传统零售商“优势触网”的条件与权变策略  

Requirements and Adaptable Tactics for Traditional Retailers to Touch Online Distribution

作　　者：李桂华[1] 刘铁[1] 

机构地区：[1]南开大学商学院,天津300071

出　　处：《北京工商大学学报（社会科学版）》2011年第5期6-12,共7页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

摘　　要：面对网络零售对实体零售渠道的销售额冲击,传统零售商纷纷触网,寻求线上和线下销售融合发展的渠道。这种发展不仅是要触网,更要在触网的同时实现整合优势,即"优势触网"。从优势获取和维持的角度来分析,成功触网的时机与条件影响因素主要集中在环境机会、业态特征、战略优势基础等方面。不同企业的触网模式、策略应有所区别,并以外部环境特征和企业具体条件为权变因素,合理的触网选择是寻求业态策略与环境条件的匹配。Facing the impact of online retailing sales upon the physical presence,traditional retailers are in a rush to touch the online channel and explore an integrated development of online and offline channels.Such development not only requires the touch with online transactions but also realize the integration advantage,i.e.to obtain a superior position.From the perspective of gaining and maintaining advantages,the influential factors of opportunities and requirements for the traditional retailers to enter the online retail market mainly include some aspects such as circumstances,industry characteristics,and strategic advantage foundation.Various basic modes and specific tactics would be suitable for different enterprises,with the external circumstances and specific condition of an enterprise as the adaptation factors,a rational choice for traditional retailers to touch online distribution is to make the tactics match the circumstances and conditions.

关 键 词：网络零售 线上线下融合 触网条件 权变策略 

分 类 号：F713.32[经济管理—产业经济] F724.6