傳統(tǒng)零售業(yè)發(fā)展電子商務(wù)風險因素研究
發(fā)布時間：2018-10-18 11:32
【摘要】：近幾年，傳統(tǒng)零售業(yè)的發(fā)展受到電子商務(wù)的沖擊非常大，全國零售總額的增幅明顯放緩。在互聯(lián)網(wǎng)快速發(fā)展的今天，傳統(tǒng)零售業(yè)轉(zhuǎn)型升級是必然的趨勢。從2010年開始，許多傳統(tǒng)零售企業(yè)開始加入了“觸電”大軍，紛紛尋求電商之道。然而，到目前為止，成功轉(zhuǎn)型的傳統(tǒng)零售企業(yè)幾乎沒有。究其失敗的原因，絕大多數(shù)都是因為沒有結(jié)合行業(yè)特性來分析開展電商會面臨的困難以及如何去應(yīng)對這些困難。 本文分析傳統(tǒng)零售業(yè)發(fā)展電子商務(wù)的風險因素，幫助企業(yè)識別在電商發(fā)展道路中的阻礙，以便企業(yè)更好的進行風險管理。全文主要研究三個問題：（1）傳統(tǒng)零售業(yè)發(fā)展電子商務(wù)的風險因素是什么？（2）風險因素模型的評價結(jié)果是什么？（3）風險因素的內(nèi)部結(jié)構(gòu)關(guān)系是怎樣的？ 對于這三個問題的研究，本文采用定性與定量相結(jié)合的研究方法。 首先，采用文獻研究法和訪談修正法相結(jié)合的定性研究方法識別傳統(tǒng)零售業(yè)發(fā)展電子商務(wù)的風險因素，從平臺商務(wù)風險，管理基礎(chǔ)風險和信息技術(shù)風險三個維度識別出了16項風險因素，并根據(jù)16項風險因素的內(nèi)容與專家的意見設(shè)計了27個問卷題項。 其次，建立一個包含一，二，三級風險指標的風險因素評價模型，運用因子分析法對三級風險指標進行評價，評價結(jié)果是將16項二級風險指標聚合為8項風險因素，這8項風險因素按權(quán)重大小排序為：市場透明化風險，組織戰(zhàn)略風險，IT設(shè)施建置風險，營銷服務(wù)風險，物流配送風險，人力資源風險，線上線下配合風險，運營數(shù)據(jù)風險。 然后，運用解釋結(jié)構(gòu)模型法得出傳統(tǒng)零售業(yè)發(fā)展電子商務(wù)風險因素解釋結(jié)構(gòu)模型，該模型顯示人力資源風險和市場透明化風險是根源風險因素。 最后，采用多案例的研究方法，研究“觸電”相對失敗的G公司和“觸電”相對成功的L公司，從而驗證前述研究結(jié)果的有效性，同時表明該研究課題的多樣性和復雜性。 總之，本文對傳統(tǒng)零售業(yè)風險因素的研究遵循整體性和系統(tǒng)性的原則，，對風險因素進行了識別，評價，分析和驗證，能在一定程度上為想要開展或已經(jīng)開展電子商務(wù)的傳統(tǒng)零售企業(yè)提供指導。
[Abstract]:In recent years, the development of traditional retailing has been greatly impacted by electronic commerce. In the rapid development of the Internet today, the transformation and upgrading of the traditional retail industry is an inevitable trend. Since 2010, many traditional retail companies have joined the "shock" army, looking for e-commerce. However, so far, the successful transformation of traditional retail enterprises almost no. Most of the reasons for its failure are due to the lack of combination of industry characteristics to analyze the difficulties faced by e-commerce and how to deal with these difficulties. This paper analyzes the risk factors of the development of e-commerce in the traditional retail industry, and helps enterprises identify the obstacles in the development of e-commerce, so that enterprises can better carry out risk management. This paper mainly studies three questions: (1) what are the risk factors in the development of e-commerce in traditional retail industry? (2) what are the evaluation results of the risk factor model? (3) what is the internal structural relationship of the risk factor? For the study of these three problems, this paper adopts qualitative and quantitative research methods. First of all, the qualitative research method combined with literature research and interview correction method is used to identify the risk factors of traditional retail business development, from the platform business risk. 16 risk factors were identified from the three dimensions of basic risk management and information technology risk, and 27 questionnaire items were designed according to the contents of 16 risk factors and the opinions of experts. Secondly, a risk factor evaluation model including one, two and three risk indicators is established. The evaluation results show that 16 secondary risk indicators are aggregated into 8 risk factors by factor analysis. The eight risk factors are listed as follows: market transparency risk, organization strategy risk, IT facility construction risk, marketing service risk, logistics distribution risk, human resource risk, online and offline matching risk, operation data risk. Then, using the method of interpretive structure model, the author draws the explanation structure model of the risk factors of traditional retail business development. The model shows that human resource risk and market transparency risk are the root risk factors. Finally, the multi-case study method is used to study G company with "electric shock" and L company with relatively successful "electric shock", which verifies the validity of the above research results, and also shows the diversity and complexity of the research subject. In a word, the research of risk factors in traditional retail industry follows the principle of integrity and systematization, and identifies, evaluates, analyzes and verifies the risk factors. To some extent, it can provide guidance to traditional retail enterprises who want to develop e-commerce or have already developed e-commerce.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F724.2;F724.6
本文編號：2278999
[Abstract]:In recent years, the development of traditional retailing has been greatly impacted by electronic commerce. In the rapid development of the Internet today, the transformation and upgrading of the traditional retail industry is an inevitable trend. Since 2010, many traditional retail companies have joined the "shock" army, looking for e-commerce. However, so far, the successful transformation of traditional retail enterprises almost no. Most of the reasons for its failure are due to the lack of combination of industry characteristics to analyze the difficulties faced by e-commerce and how to deal with these difficulties. This paper analyzes the risk factors of the development of e-commerce in the traditional retail industry, and helps enterprises identify the obstacles in the development of e-commerce, so that enterprises can better carry out risk management. This paper mainly studies three questions: (1) what are the risk factors in the development of e-commerce in traditional retail industry? (2) what are the evaluation results of the risk factor model? (3) what is the internal structural relationship of the risk factor? For the study of these three problems, this paper adopts qualitative and quantitative research methods. First of all, the qualitative research method combined with literature research and interview correction method is used to identify the risk factors of traditional retail business development, from the platform business risk. 16 risk factors were identified from the three dimensions of basic risk management and information technology risk, and 27 questionnaire items were designed according to the contents of 16 risk factors and the opinions of experts. Secondly, a risk factor evaluation model including one, two and three risk indicators is established. The evaluation results show that 16 secondary risk indicators are aggregated into 8 risk factors by factor analysis. The eight risk factors are listed as follows: market transparency risk, organization strategy risk, IT facility construction risk, marketing service risk, logistics distribution risk, human resource risk, online and offline matching risk, operation data risk. Then, using the method of interpretive structure model, the author draws the explanation structure model of the risk factors of traditional retail business development. The model shows that human resource risk and market transparency risk are the root risk factors. Finally, the multi-case study method is used to study G company with "electric shock" and L company with relatively successful "electric shock", which verifies the validity of the above research results, and also shows the diversity and complexity of the research subject. In a word, the research of risk factors in traditional retail industry follows the principle of integrity and systematization, and identifies, evaluates, analyzes and verifies the risk factors. To some extent, it can provide guidance to traditional retail enterprises who want to develop e-commerce or have already developed e-commerce.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F724.2;F724.6
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