本文選題：網(wǎng)購(gòu)　切入點(diǎn)：傳統(tǒng)零售業(yè)　出處：《昆明理工大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的不斷發(fā)展,網(wǎng)絡(luò)購(gòu)物已深入到社會(huì)生活的各個(gè)方面,對(duì)各個(gè)產(chǎn)業(yè)都造成了一定的影響。當(dāng)下傳統(tǒng)零售業(yè)之間的競(jìng)爭(zhēng)愈演愈烈,網(wǎng)絡(luò)購(gòu)物對(duì)傳統(tǒng)零售業(yè)的沖擊正在加強(qiáng)�；谶@樣的背景,本研究從傳統(tǒng)零售業(yè)與網(wǎng)購(gòu)的發(fā)展現(xiàn)狀出發(fā),對(duì)傳統(tǒng)零售業(yè)和網(wǎng)購(gòu)的特點(diǎn)、發(fā)展模式和存在的問題進(jìn)行了系統(tǒng)地分析,在定性地分析傳統(tǒng)零售業(yè)和網(wǎng)購(gòu)關(guān)系的基礎(chǔ)上,利用模糊綜合評(píng)價(jià)方法對(duì)消費(fèi)者網(wǎng)購(gòu)行為進(jìn)行了定量分析,通過VAR模型對(duì)網(wǎng)購(gòu)對(duì)傳統(tǒng)零售業(yè)的沖擊與影響進(jìn)行了定量分析,根據(jù)研究結(jié)果對(duì)傳統(tǒng)零售業(yè)和網(wǎng)購(gòu)的發(fā)展提出了建議和對(duì)策,同時(shí)指出傳統(tǒng)零售業(yè)與網(wǎng)絡(luò)購(gòu)物的融合已成為未來發(fā)展的趨勢(shì)。 首先,本文采用定性分析法,系統(tǒng)分析法,從傳統(tǒng)零售業(yè)和網(wǎng)絡(luò)購(gòu)物的現(xiàn)狀分析出發(fā),比較和歸納二者的優(yōu)劣勢(shì)及網(wǎng)購(gòu)對(duì)傳統(tǒng)零售業(yè)的沖擊與促進(jìn),導(dǎo)出二者融合的必要性。 其次,本文運(yùn)用定量分析法進(jìn)行定量研究分析： 應(yīng)用模糊綜合評(píng)價(jià)分析對(duì)我國(guó)網(wǎng)絡(luò)購(gòu)物影響因素進(jìn)行綜合評(píng)價(jià),選取3個(gè)一級(jí)指標(biāo)和13個(gè)二級(jí)指標(biāo),采用層次分析法來確定權(quán)重。在3個(gè)一級(jí)指標(biāo)的比較中,專家認(rèn)為網(wǎng)絡(luò)信息的安全最為重要,占比高達(dá)76.87%,而網(wǎng)絡(luò)零售商特性比消費(fèi)者特征更為重要;13個(gè)二級(jí)指標(biāo)中,個(gè)人隱私的安全性,網(wǎng)購(gòu)的有用性及網(wǎng)站的可靠性是網(wǎng)購(gòu)消費(fèi)者最為看重的因素。在對(duì)模糊綜合評(píng)價(jià)結(jié)果進(jìn)行分析時(shí),得出我國(guó)網(wǎng)絡(luò)購(gòu)物影響因素的“消費(fèi)者特征”評(píng)價(jià)指標(biāo)的評(píng)價(jià)結(jié)果為“良好”,屬于E2級(jí),而“網(wǎng)絡(luò)信息安全”值標(biāo)與“網(wǎng)絡(luò)零售商特性”指標(biāo)的評(píng)價(jià)結(jié)果都為“一般”,屬于E3級(jí)。而對(duì)總體的綜合評(píng)判為“一般”,屬于E3級(jí)。 基于VAR模型,采用協(xié)整分析,格蘭杰因果分析及VEC模型方法(基于2005年至2013年的季度數(shù)據(jù)),對(duì)網(wǎng)購(gòu)與我國(guó)傳統(tǒng)零售業(yè)之間的長(zhǎng)期關(guān)系及短期關(guān)系進(jìn)行定量分析。研究結(jié)果表明,傳統(tǒng)零售業(yè)銷售額與網(wǎng)購(gòu)成交額存在長(zhǎng)期的正向協(xié)整關(guān)系,其長(zhǎng)期彈性為0.20,人均可支配收入、網(wǎng)購(gòu)成交額是傳統(tǒng)零售業(yè)銷售額的單向格蘭杰原因。然而,短期內(nèi)傳統(tǒng)零售業(yè)銷售額與網(wǎng)購(gòu)成交額之間存在負(fù)向關(guān)系。脈沖響應(yīng)函數(shù)和方差分解分析表明,居民人均可支配收入對(duì)傳統(tǒng)零售業(yè)和網(wǎng)購(gòu)的影響最大,而傳統(tǒng)零售業(yè)對(duì)網(wǎng)購(gòu)的沖擊大于網(wǎng)購(gòu)對(duì)傳統(tǒng)零售業(yè)的沖擊。 最后,在定性分析與上述實(shí)證分析的基礎(chǔ)上,論文得出發(fā)展傳統(tǒng)零售業(yè)與網(wǎng)絡(luò)購(gòu)物融合發(fā)展的零售業(yè)模式,同時(shí)給出了相關(guān)的發(fā)展建議。
[Abstract]:With the continuous development of Internet technology, online shopping has penetrated into all aspects of social life, have caused a certain impact on various industries. The traditional retail industry increasingly fierce competition, the impact of online shopping on the traditional retail industry is being strengthened. Based on this background, the current situation of this research from traditional retail and online shopping the characteristics of the traditional retail and online shopping, makes a systematic analysis of the development mode and existing problems, based on qualitative analysis of the traditional retail and online shopping on the relation of consumer online shopping behavior were analyzed by fuzzy comprehensive evaluation method, through the VAR model for quantitative analysis of the online shopping to traditional retail the impact and influence, according to the research results and puts forward some suggestions and Countermeasures for the development of the traditional retail and online shopping, and points out that the traditional retail and online shopping. Integration has become a trend in the future.
First of all, this paper uses qualitative analysis and systematic analysis to analyze and compare the advantages and disadvantages of the two industries and the impact and promotion of online shopping on traditional retail industry from the analysis of the current situation of traditional retailing and online shopping, and to derive the necessity of the integration of the two.
Secondly, quantitative analysis is carried out by quantitative analysis in this paper.
The application of fuzzy comprehensive evaluation analysis to evaluate the influencing factors of online shopping in China, selects 3 indexes and 13 level two indexes, using AHP to determine the weight. In the comparison of the 3 level indexes, experts believe that the network information security is the most important, accounting for up to 76.87%, and the Internet retailer characteristics than the characteristics of consumers is more important; the 13 level two indexes, the safety of personal privacy, reliability and usefulness of the online shopping website is the most important factor for online shopping consumers. In the fuzzy comprehensive evaluation results are analyzed, the influence factors of China's online shopping "consumer characteristics evaluation index the evaluation result is" good ", which belongs to the E2 class, and the network information security evaluation standard and characteristics of online retailers" index results are "general", belongs to the class E3. The comprehensive evaluation of the overall sentence" General ", belong to the E3 level.
Based on the VAR model, using cointegration analysis and VEC causality analysis, Grainger model (data from 2005 to 2013 based on the quarterly), quantitative analysis of the long-term relationship between online shopping and traditional retail trade in our country and short-term relationships. The results show that the sales of online shopping and traditional retail turnover has a positive long-term cointegration relationship the long-term elasticity of 0.20, the per capita disposable income, online shopping turnover is one-way Grainger traditional retail sales. However, there is a negative relationship between sales and online shopping in the short term the traditional retail turnover. The impulse response function and variance decomposition analysis shows that the per capita disposable income of residents can affect the traditional retail industry and the largest online shopping, and the impact of the traditional retail industry on the impact of online shopping online shopping than traditional retail.
Finally, based on the qualitative analysis and the above empirical analysis, the paper draws the retail mode of developing the traditional retail business and online shopping integration development, and gives the related development proposals.

【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F224;F724.2;F724.6

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本文編號(hào)：1588122