实体零售业受网络零售业的影响及其发展策略研究  

Research on the Impact of E-retail on Brick-and-mortar Retail and Its Development Strategies

作　　者：宋瑶明 SONG Yaoming(Rainbow Data Commercial Co.,Ltd.Shenzhen,Guangdong 518000)

机构地区：[1]天虹数科商业股份有限公司,广东深圳518000

出　　处：《中国商论》2022年第11期7-9,共3页China Journal of Commerce

摘　　要：实体零售业的发展为促进就业、繁荣市场等提供了强有力的支持,而随着互联网技术的有效渗透,网络零售业作为一种新兴的零售业态,给实体零售业的发展带来了较大的冲击,在一定程度上导致实体零售业发展趋缓。面对行业变革,实体零售业想要生存和发展,应该积极拥抱变化,增加对数字化技术的投入,优化自身的商业模式。实体零售业可以通过以下三个方面探索转型和发展:做好统筹规划和提高认知;发挥自身优势增强用户体验;积极利用新技术构建线上线下融合的服务平台,实现线上和线下的有效融合。The development of brick-and-mortar retail has provided strong support for promoting employment and prosperous market,etc.With the effective penetration of Internet technology,e-retail,as an emerging retail industry,has brought a huge impact to the development of brick-and-mortar retail,and as a result,the development of brick-and-mortar retail has slowed down to some extant.In face of industrial transformation,if the brick-and-mortar retailers want to survive and develop,they should actively embrace the changes,increase their investment in digital technology and optimize their business models.The brick-and-mortar retail can explore the transformation and development through the following three aspects,including making a sound overall planning and improving cognition;giving full play to its own advantages to enhance user experience;and actively using new technologies to build an online and offl ine integration service platform to achieve eff ective integration of online and offl ine ways.

关 键 词：网络零售业 实体零售业 影响 发展 转型 

分 类 号：F724.2[经济管理—产业经济]