展专业、便利、小规模的零售业态,打造体验式消费,品类差异化经营,网络信息化管理与精细化管理等,提高零售实体店的经营水平,以应对电子商务的冲击。
[Abstract]:With the development and popularization of the Internet, mobile Internet technology and the continuous expansion of Internet users, the development of e-commerce in China has become increasingly strong. The development of e-commerce has caused a great impact on Chinese traditional enterprises. The traditional physical retail industry has been in a sluggish development situation, but relying solely on electronic commerce, a lot of consumer needs and preferences can not be satisfied. This is also the significance of the existence of physical stores and the way out for further development. Physical stores in China to meet the needs of customers and improve the structure of retail business system still play a great role in guiding. There is also a lot of room for development and improvement. The study of consumer demand system, customer shopping behavior and the characteristics of physical stores and e-commerce, to explore the path and direction of the development of physical stores. And how to better coordinate the development of physical store and e-commerce has important research value and practical significance. Through studying the characteristics of consumer demand, we can construct financial demand, functional demand and experience demand. Psychological and social needs as the content, with the characteristics of science and technology and low cost, individuation and diversification, high grade and fashion, convenience and regional, leisure and social characteristics as the characteristics of consumer demand system. It lays a theoretical foundation for the development of retail physical stores, and points out the direction. At the same time, the advantages and disadvantages of retail physical stores and e-commerce are analyzed. The physical stores focus on meeting the experience needs of customers better. Psychological and social needs and other higher levels of demand, while e-commerce is better to meet customers' financial needs, functional needs and other low-level needs, and summarized the status quo of their development. The reason why physical stores can not resist the impact of e-commerce, mostly because the retail physical store itself has a single business, business model homogeneity, consumer convenience experience lag, operating costs rising. Online and offline product category homogenization, information development lag and other problems. Retail physical stores in view of customer consumption demand system and existing problems, to formulate accurate business strategy. To promote its own development. Physical stores should first of all take customer needs as the starting point, improve their own business level, and e-commerce should not maintain a complete competitive relationship, should be combined with e-commerce. To achieve complementary advantages, jointly meet the consumer needs of customers, as the guiding ideology of its management, in order to cope with the impact of simple online shopping; Secondly, we should establish the strategic orientation of the combination of physical store and electronic commerce. Furthermore, we should analyze the environment of the enterprise, clarify the requirements of the new environment to the enterprise, and then integrate the existing resources of the enterprise, and supplement the new resources: finally, formulate the specific business strategy. Including online and offline integration development, business model differentiation, development of professional, convenient, small-scale retail format, create experiential consumption, category differentiation management, network information management and fine management. Improve the management level of retail physical stores to cope with the impact of e-commerce.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F721

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