2018电子商务在我国零售业中的发展探析

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毕业论文电子商务在我国0售业中的发展探析
摘要：因特网0售前景10分广阔，与电子0售商的各种优势对比之后，传统0售商越来越缺乏自信，他们不知道消费者会受到电子0售战略战术的多少影响,又有很多专家表示传统0售商必须快速跟上电子商务的发展步伐，甚至于融入到电子0售的业务板块之中。因此。不少传统0售商急于开拓自己的电子0售新业务，传统0售商渴望了解消费者心目中的电子0售业。本论文分析了我国0售业发展电子商务的必要性及主要障碍，针对我国意欲从事电子0售业务的传统0售商提出了各种建议。在传统0售与电子0售共存的情形下，消费者仍旧很重视有形店铺的购物经历，但也会倾向于在线购买那些具有低购买风险并由颇为知名的传统0售商所提供的商品/服务。若传统0售商要想在从事电子0售业务时取得成功，首先需要政府的大力支持，除此之外必须提高其电子0售服务质量以及0售的气氛(提高消费者在网上所接受的服务附加值)，还应该设计战略以降低消费者的在线购买风险。
关键词：0售业；电子商务；障碍；策略
The Research about China’s Retail Development in E-Commerce
Abstract：It comes to light that the foreground of e-retailing is great. Comparing with the e-retailers’ advantages, the traditional retailers become more and more worried that they dont know how much influence from the e-retailing will affect the consumers choice. As a result many traditional retailers are eager to create the e-retail section by themselves. Based on the results of our study ,we analyze the essential and main obstacle of traditional retail to develop the electronic ,several strategic implications for traditional retailers intending to develop the electronic retailing sectors are drawn. consumers value in-store shopping experience, and are more likely to shop on-line for products/services that are low purchase risk, are well-known brands, and from reputable retailers even though the latter may be carrying lesser-known brand names. For those who want to successfully building up electronic retailing sectors ,should get support from government and improve on their retail services and retail atmosphere (i.e. increasing the in-store shopping add-ons of the services for customers) and also devise strategies to reduce the consumers purchase risk on shopping on-line.
Keywords：retailing E-commerce obstacle tactics