实体零售与网络零售的协同形态及演进

Brick-and-Mortar Retail and Online Retail: Coordinate Form its Evolution

中文关键词:  实体零售  网络零售  渠道协同  零售企业

英文关键词:brick-and-motor retail  online retail physical retail  channel coordination  retailers

中文摘要:

      顾客需求、企业发展需求及成本要素共同作用于实体零售与网络零售。受各要素影响，实体零售与网络零售协同的形态从市场探索发展至双渠道共生，再至双渠道协同，并向更高层次的协同形态演进。在实体零售与网络零售的协同演进过程中，各要素可能是推动力也可能是阻力，导致二者在协同演进过程中出现冲突。通过解决冲突可加强实体零售与网络零售的协同程度，提高优势资源的共享率，并形成新的协同形态。

英文摘要:

      The needs of customers and business development, together with cost factors all have interactions with brick-and-motor retail and online retail. Due to these various interactions, brick-and-motor retail and online retail have been through a change in form from market exploration to coexistence, then moving to coordination and continually evolving to a higher level of coordinate form. Conflicts might be caused during the evolution process of coordinate form for the interactions of these factors might be positive or the other way. Therefore, by solving the conflicts between the two kinds of retails, an intensified coordination and increased sharing rates of competitive resources can be achieved, as well as a new coordinate form.