电商时代实体商店的转型策略研究--以苏州零售实体店为例.pdfVIP

电商时代实体商店的转型策略研究——以苏州 零售实体店为例 摘要 凭借价格实惠、轻松便捷以及选择丰富的优势，电子商务得到迅猛发 展并对实体商店带来冲击，优化经营策略谋求转型发展是实体商店实现 可持续经营的必然选择。本文以博弈论、供求分析、精准营销等理论为 研究基础，探究电商时代实体商店的发展优势，继而提出实体商店要实 现转型发展的具体对策。文章提出大量发展 O2O 模式、构建精细化营销 体系以及注重售后服务三大对策，助力传统零售实体转型发展。 关键词 零售实体店 现状 对策 转型发展 Research on the transformation strategy of the entity store in the era of e- commerce--Take Suzhou retail entity as an example Abstract As one of the electronic commerce and the export-oriented economy developed areas in the Yangtze River Delta city, Suzhou is facing the opportunities and challenges brought Internet plus era. 13th Five-Year during the period of Suzhou will play a regional location, development opportunity and industrial base and other advantages, and comprehensively promote the e-commerce model city and Chinese (Suzhou) International Electronic Commerce comprehensive experimentation area construction. Based on this background, this paper makes an objective analysis of the current situation and problems of Suzhous e-commerce development, and then puts forward some countermeasures and suggestions to promote the development of e-commerce in Suzhou from the reality of Suzhou. Keywords E-commerce industry Present situation Problems and Countermeasures 目 录 目录 第 1 章 绪论7 1.1 本课题研究的背景7 1.2 选题目的7 1.3 选题意义7 1.4 预期目标8 1.5 研究方法8 1.6 研究步骤8 第 2 章 苏州零售实体商店现状9 2.1 苏州零售实体商店基本情况9 2.2 苏州零售实体商店受到的冲击12 2.1.1 价格冲击12 2.1.2 产品冲击13 2.1.3 渠道冲击13 2.1.4 促销冲击1