电子商务环境下中国家电零售业模式转型研究.docxVIP

PAGE 2 电子商务环境下中国家电零售业模式转型研究 --以苏宁易购为例 摘要 据悉，《网络商品交易及服务监管条例》已被列入国务院“二类立法”计划。零售业在我国经济发展中占据着非常重要的位置，它现在是我国经济中的重要部门。另一方面，也打破了网购群体主要集中在一二线城市的格局，当前电商概念逐渐在三四线城市普及。而且消费者的购买行为也趋于理性，先线上比价，再进行购买的新消费习惯正在养成。传统渠道与新兴电商企业“火拼”电商业务时，也开始改变以往的“回款账期长”的硬性伤，尽量将“账期”缩短，给予家电厂商更多的现金流。业内人士坦言，如果没有京东在大家电领域的“鲇鱼效应”，很难相信传统渠道的类金融模式正在悄然改变。本文以苏宁为例，对苏宁的转型环境进行了分析，了解其在转型过程中的优势以及劣势等，并且提出了相应的转型优化措施，希望能通过对苏宁的分析，从而为其他的传统零售企业的转型升级提供经验。 关键词：传统零售业；互联网；转型  Abstract It is reported that online commodity trading and service regulation has been included in the state council second legislative plan. Retail trade occupies a very important position in Chinas economic development. It is now an important sector in Chinas economy. On the other hand, it also breaks the pattern that online shopping groups are mainly concentrated in first-tier and second-tier cities. Currently, the concept of e-commerce is gradually popularized in third-tier and fourth-tier cities. Moreover, the purchasing behavior of consumers tends to be rational. The new consumption habit of comparing prices online and then buying is developing. When traditional channels and emerging e-commerce enterprises fight e-commerce business, they also start to change the previous payment days long hard injury, try to shorten payment days, give more cash flow to home appliance manufacturers. Industry insiders admit that without jingdongs catfish effect in the online industry, it is hard to believe that the traditional channel-like financial model is changing quietly. Taking suning as an example, this paper analyzes the transformation environment of suning, understands its advantages and disadvantages in the transformation process, and puts forward corresponding transformation optimization measures, hoping to provide experience for the transformation and upgrading of other traditional retail enterprises through the analysis of suning. Key words: Traditional retail industry; Internet; transformation  目 录 TOC \o 1-3 \h \z \u 一、绪论 1 二、理论基础 1 （一）电子商务的概