面向传统零售业的电子商务模式研究

发布时间：2018-02-12 09:01

本文关键词： 传统零售业电子商务模式零售消费电子商务　出处：《北京化工大学》2014年硕士论文　论文类型：学位论文

【摘要】：目前,消费已经成为拉动中国经济增长的主要方式,而近年来电子商务的迅速发展,传统零售的消费方式因电子商务而受到了非常大的影响,很多传统零售企业都开始尝试电子商务,传统零售与电子商务的竞争与合作问题已经成为近年来的具有较高研究价值的课题。电子商务已经成为传统零售业不容忽视的营销渠道,在此过程中诸多的传统零售企业面临着发展电子商务的需要,一些企业已经开始进行着尝试性探索。与已经形成一定规模的线上电子商务企业相比,传统零售企业似乎已经失去了先机,但传统零售企业凭借其强大的资源和线下经营多年积累的口碑和认识,在进入到电子商务领域后,也能进发出新的活力。现在全球电子商务的应用和技术都逐渐成熟,我国电子商务的多种交易模式经过了近十年的发展和磨合,为传统零售企业进入电子商务领域打下了夯实的基础。在这个时期,也成为了传统零售企业进入电子商务经营的黄金时期。然而,问题与挑战在很多传统零售企业尝试着进入电子商务领域时不断的出现。文章通过对面向传统零售业电子商务模式的研究,从电子商务模式的角度出发,来找出有规律、有代表性、有普遍性的问题进行研究总结,健康的传统零售业的电子商务将在中国发展。首先,文章根据交易主体的特性对电子商务模式进行分类,分成十四种电子商务模式和八个交易主体,从中选择了6种与零售相关电子商务模式为主要研究对象,并结合3种消费者行为模式进行了分析研究,总结策划了在电r商务模式中消费者行为模式特点的分析图。其次,通过分析传统零售业电子商务模式的三类影响因素,总结出了传统零售业电子商务模式影响因素分析图。通过对企业相关案例的研究,初步设计了零售电子商务模式的选择方法。再次,在组合模式进行分类的案例研究中,发现了第二种电子商务模式的分类方法。另外,在“线上+线下"模式的研究中,发现了线上与线下模式之间还存在“中间”模式。最后,文章从零售电子商务模式的组合与传统商务模式的融合发展角度对传统零售业的零售模式提出了“6+1模式”。
[Abstract]:At present, consumption has become the main way to stimulate China's economic growth. With the rapid development of e-commerce in recent years, traditional retail consumption has been greatly affected by e-commerce. A lot of traditional retail companies are starting to try electronic commerce, The competition and cooperation between traditional retailing and e-commerce has become a subject of high research value in recent years. E-commerce has become a marketing channel that can not be ignored in traditional retailing. In the process, many traditional retail enterprises are faced with the need of developing electronic commerce. Some enterprises have begun to make tentative exploration. The traditional retail enterprises seem to have lost their first chance, but with their powerful resources and the reputation and understanding accumulated over the years of offline operation, they have entered the field of electronic commerce. Now the application and technology of electronic commerce in the world are all gradually maturing. After nearly a decade of development and integration, a variety of transaction modes of e-commerce in China have been developed. It has laid a solid foundation for the traditional retail enterprises to enter the field of electronic commerce. In this period, it has also become the golden period for the traditional retail enterprises to enter the electronic commerce business. However, Problems and challenges appear constantly when many traditional retail enterprises try to enter the field of electronic commerce. Representative, universal issues are summarized, healthy traditional retailing e-commerce will develop in China. Firstly, according to the characteristics of the transaction subject, the paper classifies the electronic commerce model into 14 kinds of electronic commerce mode and eight transaction subjects, and chooses 6 kinds of retail related electronic commerce mode as the main research object. Combined with the analysis of three kinds of consumer behavior patterns, this paper summarizes and plans the characteristics of consumer behavior patterns in the electric r business model. Secondly, through the analysis of three kinds of factors affecting the traditional retail e-commerce model, This paper summarizes the analysis diagram of the influencing factors of the traditional retail e-commerce mode. Through the research on the related cases of the enterprise, the paper preliminarily designs the selection method of the retail e-commerce mode. Thirdly, in the case study of the combination mode classification, In addition, in the study of "online and offline" patterns, we found that there are "intermediate" patterns between online and offline patterns. From the perspective of the combination of the retail e-commerce model and the traditional business model, this paper puts forward the "61 model" for the retail mode of the traditional retailing industry.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6

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