本文關鍵詞： 傳統(tǒng)零售業(yè) 電子商務模式 零售 消費 電子商務　出處：《北京化工大學》2014年碩士論文　論文類型：學位論文

【摘要】：目前,消費已經成為拉動中國經濟增長的主要方式,而近年來電子商務的迅速發(fā)展,傳統(tǒng)零售的消費方式因電子商務而受到了非常大的影響,很多傳統(tǒng)零售企業(yè)都開始嘗試電子商務,傳統(tǒng)零售與電子商務的競爭與合作問題已經成為近年來的具有較高研究價值的課題。電子商務已經成為傳統(tǒng)零售業(yè)不容忽視的營銷渠道,在此過程中諸多的傳統(tǒng)零售企業(yè)面臨著發(fā)展電子商務的需要,一些企業(yè)已經開始進行著嘗試性探索。與已經形成一定規(guī)模的線上電子商務企業(yè)相比,傳統(tǒng)零售企業(yè)似乎已經失去了先機,但傳統(tǒng)零售企業(yè)憑借其強大的資源和線下經營多年積累的口碑和認識,在進入到電子商務領域后,也能進發(fā)出新的活力�，F(xiàn)在全球電子商務的應用和技術都逐漸成熟,我國電子商務的多種交易模式經過了近十年的發(fā)展和磨合,為傳統(tǒng)零售企業(yè)進入電子商務領域打下了夯實的基礎。在這個時期,也成為了傳統(tǒng)零售企業(yè)進入電子商務經營的黃金時期。然而,問題與挑戰(zhàn)在很多傳統(tǒng)零售企業(yè)嘗試著進入電子商務領域時不斷的出現(xiàn)。文章通過對面向傳統(tǒng)零售業(yè)電子商務模式的研究,從電子商務模式的角度出發(fā),來找出有規(guī)律、有代表性、有普遍性的問題進行研究總結,健康的傳統(tǒng)零售業(yè)的電子商務將在中國發(fā)展。 首先,文章根據(jù)交易主體的特性對電子商務模式進行分類,分成十四種電子商務模式和八個交易主體,從中選擇了6種與零售相關電子商務模式為主要研究對象,并結合3種消費者行為模式進行了分析研究,總結策劃了在電r商務模式中消費者行為模式特點的分析圖。其次,通過分析傳統(tǒng)零售業(yè)電子商務模式的三類影響因素,總結出了傳統(tǒng)零售業(yè)電子商務模式影響因素分析圖。通過對企業(yè)相關案例的研究,初步設計了零售電子商務模式的選擇方法。再次,在組合模式進行分類的案例研究中,發(fā)現(xiàn)了第二種電子商務模式的分類方法。另外,在“線上+線下"模式的研究中,發(fā)現(xiàn)了線上與線下模式之間還存在“中間”模式。最后,文章從零售電子商務模式的組合與傳統(tǒng)商務模式的融合發(fā)展角度對傳統(tǒng)零售業(yè)的零售模式提出了“6+1模式”。
[Abstract]:At present, consumption has become the main way to stimulate China's economic growth. With the rapid development of e-commerce in recent years, traditional retail consumption has been greatly affected by e-commerce. A lot of traditional retail companies are starting to try electronic commerce, The competition and cooperation between traditional retailing and e-commerce has become a subject of high research value in recent years. E-commerce has become a marketing channel that can not be ignored in traditional retailing. In the process, many traditional retail enterprises are faced with the need of developing electronic commerce. Some enterprises have begun to make tentative exploration. The traditional retail enterprises seem to have lost their first chance, but with their powerful resources and the reputation and understanding accumulated over the years of offline operation, they have entered the field of electronic commerce. Now the application and technology of electronic commerce in the world are all gradually maturing. After nearly a decade of development and integration, a variety of transaction modes of e-commerce in China have been developed. It has laid a solid foundation for the traditional retail enterprises to enter the field of electronic commerce. In this period, it has also become the golden period for the traditional retail enterprises to enter the electronic commerce business. However, Problems and challenges appear constantly when many traditional retail enterprises try to enter the field of electronic commerce. Representative, universal issues are summarized, healthy traditional retailing e-commerce will develop in China. Firstly, according to the characteristics of the transaction subject, the paper classifies the electronic commerce model into 14 kinds of electronic commerce mode and eight transaction subjects, and chooses 6 kinds of retail related electronic commerce mode as the main research object. Combined with the analysis of three kinds of consumer behavior patterns, this paper summarizes and plans the characteristics of consumer behavior patterns in the electric r business model. Secondly, through the analysis of three kinds of factors affecting the traditional retail e-commerce model, This paper summarizes the analysis diagram of the influencing factors of the traditional retail e-commerce mode. Through the research on the related cases of the enterprise, the paper preliminarily designs the selection method of the retail e-commerce mode. Thirdly, in the case study of the combination mode classification, In addition, in the study of "online and offline" patterns, we found that there are "intermediate" patterns between online and offline patterns. From the perspective of the combination of the retail e-commerce model and the traditional business model, this paper puts forward the "61 model" for the retail mode of the traditional retailing industry.
【學位授予單位】：北京化工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F724.6

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