“实体店+网店”运营模式研究

Study on the Operation Mode of the Combination of Brick and Mortar and Online Business

"实体店"与"网店"的经营方式各有利弊,两者相结合可以互取其长,将成为未来经济发展的一大趋势。在现阶段条件下分析"实体店+网店"运营模式的可行性,探讨"实体店+网店"运营模式成功的关键因素,以促进"实体店"与"网店"的共同协调发展,由博弈变为共赢。

The operation modes of the brick and mortar（BM） business and virtual shop have their own advantages and disadvantages.The paper predicts that a combination of BM retail location and e-commercial business will become a trend in future.It analyses the possibility of the combination of the two at current stage,and studies on the key factors for the success of such combination in order to attain the win-win result.