零售企业网上与实体零售的比较及协同路径选择

王国顺; 邱子豪

零售企业网上与实体零售的比较及协同路径选择

引用本文：王国顺，邱子豪.零售企业网上与实体零售的比较及协同路径选择[J].财经理论与实践,2012,(4):110-113

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作者	单位
王国顺，邱子豪	(北京工商大学商学院，北京100048)

中文摘要:网上零售以运营成本低、营销渠道便利、定价策略丰富以及顾客反馈方便为优势；实体零售则在其他方面的优势较为明显。传统零售商在发展网络销售过程中，要考虑自身的内外部条件，选择相应的发展模式，从供应链、产品、促销、售后服务等方面采取最优发展策略，推进实体零售与网上零售协同发展

中文关键词:零售网上零售实体零售协同路径

Online VS Physical Retail and the Collaborative Path Selection

Abstract:Through the analysis of the developments of online and physical retail business at domestic and abroad, comparison analysises have been done between the traditional retail and online retail at three stages of the goods transfer process. And research also has been done on the path of traditional relailers entering e-commerce. It comes to the conclusion that there are two paths: one is considering e-commerce as channel mode, the other one is considering e-commerce as business mode. With the case of Uniqlo, some suggestions are given.

keywords:Retail Online retail Physical retail Collaborative path

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