本文關(guān)鍵詞：電子商務(wù)環(huán)境下零售實體店的經(jīng)營策略研究　出處：《中國海洋大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 電子商務(wù) 零售實體店 顧客需求 經(jīng)營策略

【摘要】：隨著互聯(lián)網(wǎng)、移動互聯(lián)網(wǎng)技術(shù)的發(fā)展與普及,以及互聯(lián)網(wǎng)用戶規(guī)模不斷擴大,中國的電子商務(wù)發(fā)展日益壯大。電子商務(wù)的發(fā)展對中國傳統(tǒng)企業(yè)造成了很大沖擊,傳統(tǒng)實體零售業(yè)出現(xiàn)了萎靡的發(fā)展態(tài)勢。但單純依靠電子商務(wù),顧客的很多消費需求和偏好得不到滿足,這正好也是實體店存在的意義和進一步發(fā)展的出路。中國的實體店對于滿足顧客的需求、完善零售商業(yè)體系結(jié)構(gòu)仍然起到很大的引導(dǎo)作用,還有著很大的發(fā)展和改進的空間。研究顧客的消費需求體系、顧客的購物行為以及實體店與電子商務(wù)各自的特性,來探究實體店發(fā)展的路徑與方向,以及實體店與電子商務(wù)如何更好地結(jié)合協(xié)調(diào)發(fā)展,有著很重要的研究價值和現(xiàn)實意義。通過研究顧客消費需求特點,構(gòu)建以財務(wù)需求、功能需求、體驗需求、心理與社會需求為內(nèi)容,以科技性與低成本性、個性化與多樣化、高檔次與時尚性、便捷性與區(qū)域性、休閑性與社交性為特點的顧客消費需求體系,為零售實體店的發(fā)展奠定了理論基礎(chǔ)、指明了方向。同時,對零售實體店與電子商務(wù)各自的優(yōu)勢與劣勢進行分析,實體店側(cè)重于更好地滿足顧客的體驗需求、心理與社會需求等更高層次的需求,而電子商務(wù)則更好地滿足顧客的財務(wù)需求、功能需求等低層次的需求,而且對二者的發(fā)展現(xiàn)狀進行總結(jié),實體店之所以沒能抵抗電子商務(wù)的沖擊,大部分是因為零售實體店本身存在著業(yè)務(wù)單一、經(jīng)營模式同質(zhì)化、消費者便利性體驗滯后、經(jīng)營成本不斷上漲、線上線下產(chǎn)品品類同質(zhì)化、信息化發(fā)展滯后等問題。零售實體店針對顧客消費需求體系以及存在的問題,制定準確的經(jīng)營策略,促進其自身的發(fā)展。實體店首先應(yīng)該以顧客需求為出發(fā)點,在改進自身的經(jīng)營水平的同時,與電子商務(wù)不應(yīng)該保持完全的競爭關(guān)系,應(yīng)該與電子商務(wù)結(jié)合,實現(xiàn)優(yōu)勢互補,共同滿足顧客的消費需求,以此作為其經(jīng)營的指導(dǎo)思想,以應(yīng)對單純的網(wǎng)絡(luò)購物的沖擊；其次,應(yīng)該制定以實體店為主導(dǎo),實體店與電子商務(wù)相融合的戰(zhàn)略定位；再者,應(yīng)該分析企業(yè)所處的環(huán)境,明確新環(huán)境對企業(yè)的要求,進而對企業(yè)的現(xiàn)有資源進行整合,并且補充新的資源：最后,制定具體的經(jīng)營策略,包括線上線下融合發(fā)展,經(jīng)營模式的差異化,發(fā)展專業(yè)、便利、小規(guī)模的零售業(yè)態(tài),打造體驗式消費,品類差異化經(jīng)營,網(wǎng)絡(luò)信息化管理與精細化管理等,提高零售實體店的經(jīng)營水平,以應(yīng)對電子商務(wù)的沖擊。
[Abstract]:With the development and popularization of the Internet, mobile Internet technology and the continuous expansion of Internet users, the development of e-commerce in China has become increasingly strong. The development of e-commerce has caused a great impact on Chinese traditional enterprises. The traditional physical retail industry has been in a sluggish development situation, but relying solely on electronic commerce, a lot of consumer needs and preferences can not be satisfied. This is also the significance of the existence of physical stores and the way out for further development. Physical stores in China to meet the needs of customers and improve the structure of retail business system still play a great role in guiding. There is also a lot of room for development and improvement. The study of consumer demand system, customer shopping behavior and the characteristics of physical stores and e-commerce, to explore the path and direction of the development of physical stores. And how to better coordinate the development of physical store and e-commerce has important research value and practical significance. Through studying the characteristics of consumer demand, we can construct financial demand, functional demand and experience demand. Psychological and social needs as the content, with the characteristics of science and technology and low cost, individuation and diversification, high grade and fashion, convenience and regional, leisure and social characteristics as the characteristics of consumer demand system. It lays a theoretical foundation for the development of retail physical stores, and points out the direction. At the same time, the advantages and disadvantages of retail physical stores and e-commerce are analyzed. The physical stores focus on meeting the experience needs of customers better. Psychological and social needs and other higher levels of demand, while e-commerce is better to meet customers' financial needs, functional needs and other low-level needs, and summarized the status quo of their development. The reason why physical stores can not resist the impact of e-commerce, mostly because the retail physical store itself has a single business, business model homogeneity, consumer convenience experience lag, operating costs rising. Online and offline product category homogenization, information development lag and other problems. Retail physical stores in view of customer consumption demand system and existing problems, to formulate accurate business strategy. To promote its own development. Physical stores should first of all take customer needs as the starting point, improve their own business level, and e-commerce should not maintain a complete competitive relationship, should be combined with e-commerce. To achieve complementary advantages, jointly meet the consumer needs of customers, as the guiding ideology of its management, in order to cope with the impact of simple online shopping; Secondly, we should establish the strategic orientation of the combination of physical store and electronic commerce. Furthermore, we should analyze the environment of the enterprise, clarify the requirements of the new environment to the enterprise, and then integrate the existing resources of the enterprise, and supplement the new resources: finally, formulate the specific business strategy. Including online and offline integration development, business model differentiation, development of professional, convenient, small-scale retail format, create experiential consumption, category differentiation management, network information management and fine management. Improve the management level of retail physical stores to cope with the impact of e-commerce.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6;F721

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