网络零售店铺运营效果的影响因素研究

Study on Influencing Factors of E- retailers' Operation Effect

国内目前的零售业态主要包括百货商场、大型综合超市、便利店、专卖店、购物中心、仓储式卖场等。随着电子商务的发展,传统零售业受到前所未有的冲击,纷纷力求转型,网络零售成了零售业业态的新形式。本文分析了网络零售中小卖家及其网络店铺的现状,利用关键成功因素法提出网络零售店铺运营效果的关键影响因素,从而初步构建网络零售店铺运营效果影响因素模型,进一步提出网络零售店铺运营决策建议。

In China, the retail format includes mainly shopping malls, hypermarkets, convenience stores, exclusive stores, shopping centers, warehouse - style stores, etc. With the development of e - commerce, traditional retailers have been impact unprecedentedly and have sought to transform. So e - retailers has become a new form of retail format. This paper analyzes the situation of small e- retailers, presents the key influencing factors of e- retailers＇ operation effects by key success factors so that a model of e - retailers＇ operation effect factors is constructed preliminarily and decision sug- gestions of operations of e - retailers are proposed.