传统百货业态与电子商务融合发展的途径研究.docVIP

PAGE PAGE 29 传统百货业态与电子商务融合发展的途径研究 摘要：随着移动互联网时代的到来和电子商务的兴起，传统百货从数据上看俨然走上了下坡路。行业增长率远低于社会零售总额增长率，而日益增长的店租成本和人工成本，更是让传统百货的处境雪上加霜。 与传统百货面临的困境恰恰相反，电子商务近年来保持着行业的高速增长。在移动互联网时代，线上电商和线下百货不再是一种完全的竞争对立关系。许多实体百货开始转型电子商务，线上和线下开始合作共赢。 传统百货企业在剧烈变换的市场环境下，在日益狭窄的生存空间中，该如何与电子商务融合发展，又有哪些行之有效的途径可以帮助传统百货转型发展。本文采用案例分析的研究手法，分析了银泰百货在转型电子商务期间的战略，总结了其“三步走”战略，并采用SWOT分析法，分析其战略的合理性。从而得出传统百货与电子商务融合发展的可行途径。 关键词：百货业电子商务 O2O模式 SWOT分析 The Study on Approach of Traditional Department Store Integration with E-Commerce Abstract: With the rising of the mobile Internet and e-commerce, traditional department stores seems to embark on a downhill. Industry growth rate is far behind the growth rate of total social retail sales. And increasing rent and labor costs put traditional department in worse situation. Opposite to Dilemma traditional department stores facing, e-commerce maintained a rapid growth for the past few years. In the era of mobile Internet, online and offline department store is no longer an entirely competitive antagonistic relationship. Many department stores try transiting to e-commerce model, achieving win-win from cooperation with online and offline. Enrolled in the changing market environment and much more narrow living space, how Traditional department stores could be integrated with e-commerce. And through what approaches could help the traditional department stores achieve transition effectively. This paper adopts the method of case study, analyzing strategy of Intime Retail during the transition period, summing up its three-step strategy, using SWOT analysis to analyze its reasonableness, so as to conclude the feasible way of integration development of traditional department stores and e-commerce. Keywords: Department store Electronic commerce O2O SWOT analysis 一、绪论 （一）研究背景及意义 对于中国的购物中心和百货商店来说，增长的空置率和下滑的租金已经司空见惯了。国内商业地产的龙头万达百货，2015年迎来“关店潮”，其在多个城市的万达百货面临关闭，剩下的百货店也面临撤柜、缩层的命运。 然而官方数据显示，2015年第三季度中国地区的零售额强势反弹，并帮助中国的经济在第三季度超出了专家预期。这种显而易见的反差，造成的原因是多种多样的。主要包括线上销售带来的激烈竞争和政府采购对零售数据带来的提升。加上传统