新零售——天猫超市对传统超市的冲击与启示.docVIP

新零售——天猫超市对传统超市的冲击与启示 摘 要 近年来，随着互联网技术的日益成熟，“新零售”背景下电商企业的发展不仅给我国传统零售超市造成极大的影响，同时对传统零售超市规模、成本价格以及消费者购买方式造成了一定的冲击。尽管网络零售商不能完全取代实体店铺，但是逐步形成了以电子商务为代表的新型零售业态。应对“互联网+”的电商发展模式，传统零售超市正面临着创建新型渠道、融合电子商务等问题，因此，从“新零售”电子商务视角下对传统零售超市的转型研究具有理论意义和实践意义。 本文在基于传统超市向电子商务超市转型的背景下，首先，从理论层面对相关概念及理论进行探讨，并对零售超市的发展现状进行分析，分析传统零售超市的规模正受到电以电子商务为代表的“天猫超市”的冲击。发现我国传统零售超市向电子商务转型的优势多于劣势的，机会大于威胁，并得出传统零售超市向电子商务超市转型时应采用线上线下融合发展模式的结论。最后，从企业及政府层面为传统超市向电子商务新型超市转型提出对策建议。 关键词：传统超市；电子商务；天猫超市；战略转型 New Retail: The Impact and Enlightenment of Tmall Supermarket on Traditional Supermarkets Abstract In recent years, with the maturity of Internet technology, the development of e-commerce enterprises in the context of “new retail” has not only greatly affected the traditional retail supermarkets in China, but also caused the scale, cost and purchase methods of traditional retail supermarkets. A certain impact. Although online retailers cannot completely replace physical stores, they have gradually formed a new retail format represented by e-commerce. In response to the Internet + e-commerce development model, traditional retail supermarkets are facing the problems of creating new channels and integrating e-commerce. Therefore, the research on the transformation of traditional retail supermarkets from the perspective of new retail e-commerce has theoretical significance and practice. significance. In the context of the transformation from traditional supermarkets to e-commerce supermarkets, this paper first discusses the related concepts and theories from the theoretical level, and analyzes the development status of retail supermarkets. The scale of traditional retail supermarkets is being measured by e-commerce. The impact of the Tmall Supermarket. It is found that the traditional Chinese retail supermarkets have more advantages than the disadvantages in the transformation of e-commerce. The opportunities are greater than the threats. It is concluded that the traditional retail supermarkets