实体零售业线上线下融合发展研究

发布时间：2018-06-17 05:36

本文选题：实体零售业 + 线上线下融合　；参考：《首都经济贸易大学》2017年硕士论文

【摘要】：面对互联网技术应用的不断深化以及消费者需求的快速变化带来的冲击,拓展线上平台,进行线上线下融合发展成为实体零售业转型发展的必然趋势,而究竟如何发展成为实体零售业急需解决的问题。本文通过实体零售业发展的理论分析、现状研究、具体案例分析及实证分析四个方面对实体零售业线上线下融合发展进行研究。首先,分析实体零售业线上线下融合的内涵,对其发展机理、模式和推动因素进行理论分析。其次,从行业层面对我国实体零售业发展情况分析。具体分析实体零售业线上线下融合发展情况以及实体零售业进行线上线下融合面临的机遇和挑战。接着,从企业角度对实体零售业线上线下融合发展的具体案例进行分析。选择近三年典型的实体零售企业线上线下融合案例,对其融合模式特点进行分析,发现实体零售企业线上线下融合主要具备线上线下资源融合、技术融合以及股权资本融合几个方面特点。然后,对实体零售业线上线下融合发展程度及影响因素进行实证分析。基于行业层面现状特点的分析和企业角度的案例研究,结合已有学者的研究方法,设计合适的评价指标和影响因素变量,运用因子分析法对实体零售业线上线下融合情况进行量化,并进行回归分析,得出企业技术能力、资金能力、平台资源对实体零售企业线上线下融合具有显著影响。最后,从树立线上线下融合发展意识、加强信息化建设、实现线上线下优势互补三个方面对我国实体零售企业线上线下融合发展提出建议。
[Abstract]:Facing the impact of the continuous deepening of the application of Internet technology and the rapid change of consumer demand, it is an inevitable trend for the transformation and development of the real retail industry to expand the online platform and integrate the on-line and offline development. However, how to develop into an urgent problem for the real retailing industry. Through the theoretical analysis of the development of the physical retail industry, the present situation research, the concrete case analysis and the empirical analysis four aspects to study the entity retail industry line and offline integration development. Firstly, it analyzes the connotation of the integration of physical retail line and offline, and analyzes its development mechanism, model and driving factors. Secondly, it analyzes the development of the real retail industry in China from the industry level. This paper analyzes the development of online and offline convergence of the physical retail industry and the opportunities and challenges of the integration of the online and offline retail industry. Then, from the angle of enterprise, the paper analyzes the specific case of the integration of the real retail line and offline. The typical case of online and offline convergence of physical retail enterprises in recent three years is selected, and the characteristics of integration mode are analyzed. It is found that online and offline integration of physical retail enterprises mainly has the integration of online and offline resources. Technology integration and equity capital integration of several aspects of the characteristics. Then, the paper makes an empirical analysis on the development degree and influencing factors of real retail line integration. Based on the analysis of the characteristics of the industry level and the case study of the enterprise angle, combined with the research methods of the existing scholars, the appropriate evaluation indicators and influencing factors variables are designed. This paper uses factor analysis method to quantify the integration of online and offline retail industry, and carries on regression analysis, and draws the conclusion that enterprise technical ability, capital ability and platform resources have significant influence on online and offline convergence of physical retail enterprises. Finally, some suggestions are put forward from the following three aspects: establishing the consciousness of integration and development, strengthening the construction of information, and realizing the complementation of the advantages between the line and the line, in order to put forward some suggestions for the development of the integration of the online and offline of the retail enterprises in our country.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F721

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