我国零售业线上线下融合发展的主要模式及对策分析

Analysis of the Major Models and Countermeasures of the Integration of OTO Transactions of China's Retail Industry

中文关键词:  零售业  线上线下  实体店  网上商城  微店

英文关键词:retail industry  O2O  physical shop  online store  wechat shop

中文摘要:

      通过对现阶段我国零售业线上线下融合发展的研究,得出以下五种主要模式:以苏宁为代表的“电商+店商+零售服务商”模式,以步步高为代表的“实体店(为主)+网上商城(为辅)”模式,以阿里与银泰合资、合作为代表的“电商+百货店”模式,以天虹为代表的“实体店+网上商城+微信+微店”模式,以及以京东为代表的“网上商城+便利店”模式。这五种模式虽然各具特色,但都是试图解决消费者体验、网络支付、数据分析和物流配送等问题。基于此,为进一步推进零售业线上线下的融合发展,应打造便捷性、社交性、体验性强的购物空间和平台；培养金牌零售管理专业团队；整合企业内部资源,优化企业供应链。

英文摘要:

      This article studies the current development of O2O integration in retail industry in China, and come up with the following five major types of modes:“e-commerce+store+retail service provider” mode represented by SuNing Company,“physical shop with online store as supplement” mode represented by BBK Company, “e-commerce+department store” mode represented by the cooperation of Alibaba Group and the Yintai Company, “physical store+online store+wechat app+wechat shop” mode represented by TianHong Company, and “online store+convenience store” mode represented by JD Group. These five types of modes have their own characteristics respectively, yet they all aim to solve the problems of consumer experience, online payment, data analysis, and logistics, etc. Correspondingly, this paper puts forward the following suggestion:creating convenient, social, experiential shopping space and platform; training first-class retail management professionals; realizing the Integration of enterprise internal resources, and optimizing supply chain. 