我国网络零售业对传统零售业影响的统计分析

发布时间：2018-06-22 07:17

本文选题：网络零售业 + 传统零售业　；参考：《辽宁大学》2017年硕士论文

【摘要】：网络零售业的快速发展既给传统零售业造成了很大的冲击,又为传统零售业拓宽了新的发展模式和机遇。正确认识我国网络零售业对传统零售业的影响,有利于推进传统零售业的转型升级,促进网络零售业与传统零售业的协同发展,并且进一步促进国家的经济增长。本文通过定性分析网络零售业对传统零售业的影响发现,网络零售业对传统零售业的冲击主要体现在价格方面、终端方面和销售控制方面,促进作用主要体现在百货、超市、家电连锁等传统零售企业积极开展电子商务模式,将实体店铺与互联网相结合,使实体零售店面趋于多元化;通过建立VAR模型定量分析网络零售业对传统零售业的影响,得出网购成交额的前一期对传统零售业销售额存在正向的影响,影响值为0.051766,并进行协整检验,得出网购成交额与传统零售业销售额之间存在着长期均衡关系,网购成交额每增加1个单位,传统零售业的销售额将减少0. 201761个单位,体现了网络零售业对传统零售业的冲击作用,最后通过脉冲响应函数分析及方差分解分析得出在1期之后,传统零售业销售额对于网购成交额的冲击反应最大,为0.004,冲击的影响较持久,并且对于传统零售业销售额的波动而言,网购成交额的作用逐期上升,到第十期时,有16%的比例份额是由网购成交额的波动所引起的。本文在结合定性分析与实证分析的基础上,得出了我国网络零售业对传统零售业既有冲击作用,又有促进作用,指出它们今后必将协同发展,同时建议传统零售业未来应与电商有机结合,制定稳健的经营策略,注重营造体验式购物,并可重点发力高端市场。
[Abstract]:The rapid development of network retailing not only brings great impact to the traditional retailing industry, but also broadens the new development mode and opportunity for the traditional retailing industry. A correct understanding of the impact of online retailing on traditional retailing is conducive to promoting the transformation and upgrading of traditional retailing, promoting the coordinated development of online retailing and traditional retailing, and further promoting the economic growth of the country. Based on the qualitative analysis of the impact of network retailing on traditional retailing, this paper finds that the impact of network retailing on traditional retailing is mainly reflected in price, terminal and sales control, and the promotional role is mainly reflected in department stores, supermarkets, and so on. Traditional retail enterprises, such as household appliance chains, actively develop e-commerce model, combine physical stores with Internet, make physical retail stores tend to diversify, through the establishment of VAR model quantitative analysis of the impact of online retailing on traditional retailing, It is concluded that there is a positive effect on the traditional retail sales in the previous period of online purchase turnover, the influence value is 0.051766, and the cointegration test is carried out, and it is concluded that there is a long-term equilibrium relationship between the online purchase turnover and the traditional retail sales. For every unit added to online purchases, traditional retail sales will fall 0. 5%. 201761 units, reflecting the impact of online retailing on traditional retail, finally through impulse response function analysis and variance decomposition analysis, it is concluded that after one issue, the impact of traditional retail sales to the turnover of online shopping is the greatest. The impact is 0.004, the impact of the impact is more lasting, and for the traditional retail sales fluctuations, the role of online shopping volume increased time by stage, to the tenth period, 16% of the share is caused by the fluctuations in the turnover of online shopping. On the basis of qualitative analysis and empirical analysis, this paper draws a conclusion that our country's network retailing has both impact and promotion effect on traditional retailing, and points out that they will certainly develop in coordination in the future. At the same time, it is suggested that the traditional retail industry should combine with e-commerce in the future, formulate steady management strategy, pay attention to building experiential shopping, and focus on high-end market.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6

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