网络购物增长与大型电器零售商转型  

Shopping Online Growth and Home Appliance Retailer Transformation

作　　者：闫星宇[1] 

机构地区：[1]南京财经大学国际经贸学院,江苏南京210046

出　　处：《中国流通经济》2013年第10期108-113,共6页China Business and Market

基　　金：教育部人文社会科学研究规划基金项目"零售制造商模块化组织的构建;运行与价值创新研究"(项目编号:11YJA790176);江苏高校优势学科建设工程资助项目的部分研究成果

摘　　要：随着网络的普及和电子商务多项利好政策的出台,2010年以来,网络购物正在为众多消费者所青睐,成为一种新的消费习惯,我国网络购物规模分别以55%和69%的年增长率增长,极大地挤占了电器实体店的市场份额,传统电器零售商的市场优势地位正在丧失。在这样的大环境下,传统电器零售商积极转型电子商务,出现了"苏宁易购"、"国美在线"等网上商城。文章指出,为更好地适应网络购物的日益增长,迎合消费习惯的变化,电器零售商仅仅转型网络销售是远远不够的,更应转型为零售制造商,介入生产,主导构建模块化生产供应链,通过商品价格、质量、快速反应优势,形成线上线下市场合力,共同打造线上线下市场的零售商品牌。As widespread expansion of network and introduction of many good electronic business policies, scale of China＇s shopping online increased at 55% and 69% annual growth rate since 2010, which greatly occupied market share of household appliances store; so Suning, Gome, etc. strived to develop network stores. The author argues that, to better cope with the increasingly growing online shopping and changes in customers＇ behavior, it is not enough for the household appliances retailers to transform to online seller, but they should transform into Speciality Retailer of Private Label Apparel （SPA）, which structure modular production supply chain and forge online and offline retailer brand by price, quality and rapid reaction advantages.

关 键 词：网络零售 家用电器 零售制造商 模块化生产 

分 类 号：F713.36[经济管理—产业经济]