[商院论文.docxVIP

浅析电子商务对传统零售业的影响与应对之策-以万达集团为例摘要在全球电子商务快速发展的情况下,我国零售业既面临挑战,又迎来不可多得的机遇。一方面，它使传统零售业意识到了危机的存在，另一方面，它又加快了传统零售业的转型升级。正确认识传统零售业与电子商务的关系,分析我国零售业电子商务发展中存在的问题并努力寻求解决问题的方法,有利于推进零售业的结构调整与技术创新。开展电子商务对零售业来讲意味着要进行更深层次的结构调整，意味着传统零售业必须转向依靠科技创新提升行业竞争力的发展轨道上来，也是我国零售业赶上世界先进水平的必由之路。本文主要分析了万达企业在发展中遇到的问题及在未来的转型升级,?并给出了若干可行的建议。关键字：电子商务，传统零售业，影响，变革AbstractIn the case of the rapid development of global e-commerce, both the challenges of Chinas retail industry, ushered in a rare opportunity. On the one hand, it is aware of the existence of the traditional retail sector crisis, on the other hand, it also accelerated the transformation and upgrading of traditional retailing. Correct understanding of the relationship between traditional retail and e-commerce, e-commerce development of Chinas retail analyze problems and to seek solutions to problems, help promote structural adjustment and technological innovation retailing. In terms of the retail e-commerce means a deeper restructuring, must turn to the traditional retail means relying on technological innovation to enhance the competitiveness of the industrys development track up, Chinas retail industry is also the only way to catch up with the world advanced level. This paper analyzes the problems encountered by Wanda companies in the development and transformation and upgrading in the future, and gives a number of practical recommendations.Keywords:E-commerce, Traditional retail, Influence, change目录第1章前言11.1论文选题背景和意义11.2国内外研究现状11.3论文研究的主要内容3第2章传统零售业及电子商务概述 52.1传统零售业的概念 52.2传统零售业的发展现状52.2.1零售业规模提升62.2.2新旧业态并存发展72.2.3零售业现代化水平提高72.3电子商务的概念和发展及其基本特点82.3.1电子商务的概念及发展趋势92.3.2电子商务的特点9第3章电子商务对传统零售业的冲击103.1传统零售业发展所受的影响103.1.1选址103.1.2销售方式113.1.3经营费用113.2数据分析电子商务对传统零售业的影响113.2.1市场规模和竞争的冲击113.2.2中高端客户群流失的压力123.2.3互相竞争和抢夺市场的压力12第4章万达集团简介 13第5章万达集团营销现状及存在问题155.1 企业营销现状 155.1.1 万达目前状况