互联网环境下传统零售企业的发展对策研究

中文摘要

零售业是我们中国最为传统的一种行业，它的发展历史十分久远。经过两千多年的发展，传统零售业随着我们人类的进步也在不断地变革与进步。到了互联网技术与科技高速发展的今天，我们的传统零售业开始经历着一场大变动。自2000年以来，互联网高速发展，网购这种新的生活方式以其便利、选择多样化的特点迅速进入了我们的生活，它正在逐渐代替着我们的传统零售业。面对这种火速的发展成长，电子商务严重的冲击到了传统零售业。

面对着整个行业的持续低迷，传统零售业的前景很不容乐观，转型与改变迫在眉睫。基于上述的背景，本文从介绍传统零售业和电子商务的概念以及组成出发,分析了传统零售业和电商各自的优缺点,探讨了在互联网环境下传统零售企业发展萎靡的原因,并且为传统零售企业的革新提出了一些建议。传统零售企业的革新最重要的还是线上线下共同营销,利用好自己的优势,这对促进国家经济发展也有着很重大的意义。

关键词：互联网；传统零售业；发展；转型

abstract

The retail trade is our China most traditional one kind of industry, its development history is very long.After more than two thousand years of development, the traditional retail industry with the progress of our mankind is also in constant change and progress. Today, with the rapid development of Internet technology and technology, our traditional retail industry has begun to experience a great change. Since 2000, with the rapid development of the Internet, online shopping, a new way of life, has rapidly entered our life with its convenience and diversified choices. It is gradually replacing our traditional retail industry. In the face of this rapid development and growth, e-commerce has seriously impacted the traditional retail industry.

Facing the continuous downturn of the whole industry, the prospect of traditional retail industry is not optimistic, and transformation and change are imminent. Based on the above background, this paper starts from the introduction of the concept and composition of traditional retail and e-commerce, analyzes the advantages and disadvantages of traditional retail and e-commerce respectively, discusses the reasons for the sluggish development of traditional retail enterprises under the Internet environment, and puts forward some Suggestions for the innovation of traditional retail enterprises. The most important part of the innovation of traditional retail enterprises is online and offline co-marketing, which makes good use of their own advantages, which is also of great significance to promote national economic development.

Keywords: Internet; Traditional retail; Development; The transformation of

目录

1 绪论1

1．1研究背景1

1．2研究意义1

1．3 文献综述1

1.4 研究内容与方法2

2 传统零售业及电子商务概述3

2.1 传统零售业的概述3

2.1.1 传统零售业的定义3

2.1.2 传统零售企业的经营形式3

2.2.1 电子商务的定义3

2.2.2 电子商务的构成及发展4

3 互联网环境下传统零售企业的发展状况5

3.1 互联网环境下传统零售企业的行业现状5

3.2 电子商务对传统零售企业的影响5

3.2.1 传统零售业的市场规模受到影响5

3.2.2 传统零售企业的市场份额受到影响6

3.2.3 利润越来越低6

3.2.4 高端客户的损失7

3.2.5 新零售形式的出现7

4 互联网环境下传统零售企业发展萎靡的原因分析9

4.1 经营成本高，营销策略不够灵活9

4.1.1 传统零售业的经营成本高9

4.1.2 传统零售企业的营销策略不够灵活9

4.2 电商用户和盈利逐年增加，挤压市场9

5 互联网环境下传统零售业发展对策分析11

5.1 开拓互联网市场，线上线下合作发展11

5.1.1 线上线下合作发展11

5.1.2 选择合适的电商平台11

5.1.3 引进电商人才11

5.2 充分利用自身优势，多方面发展11

5.2.1 传统零售的购物体验11

5.2.2 本身的品牌优势12

5.2.3 成熟的供销渠道12

5.3 线下实体店的改革12

5.3.1 扩大经营12

5.3.2 增加休闲娱乐设施12

5.3.3 价格的调整12

参考文献13