新零售线上线下融合可行性策略研究

On Feasibility Strategy of Online and Offline Integration in New Retail Mode

我国经济和科学技术的快速发展,给我国零售业带来了新的机遇,但也使其面临严峻的挑战,人们消费习惯的转变严重影响了零售行业的正常发展,使得很多企业不得不改变自己的销售模式,来获取更大的竞争力。而2016年的云栖大会中,马云提出了将线上和线下进行融合的新零售模式,给当前的零售业发展提供了更好的契机。本文通过对新零售的概念和线上线下的优缺点进行了分析,阐述了新零售线上线下融合的可行性。

The rapid development of China＇s economy and science and technology has not only brought new opportunities, but also severe challenges to China＇s retail industry. The change of people＇s consumption habits has seriously affected the normal development of the retail industry, forcing many enterprises to change their sales model to obtain greater competitiveness. In the 2016 Yunxi conference, Ma Yun proposed a new retail model of online and offline integration, providing a better opportunity for the development of the current retail industry. The paper discusses the concept of this new retail, including the advantages and disadvantages of online and offline models, and then studies the feasibility of the integration of the two models.