摘要
电子商务对我国传统零售业的影响越来越大,在营销渠道、客户需求、平台支持和经营成本等方面不断冲击和推动着传统零售业转型升级。实证结果表明:短期内,电子商务对传统零售业存在明显的替代效应,其中对专业店和超市的替代效应表现得更为明显,但长期来看这种负向冲击效应并不显著,两者更多呈现融合发展之势。换言之,电子商务难以取代传统零售业,而是作为传统零售业向新零售转型的动力源泉。传统零售业应将线上线下渠道与物流系统一体化整合,运用大数据等新型技术充分挖掘客户需求,不断提高客户体验满意度,尽快实现向新零售转型。
The impact of electronic commerce on traditional retail has become increasing significantly and seriously,e-commerce promotes traditional retail in the aspects of marketing channel,customer demand understanding,platform support as well as operation cost.However,negative impact from e-commerce on traditional retail also existing.Empirical evidence in this paper indicates e-commerce has obvious alternative effect on traditional retail in short-term,especially for the supermarket and professional store.However,in long-term,electronic commerce and traditional retail become complementation?for each other.That is to say,instead of replacing traditional retail,electronic commerce is more playing a complementary and supplementary?role of traditional retail.According to the results of this paper,in order to come true the transition from traditional retail to New Retail as soon as possible,develop traditional retail into New Retail format to make them more competitive,certain actions should be taken,such as combination of online selling and offline selling,and integration online and offline channels with logistics.
作者
李鹏
马鸿鑫
LI Peng;MA Hong-xin(Economic Department,Zhengzhou University of Aeronautics,Zhengzhou,450046,China)
出处
《郑州航空工业管理学院学报》
2019年第5期55-65,共11页
Journal of Zhengzhou University of Aeronautics
基金
2016年度国家社会科学基金项目(16BJY179)
作者简介
李鹏,男,河南洛阳人,博士,副教授,硕士生导师,主要研究方向为互联网金融、电子商务。
