浅析中国实体零售业的现状与振兴之路_英语论文                        

The Status quo of China’s Physical Retailing and its Rejuvenation    

摘要

零售业是一个与人们生活密不可分的产业，它的发展会对人们的日常生活产生直接影响。自从电子商务进入市场并不断扩张，中国实体零售业就一直受其影响。本文以多元视角来研究中国实体零售业的发展过程和现状，并对我国实体零售业的发展提出相关的对策。

本文首先对实体零售业下了定义，俗话说以史为镜可以知兴替，因此本文着重研究我国实体零售业的发展历程并对我国实体零售业的现状展开了分析，让读者了解我国实体零售业的基本情况。在论文第三章，本文将中国实体零售业与美国实体零售业的情况作了比较，从而找出我国实体零售业的不足与优势。最后提出了如何振兴中国实体零售业，并对企业实际运用O2O商业模式提出了四点建议。

关键词: 实体零售业；苏宁；线上和线下；发展策略 

Abstract

Retailing is closely interrelated to our daily life and brings direct influence on people’s life. China’s physical retailing has been greatly affected since the appearance of e-commerce. The study of the development history and status quo of China’s physical retailing in this paper is based on multiple aspects. And some relevant suggestions have been put forward in this paper.

Firstly, the definition of physical retailing is mentioned at the beginning of the paper. As the old saying goes “Take history as a mirror, I will know how the things rise and fall.”, so this thesis studies the development history of China’s physical retailing carefully and analyzes its status quo to help readers understand the basic situation of the physical retailing. In the third chapter, China’s retailing has been compared with America’s retailing to find out its weakness and strength. At last, this paper mentioned how to prosper China’s physical retailing and put forward four tips for adopting O2O strategy.

Key words: physical retailing; Suning; O2O; development strategy 

Contents

Chapter 1 Introduction 3

Chapter 2 The Status Quo of China’s Physical Retailing 4

2.1 Definition of Physical Retailing 4

2.2 Characteristics of Physical Retailing 4

2.3 Development History of China’s Physical Retailing 5

2.3.1 ‘Department Store’-Dominated Period 5

2.3.2 Multi-format Retailing Period 6

2.4 The status quo of China’s Physical Retailing 7

Chapter 3 Weakness and Strength of China’s Physical Retailing 9

3.1 Weakness of China’s Physical Retailing 9

3.2 Strength of China’s Physical Retailing 10

3.3 Approach to Remove Weakness and Retain Strength 11

Chapter 4 Future Development Strategy 12

4.1 The Core Strategy—Developing O2O Business Model 12

4.1.1 Definition of O2O Business Mode 12

4.1.2 O2O Business Mode of Suning 12

4.2 Attracting Customers by Professional Knowledge 13

4.3 Popularizing Boutiques in China 13

Chapter 5 Tips for Adopting O2O Strategy 15

5.1 Having a Proper Self-positioning 15

5.2 Having a Reasonable Resource Allocation 15

5.3 Cultivating Professionals 16

5.4 Establishing a Modern Logistics System 17

Chapter 6 Conclusion 18

Acknowledgments 19

References 20