“互联网+流通”时代实体零售创新转型路径研究

Study on the Path for Innovation and Transformation of Physical Retailing in the Era of “Internet + Distribution”

"互联网+流通"时代,实体零售挑战与机遇并存,创新转型成为必然。面对线上和线下两个零售阵营、电商红利期明显消退,线下巨大的市场体量开始被巨头重新关注与挖掘。基于SWOT分析法,对实体零售发展进行分析,提出了"互联网+流通"时代实体零售创新转型的具体路径,如推进信息化运营,提升服务水平与质量,促进多业态协同发展等。

In the era of “Internet ＋ Distribution”,physical retailing is facing both challenges and opportunities. Therefore, its innovation and transformation have become a must. While competing with physical retailing, e-commerce, the online retailing has seen profits shrinking, thus the industrial giants re-focus their attention on the development of the huge offline market. Based on SWOT method, this paper analyzes the development of physical retailing and proposes a specific path for innovation and transformation of physical retailing in the era of “Internet ＋ Distribution”, such as implementing informatization operation, improving service level and quality, promoting multi-format coordinated development and so on.