泉州零售实体商应对电商冲击的战略研究

A Research on the Strategies of Quanzhou Offline Retail Enterprises to Cope with the Impact of E-Commerce

电子商务对泉州零售实体商造成了一定程度的冲击,不仅目前已撬动了部分市场份额,而且有愈变愈烈的趋势;但零售实体商在非网民人群、品牌实力、商业资源、信誉度、用户体验和售后服务等方面仍具有不可替代的绝对优势,有存在的必要性。泉州零售实体商未来的发展必须转型升级,一方面通过经营模式的转型使线上线下融合经营;另一方面通过服务升级使消费者效用升级,实现对零售实体商需求依存度增强的目标。

Electronic commerce has an impact on Quanzhou offline retail enterprises.It has not only shared the market,but is becoming more and more dominant.But offline retail enterprises still have an irreplaceable absolute advantage in terms of the non-internet consumers,the brand strength,the business resources,the credibility,the user experience and the after-sale service.However,in order to cope with the impact of e-commerce,Quanzhou offline retail enterprises have to transform and upgrade,on the one hand,through the integration of online and offline business by changing the mode of operation,and on the other hand,through the upgrade of the consumer utility and the enhancement of consumers' demand dependence on offline retail enterprises by improving their service.