电商冲击下实体零售商营销策略研究  

On the Marketing Strategy of Physical Retailers under the Impact of E-Commerce

作　　者：杜军燕[1] 刘天媛 Du Junyan Liu Tianyuan(Business School, Shandong University of Technology, Zibo 255000, China Yantai Research Institute, China Agricultural University, Yantai 264670, China)

机构地区：[1]山东理工大学管理学院,山东淄博255000 [2]中国农业大学烟台研究院,山东烟台264670

出　　处：《山东理工大学学报（社会科学版）》2017年第4期20-24,共5页Journal of Shandong University of Technology（Social Sciences Edition）

摘　　要：随着互联网的快速发展和网络购物的迅速兴起,越来越多的消费者选择通过网络进行购物,网络购物具有跨时空、跨地域、低成本、销售渠道扁平化等优势。与之形成鲜明对比的是近年来实体零售商正遭受剧烈的冲击,经营成本攀高、交易量与利润额大幅下降,实体商店在不断倒闭。从实体零售商的经营发展现状及存在的弊端分析网络商店对实体零售商带来的不利影响,为实体零售商的良性发展从营销策略的角度找出相应对策。With the rapid development of the Internet and the rise of online shopping,more and more consumers choose to shop online. Online shopping has the advantage of not being limited by time and space,low cost,flat sales channels and etc. In contrast,in recent years,physical retailers have been suffering severe impact： mounting operating costs,slumping trade volume and profit margin,closing bricks-and-mortar stores.Based on the status quo of management and development as well as the drawbacks of physical retailers,this paper analyzes the adverse effects of online stores on physical retailers in order to find out the corresponding countermeasures for the healthy development of the physical retailers from the perspective of the marketing strategy.

关 键 词：互联网 网络购物 实体零售商 营销策略 

分 类 号：F724.6[经济管理—产业经济] F713.55