电子商务驱动下的传统商贸业转型路径——以安徽怀远为例

The Transition Path of Traditional Trade Driven by E-Commerce:A Case Study of Huaiyuan, Anhui Province

数字化背景下中国商贸流通业正处在快速转型中,从理论和实践两个层面分析以电商为代表的线上商贸流通渠道与传统线下商贸流通业态之间的博弈规律,对认知数字时代商贸业转型发展具有重要作用。以安徽怀远淮商集团为代表的传统商贸流通企业在电子商务等数字化工具的驱动下,利用本土信息优势提高服务质量,借助数字化工具打造服务闭环等,为传统商贸业转型提供了宝贵经验。电子商务对线下商贸流通业具有“挤压”和“倒逼”双重效应,传统商贸企业要充分利用深耕本地市场和线下基础设施的优势,在多业态综合化、构建便利的生活设施和打造“智能商圈”三个层面实现转型。

Under the digital background,China′s trade circulation industry is in rapid transformation.Analyzing the game rules between online commercial circulation channels represented by e-commerce and traditional offline commercial circulation formats from both theoretical and practical aspects is of great importance for understanding the transformation and development of the commercial and trade industry in the digital era.Taking the transformation and development of commercial enterprises in Huaiyuan,Anhui Province as a typical case,this paper discusses the implementation path of e-commerce driving the transformation of traditional commercial industry,improves service quality by using local information advantages,and creates a closed service loop by using digital tools,providing valuable experience for the transformation of traditional business and trade industry.E-commerce has a dual effect of"squeezing"and"forcing"on the offline business circulation industry.Traditional commercial enterprises should make full use of the advantages of deep cultivation of local market and offline infrastructure to achieve transformation in the three levels of multi business integration,building convenient living facilities and building"intelligent business circle".