传统零售商实体零售和网络零售业务协同发展模式研究  

Research on Collaborative Development Model of Traditional Retailers' Physical Retail and Online Retail

作　　者：刘文纲[1] 郭立海 

机构地区：[1]北京工商大学商学院,北京100048 [2]石家庄金刚集团,河北石家庄052165

出　　处：《北京工商大学学报（社会科学版）》2013年第4期38-43,共6页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：教育部人文社会科学基金项目"企业跨国并购中的品牌资源整合研究"(10YJA630100);北京市教育委员会人文社会科学重点项目"北京零售企业自有品牌战略研究"(SZ201310011004)

摘　　要：随着经济社会的发展,传统零售商开展网络零售业务成为大势所趋,但如何实现网络零售业务与实体零售业务的协同发展成为困扰企业决策者的关键问题。两种业务协同发展的本质是资源共享,可选择的协同发展模式有相互补充、相互独立、相互融合等类型。传统零售商在选择协同发展模式时,必须考虑原有零售业态、自身资源条件及市场需求变化趋势等因素。相互融合的发展模式主要适用于采用"自营"模式的专业连锁零售商。Along with the development of social economy, it is a trend that traditional retailers start their online retailing. However, how to realize a collaborative development of both physical retail and online retail has become a key puzzle for enter- prise decision-makers. For a collaborative development of these two business formats, the essence is the resource-sharing. There are several model options available： complementary, mutually exclusive or mutually integrated. In selecting the model of collabo- rative development, traditional retailers must take original retail format, their own resource condition and market demand change into consideration. Mutually Integrated model is mainly suitable for self-run traditional retailers that expect to promote professional chain ooeration.

关 键 词：实体零售 网络零售 协同发展模式 零售业态 

分 类 号：F724.2[经济管理—产业经济] F724.6