电商冲击下零售连锁企业的战略转型研究——以苏宁、国美为例.doc

PAGE PAGE 45 电商冲击下零售连锁企业的战略转型研究 ——以苏宁、国美为例 摘要： 互联网时代的传统的零售连锁企业正在经历一场革命，电商的崛起正在改变整个商业系统的消费者的生活习惯、消费习惯和消费观念，外部环境的改变决定企业转型的必然性，内部环境改变促使企业的转型，想要在这场全新的角逐中获得优胜，现在的零售连锁企业就必须做出一定的措施和抉择，因此对其转型战略的研究具有一定的理论和实践意义。 在这样的背景下，本文通过文献研究法、统计分析法和案例比较法等研究方法对零售连锁企业、企业战略转型的相关文献进行研究，并对零售连锁企业的战略转型的研究现状进行分析和总结，形成本文的研究基础和框架。本文采用案例对比分析法，在零售连锁行业中选取了苏宁和国美这两家最具典型代表意义的零售连锁企业进行对比，通过对比其在经历同样的外部环境的变化时，所做出的不同的战略转型的选择，并对比转型的结果，寻求结果差异的原因，归纳出可以适用于零售连锁企业的一般意义上的战略转型的措施，为零售连锁企业的战略转型提供普遍性适用的结论和建议，最后得出本文的结论和展望。 关键词：电商，零售连锁企业，战略转型，苏宁，国美 Retail chain enterprises strategic transformation research under impact of electronic business -- In Suning, Gome, for example Abstract: The traditional retail chain of the Internet era is undergoing a revolution, the development of electric business is changing the business system of consumer habits, consumption habits and consumption concept, the change in external environment decides the inevitability of enterprise transformation, the change of internal environment prompt the enterprises transformation .If the enterprise want to be better in the new competition , now the retail chain enterprises must make certain measures , so it has a certain theoretical and practical significance to study the transformation strategy . In this background, this article through the literature research, statistical analysis and case comparison research, study the literature of retail chain enterprises, enterprise strategic transformation and research situation of retail chain enterprises strategic transformation, then form the foundation and the framework of this study.This paper selected the Suning and Gome in the retail chain industry two of the most typical representative of the retail chain enterprises for case comparative analysis, by comparing the experience in the same changes in the external environment, make the choice of different strategic transformation, and compared the result of the transformation, to seek the reason of the different results, induces the general sense of stra