B TO C模式下电商与实体商业空间营销方式的差异性研究  

Study on the Difference between E-commerce and Physical Commercial Space Marketing in B TO C mode

作　　者：赵幸辉[1] 宋寿剑[2] 

机构地区：[1]常州纺织服装职业技术学院,江苏常州213000 [2]南京交通职业技术学院,江苏南京210000

出　　处：《家具与室内装饰》2017年第12期106-107,共2页Furniture & Interior Design

基　　金：常州纺织服装职业技术学院科研课题(RJ201507)

摘　　要：日益繁荣的电商经济改变消费者消费习惯的同时,给实体商业经营者和设计者带了巨大压力,实体商业如何适应消费者并吸引消费者消费成为商业空间设计者和经营者首要解决的问题。本文通过探讨实体商业空间如何发展的本质性问题,分析了实体商业空间设计和营销方面的缺陷,针对性的提出空间设计需要结合商品营销;通过对电商的差异性问题的分析,从空间设计、理念转变、空间体验营造等方面,提出解决实体商业空间困境的方法,并为未来实体商业空间的发展的多元化、综合性提供可行性方案。Abstract： The growing prosperity of E-commerce changed consumers＇ consumption habits and brought great pressure to physical business owners and designers. Thereibre, the premier problem for business space designer and proprietor is how to make physical stores adapt to consumers and attract them. By discussing how to develop tbr the physical commercial space, this paper analyzed the physical stores＇ defects in commercial space design and marketing, accordingly proposed that space design needs to combine commodity marketing; Through the analysis of the differences among online retailers, some methods to solve the predicament of commercial space were put tbrward from the space design, idea transformation and space experience creation, and the diversified and comprehensive feasibility plan was provided for the physical commercial spaces in the future.

关 键 词：消费模式 空间设计 差异性 

分 类 号：F274[经济管理—企业管理] F724.6[经济管理—国民经济]