跨境电商驱动传统零售商业模式转型研究

Research on Commercial Transformation of Traditional Retail Enterprises Driven by Cross-border E-commerce

跨境电商的迅猛发展给传统零售业带来难得的转型机遇。跨境电商促进用户消费结构升级,冲击企业原有运营模式,提出新的资源和能力要求,改变企业盈利模式,从而驱动传统零售企业商业逻辑的转变。传统零售企业可以通过扩展式、强化式或全新式路径实现不同程度的商业模式创新。企业应该根据自身跨境电商资源和能力的情况,选择合适的商业模式创新路径和跨境电商发展模式。当企业跨境电商资源或能力得到提升后,可以迁移到新的创新路径和发展模式上。

The rapid development of cross-border e-commerce brings rare opportunities for traditional retail industry.It can promote consumption upgrading,change the existing operation mode,put forward new requirements concerning resources and capacity,improve profit model,and thus drive traditional retailers to change their business logic.Traditional retailers can in different degrees innovate their business model with paths of extension,intensification or bran-new paths.Enterprises should choose appropriate paths of innovating business model and of developing crossborder e-commerce according to their own resources and ability.And when their cross-border e-commerce resource and capacity are enhanced they can turn to new paths.