本文選題：實(shí)體零售業(yè) + 線(xiàn)上線(xiàn)下融合　； 參考：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2017年碩士論文

【摘要】：面對(duì)互聯(lián)網(wǎng)技術(shù)應(yīng)用的不斷深化以及消費(fèi)者需求的快速變化帶來(lái)的沖擊,拓展線(xiàn)上平臺(tái),進(jìn)行線(xiàn)上線(xiàn)下融合發(fā)展成為實(shí)體零售業(yè)轉(zhuǎn)型發(fā)展的必然趨勢(shì),而究竟如何發(fā)展成為實(shí)體零售業(yè)急需解決的問(wèn)題。本文通過(guò)實(shí)體零售業(yè)發(fā)展的理論分析、現(xiàn)狀研究、具體案例分析及實(shí)證分析四個(gè)方面對(duì)實(shí)體零售業(yè)線(xiàn)上線(xiàn)下融合發(fā)展進(jìn)行研究。首先,分析實(shí)體零售業(yè)線(xiàn)上線(xiàn)下融合的內(nèi)涵,對(duì)其發(fā)展機(jī)理、模式和推動(dòng)因素進(jìn)行理論分析。其次,從行業(yè)層面對(duì)我國(guó)實(shí)體零售業(yè)發(fā)展情況分析。具體分析實(shí)體零售業(yè)線(xiàn)上線(xiàn)下融合發(fā)展情況以及實(shí)體零售業(yè)進(jìn)行線(xiàn)上線(xiàn)下融合面臨的機(jī)遇和挑戰(zhàn)。接著,從企業(yè)角度對(duì)實(shí)體零售業(yè)線(xiàn)上線(xiàn)下融合發(fā)展的具體案例進(jìn)行分析。選擇近三年典型的實(shí)體零售企業(yè)線(xiàn)上線(xiàn)下融合案例,對(duì)其融合模式特點(diǎn)進(jìn)行分析,發(fā)現(xiàn)實(shí)體零售企業(yè)線(xiàn)上線(xiàn)下融合主要具備線(xiàn)上線(xiàn)下資源融合、技術(shù)融合以及股權(quán)資本融合幾個(gè)方面特點(diǎn)。然后,對(duì)實(shí)體零售業(yè)線(xiàn)上線(xiàn)下融合發(fā)展程度及影響因素進(jìn)行實(shí)證分析。基于行業(yè)層面現(xiàn)狀特點(diǎn)的分析和企業(yè)角度的案例研究,結(jié)合已有學(xué)者的研究方法,設(shè)計(jì)合適的評(píng)價(jià)指標(biāo)和影響因素變量,運(yùn)用因子分析法對(duì)實(shí)體零售業(yè)線(xiàn)上線(xiàn)下融合情況進(jìn)行量化,并進(jìn)行回歸分析,得出企業(yè)技術(shù)能力、資金能力、平臺(tái)資源對(duì)實(shí)體零售企業(yè)線(xiàn)上線(xiàn)下融合具有顯著影響。最后,從樹(shù)立線(xiàn)上線(xiàn)下融合發(fā)展意識(shí)、加強(qiáng)信息化建設(shè)、實(shí)現(xiàn)線(xiàn)上線(xiàn)下優(yōu)勢(shì)互補(bǔ)三個(gè)方面對(duì)我國(guó)實(shí)體零售企業(yè)線(xiàn)上線(xiàn)下融合發(fā)展提出建議。
[Abstract]:Facing the impact of the continuous deepening of the application of Internet technology and the rapid change of consumer demand, it is an inevitable trend for the transformation and development of the real retail industry to expand the online platform and integrate the on-line and offline development. However, how to develop into an urgent problem for the real retailing industry. Through the theoretical analysis of the development of the physical retail industry, the present situation research, the concrete case analysis and the empirical analysis four aspects to study the entity retail industry line and offline integration development. Firstly, it analyzes the connotation of the integration of physical retail line and offline, and analyzes its development mechanism, model and driving factors. Secondly, it analyzes the development of the real retail industry in China from the industry level. This paper analyzes the development of online and offline convergence of the physical retail industry and the opportunities and challenges of the integration of the online and offline retail industry. Then, from the angle of enterprise, the paper analyzes the specific case of the integration of the real retail line and offline. The typical case of online and offline convergence of physical retail enterprises in recent three years is selected, and the characteristics of integration mode are analyzed. It is found that online and offline integration of physical retail enterprises mainly has the integration of online and offline resources. Technology integration and equity capital integration of several aspects of the characteristics. Then, the paper makes an empirical analysis on the development degree and influencing factors of real retail line integration. Based on the analysis of the characteristics of the industry level and the case study of the enterprise angle, combined with the research methods of the existing scholars, the appropriate evaluation indicators and influencing factors variables are designed. This paper uses factor analysis method to quantify the integration of online and offline retail industry, and carries on regression analysis, and draws the conclusion that enterprise technical ability, capital ability and platform resources have significant influence on online and offline convergence of physical retail enterprises. Finally, some suggestions are put forward from the following three aspects: establishing the consciousness of integration and development, strengthening the construction of information, and realizing the complementation of the advantages between the line and the line, in order to put forward some suggestions for the development of the integration of the online and offline of the retail enterprises in our country.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F724.6;F721

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