传统零售业进行电子商务营销的策略探究大学本科毕业（设计）论文.docVIP

毕业论文 题目名称:传统零售业进行电子商务营销的策略探究 传统零售业进行电子商务营销的策略探究 Traditional etail E-commerce Marketing Strategy 院系名称:国际教育学院 论文独创性声明 本人声明所呈交的学位论文是本人通过导师指导进行的研究工作和取得的研究成果，除了文中特别标明并且列出的参考文献以外，论文中不包含其他人已经发表或者撰写完成的研究成果。进行指导的导师当前最快速，发展最迅猛国家策略、渠道、促销 Traditional retail e-commerce marketing strategy Abstract As the most rapid growth in the retail industry, develop the tail of e-commerce. Traditional retail if you want to keep the advantage in the retail, is bound to the business to the e-commerce market. This article summarized the current development of electronic commerce and traditional retail, on the basis of the comparison between the two, and analyzes the relationship between the two; Respectively and then delves into the traditional retail development present situation and existing problems of e-commerce, and analyzes the causes of problems; Followed by combining with our country retail trade, the electronic commerce to the influence of the traditional retail and specific causes are analyzed, in order to support the analysis of the previous section; Finally through to the electronic commerce and traditional retail marketing strategy study of marketing strategy and comparison and analysis of the present condition of the traditional retail trade of e-commerce marketing, development and further explore the traditional retail e-commerce marketing strategy. This article mainly from the marketing strategy of product, price, channel, promotion and so on has made the detailed in this paper Key words: e-commerce; traditional retail; marketing strategy 目录 论文总页数：1 1.1 课题背景 1 1.2 国内外研究现状 1 1.2.1 国外研究现状 1 1.2.2 国内研究现状 1 1.3 本课题研究的意义 2 1.4 本课题研究的方法 3 2 电子商务与传统零售业的相关概述 4 2.1 电子商务相关概念 4 2.1.1 电子商务的产生 5 2.1.2 电子商务概念及特征 5 2.2 传统零售业相关概念 5 2.2.1 传统零售业定义 6 2.2.2 传统零售业发展面临的机遇和挑战 6 2.2.3 零售业实施网络营销策略的战略选择 7 2.3 电子商务营销优势分析 7 2.3.1 降低企业成本 8 2.3.2 降低企业库存量 8 2.3.3 缩短企业生产周期 8 2.3.4 增加企业销售机会 8 3 传统零售业进行电子商务营销的现状 9 3.1 传统零售业电子商务营销现状分析 9 3.2