传统零售转型新零售浅析

XCLW50664  传统零售转型新零售浅析  (字数：7784)

摘要

随着科学技术的发展，互联网零售业异军突起，增长速度惊人，传统的零售企业在不断谋求新的发展，“新零售”成为转型发展的新选择，新零售形势势不可挡。本文对传统零售及新零售的内涵进行概述，并且整理分析了新零售出现的背景和特点。就我国传统零售业的发展现状分析了我国传统零售企业转型的原因，然后借助SWOT模型对纯电商零售企业及实体零售企业的转型新零售进行补充剖析对比。此外，本文对亚马逊，阿里巴巴，京东及苏宁云商转型新零售进行案例分析，并且得出一定的启示，希望对我国传统零售业转型新零售起到积极作用，为我国零售企业的可持续健康发展提供帮助。

关键词：传统零售业；新零售；营销渠道；全渠道

Abstract

With the development of mobile Internet, traditional retail business has been greatly impacted by e-commerce, while traditional e-business retail enterprises have low user experience, and the growth and traffic dividend of users gradually shrink, and the "bottleneck" of its growth is beginning to appear. In this era of consumer centered, whether it is the traditional retail business or traditional retail business, the new retail situation is unstoppable, and the construction of all channels is also the trend of the times. This article mainly through the analysis of the transformation practice under the new retail situation of Su Ningyun, Amason, Alibaba and Jingdong, and then further analyses the transformation of traditional retail enterprises in China with the help of SWOT model, hoping to promote the sustainable and healthy development of the retail enterprises in China.

Key words: traditional retail industry; new retail; marketing channel; all channels

目 录

摘要I

AbstractII

导论4

1、问题的提出4

2、国内外研究动态4

3、研究意义及思路5

二、传统零售与新零售概述6

1、传统零售概述6

2、新零售概述6

三、我国传统零售业发展现状7

1、我国零售业总体发展现状7

2、电子商务零售发展现状8

3、实体零售业的发展现状8

四、我国传统零售业转型的原因8

1、传统零售业转型的原因8

2、传统零售企业转型新零售SWOT分析9

五、传统零售企业转型新零售案例分析10

1、纯电商零售企业转型新零售10

2、传统实体零售企业转型新零售10

六、启示11

七、总结12

参考文献14