我国零售业两线融合的发展模式

Development Mode of the Two-line Integration Retailing

本文从分析消费者需求出发,以店商(线下)为基础,首先分析电子零售的国内外研究动态与发展趋势,指出我国零售业存在的三个问题,即同质化竞争从线下蔓延到线上,电商规制程度相对较低,两线融合面临四大误区。从实践应用与未来发展视角,提出了店商发展电商(线上)的五种模式,即借台唱戏、独立搭台、代理加盟、品牌延伸、跨界营销。最后指出了我国零售业两线融合模式实施过程应注意的问题。

Given consumer demand and offline marketing,China＇s retail trade presents three defects including homogeneous competition transference form offline to on-line,imperfection of E-commence regulation,and four misunderstandings in two-line integration.From the perspective of practical implementation and future development,there exist five developing modes from offline to on-line,namely,taking advantage of other people＇s on-line shops,establishing one＇s own on-line shop,inclusive agency,brand extension,and cross marketing.Some problems are pointed out in the implementation of two-line integration retailing.