移动互联时代传统零售企业O2O转型探析

The Transformation of Traditional Retail Business to O2O in Mobile Internet Era

在网络销售的冲击下,线下销售额急剧下降,构建电商平台结果也不如预期的一些零售企业开始着手新的战略转型。O2O作为一种融合线上销售和线下实体经营的商业模式,成为不少零售企业的战略选择。对传统零售企业转型O2O的必要性及可行性进行分析,指出我国传统零售业转型O2O的迫切性,运用SWOT分析为零售企业开展O2O模式提供总体思路和具体对策。

Offline sales armunt is declining sharply under the impact of Intemet sales. Results for business platform con- struction are far below expectations, so some retailers seek a new strategic transfonmtion. As a online and ofltine sales business tmdel,O2O has become strategic choice for n-any retailers. This paper analyzes the necessity and feasibility of the traditional retail business transfonmtion to 020, and then uses SWOT analysis to make some suggestions.