移动电商时代杭州传统百货零售业态创新研究.docVIP

PAGE PAGE 34 移动电商时代杭州传统百货零售业态创新研究 ——以城西银泰城为例 摘要：随着移动电商时代的到来，消费者的消费方式被彻底颠覆，传统百货的发展遭遇滑铁卢，进行业态创新成为了众多传统百货的变革需求。但如何进行业态创新，许多传统百货公司仍处于摸索阶段。本文在对传统百货零售业态创新相关文献进行全面梳理的基础上，运用访谈法，以杭州城西银泰城为例，探索性地研究了移动电商时代杭州传统百货进行业态创新的策略和效果。研究发现，杭州传统百货面临顾客流失、转型迟缓、成本高企等发展困境。针对这些困境，本文提出了主动与电商企业合作，与电商及其他实体竞争者错位发展等策略，以期为传杭州统百货进行业态创新提供理论支持和实践借鉴。 关键词：移动电商时代传统百货业态创新城西银泰城 Study on innovation of retailing formats of Hang Zhou’s traditional department stores in era of mobile e-commerce ——Taking “Cheng Xi Ying Tai Cheng” as an example Abstract: With the advent of the mobile e-commerce era, the way consumer spending has been revolutionized. the development of traditional development stores department has took a plunge, now to make an innovation of the retail formats has become a requirement among many traditional department store. But how to make an innovation of the retail formats, many of the traditional department stores are still in the exploratory stage. Based on a comprehensive literature review of the retailing innovation of the traditional department stores, with the use of Interview survey, this paper researched the strategies and effects of Hang Zhou’s traditional department stores making retailing innovation in the mobile e-commerce era, with the example of “Cheng Xi Ying Tai Cheng”. The study found that the Hang Zhou’s traditional department stores faced the problem about the loss of customer serious ,the slow transition, the high cost and so on. In response to these difficulties, this paper puts forward the strategies of being actively cooperate with E-business companies and make dislocate development with E-business companies and other entity competitors, in order to provide theoretical supports and practical references for Hang Zhou’s traditional department stores on how to make a innovation on their retail formats. Keywords: mobile e-commerce; traditional department stores; retail formats; Cheng Xi Ying Tai Cheng 一、绪论 （一）研究背景 随着移动互联网的发展，电子商务也逐渐渗透进入到各种移动终端设备。作为一种新型的电子商务模式，移动电商利用了无线网络的优势，