网络零售业发展对我国传统零售业的影响及对策研究

发布时间：2018-05-13 02:17

本文选题：传统零售业 + 网络零售业　；参考：《集美大学》2015年硕士论文

【摘要】：零售业是一个与人们的生活息息相关的行业,它的发展对人们的生活有着很直接的影响,而其业态及组织形式变迁同样与人们的消费需求紧密相连,本文以动态的视角来研究目前发展迅速的新型零售业态——网络零售业对传统零售业的影响,并据此针对我国传统零售业的发展提出相关对策建议。本文根据传统零售业和网络零售业的相关研究来界定本文中二者的概念,并分别阐述我国传统零售业和网络零售业的发展概况,搜集二者相关数据来分析二者发展之间存在的关系,初步猜测二者之间存在负相关关系。在论文第三章中通过定性方法来分析网络零售业对传统零售业发展的负向影响及其原因,而在论文第四章则通过构建多元回归模型,并加入协整检验从而分析得出网络零售业对传统零售业存在一个长期的内在正向影响,也即网络零售业在长期内会促进我国传统零售业的发展。论文第五章围绕第四章所得到网络零售业对传统零售业的正向影响这一结论展开分析,分析了目前我国传统零售业的优势和劣势,再对比网络零售业的优势,提出网络零售业给我国传统零售业带了的更多是机遇,网络零售业会促使我国传统零售业的转型升级,加快其改革步伐,并据此提出传统零售业+网络零售业的跨界融合发展,这是我国传统零售业未来的转型方向,据此提出一种新的商业模式——O2O模式,在第五章中较为详尽的介绍了O2O模式的概念及特点,并以苏宁云商作为案例来分析其实施O2O模式的流程。而在论文的结尾,则以企业的角度来分析企业在实际运营过程中如何实施O2O模式。
[Abstract]:Retailing is an industry closely related to people's life, and its development has a direct impact on people's lives, and the changes of their forms of business and organization are also closely related to people's consumption needs. This paper studies the influence of network retailing on traditional retailing from a dynamic angle of view, and puts forward relevant countermeasures and suggestions for the development of traditional retailing in China. This paper defines the concepts of traditional retailing and online retailing, and expounds the development of traditional retailing and online retailing in China. Collecting the relevant data to analyze the relationship between the development of the two, preliminary guess that there is a negative correlation between the two. In the third chapter, we analyze the negative impact of online retailing on the development of traditional retailing and its causes by qualitative method, while in the fourth chapter, we construct a multivariate regression model. By adding cointegration test, we can conclude that there is a long-term positive influence on traditional retailing, that is, network retailing will promote the development of traditional retailing in the long run. The fifth chapter analyzes the positive influence of the network retailing on the traditional retailing, analyzes the advantages and disadvantages of the traditional retailing in our country, and then compares the advantages of the network retailing. The paper points out that the network retailing brings more opportunities to the traditional retailing of our country, and the network retailing will promote the transformation and upgrade of the traditional retailing in our country, and quicken the pace of its reform. Based on this, the paper puts forward the cross-border integration and development of the traditional retailing of the network. This is the transformation direction of the traditional retail trade in China in the future. Based on this, a new business model, the O2O model, is put forward. In Chapter 5, the concept and characteristics of the O2O model are introduced in detail. Su Ning cloud quotient is taken as a case to analyze the process of implementing O _ 2O model. At the end of the paper, we analyze how to implement the O _ 2O mode in the actual operation process from the perspective of enterprises.
【学位授予单位】：集美大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F724.2

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