传统企业与电子商务融合发展研究  

The Research of the Integration Development Between the Traditional Enterprise and E-commerce

作　　者：邓宝贵[1] 方鹏[1] 李玉琼[1] 

机构地区：[1]南华大学经济管理学院,湖南衡阳421001

出　　处：《物流科技》2015年第3期132-134,共3页Logistics Sci-Tech

摘　　要：近几年由于电子商务的快速发展,出现了传统企业向电子商务进军的大潮,许多传统企业为了提升企业品牌形象和提高业绩都纷纷开始发展线上渠道,但线上渠道无疑会对线下渠道产生巨大冲击,这也是目前许多电商企业所面临的难题,如何平衡线上与线下的冲突、实现多渠道化融合发展将决定传统企业向电子商务转型成功与否的关键。文章旨在研究如何平衡线上与线下的冲突,并提出相应的对策,以便为传统企业的转型提供相应的借鉴。In recent years, due to the rapid development of E-commerce, there begins a large marching of transformation among many traditional enterprises to E-business. A large amount of traditional enterprises are beginning to develop online businesses, in order to improve their brand images and performances, but the online businesses will undoubtedly have a huge impact on offline ones, which is also the very problem faced by lots of electronic businesses enterprises at present.How to balance the conflicts, emerged between online and offline businesses, and realize the multi-channel development will determine whether does the traditional enterprise could transform to be E-business one or not. The purpose of this paper is to study how to balance the conflict between online and offline businesses, and the corresponding countermeasures are put forward to, for providing corresponding references to the traditional enterprises undergoing transformation.

关 键 词：传统企业 电子商务 线上 线下 平衡 

分 类 号：F713.360[经济管理—产业经济]