【正文】 沈陽(yáng)理工大學(xué)學(xué)士學(xué)位論文 I 摘要 隨著電子商務(wù)的蓬勃發(fā)展，網(wǎng)購(gòu)服裝店以其經(jīng)營(yíng)成本低，經(jīng)營(yíng)具有靈活性，價(jià)格低廉的優(yōu)勢(shì)，使得經(jīng)營(yíng)成本相對(duì)較高的實(shí)體服裝店的經(jīng)營(yíng)受到比較大的沖擊。實(shí)體服裝店由于房租、人員、促銷等各種運(yùn)營(yíng)成本的存在，在經(jīng)營(yíng)上處于劣勢(shì)；同時(shí)在價(jià)格方面，與網(wǎng)購(gòu)服裝店相比，實(shí)體服裝店也處于相對(duì)劣勢(shì)的；因此實(shí)體服裝店正承受著前所未有的壓力。 本文共分為四大部分，第一部分：網(wǎng)購(gòu)服裝店與實(shí)體服裝店發(fā)展現(xiàn)狀；第二部分：網(wǎng)購(gòu)服裝店對(duì)實(shí)體服裝店的沖擊及成因分析；第三部分：網(wǎng)購(gòu)服裝店與實(shí)體服裝店未來(lái)發(fā)展的障礙；第四部分：網(wǎng)購(gòu)服裝店與實(shí)體服裝店的 發(fā)展策略。本文通過(guò)調(diào)查和資料整理，并運(yùn)用經(jīng)濟(jì)學(xué)原理加以分析，幫助與網(wǎng)購(gòu)服裝店進(jìn)行復(fù)雜的競(jìng)爭(zhēng)和對(duì)抗的實(shí)體服裝店，以新穎的經(jīng)營(yíng)模式站穩(wěn)腳跟，進(jìn)而與單純網(wǎng)購(gòu)服裝店在市場(chǎng)中平分秋色。 關(guān)鍵詞 ：網(wǎng)購(gòu)服裝店；實(shí)體服裝店；電子商務(wù) 沈陽(yáng)理工大學(xué)學(xué)士學(xué)位論文 II Abstract With the rapid development of emerce， online shopping clothing store with its lower operating costs， operating flexibility， low price advantage， makes physical clothing store operating costs relatively high operating under relatively large impact． Entity clothing store rent， due to personnel， promotions and other various operating costs； at the same time，in terms of price， pared with online shopping clothing store clothing store， there is relatively inferior； therefore the entity clothing store is facing the hitherto unknown pressure． This paper is divided into four parts， the first part： online shopping clothing store and entity clothing store development status； the second part： online shopping clothing store on the real clothing store impact and cause analysis； the third part： the future development of online shopping clothing store and entity clothing store disorder； the fourth part： the strategies for the development of online shopping and fashion clothing store shop． Sorting through investigation and data， and the use of principles of economics to analyze and organize， help entity clothing store in the present and online shopping clothing store plex petition，innovative business model to gain a firm foothold， and then with a simple online shopping store go halves on a fiftyfifty basis in the market． Keywords： online shopping； entity clothing store； electronic merce 沈陽(yáng)理工大學(xué)學(xué)士學(xué)位論文 III 目錄 摘要 ............................................................................................................................................. I Abstract.......................................................................................................................................II 目錄 .......................................................................................................................................... III 引言 ............................................................................................................................................ 1 1 相關(guān)概念與理論概述 .......................................................................................................... 3 電子商務(wù) ................................................................................................................... 3 主要電商類別 ................................................................................................ 3 代表性電商 —— 淘寶網(wǎng) ................................................................................ 4 供求理論 ................................................................................................................... 5 需求及其影響因素 ........................................................................................ 5 供給及其影響因素 ........................................................................................ 6 博弈論 ....................................................................................................................... 7 行業(yè)生命周期論 ....................................................................................................... 8 2 網(wǎng)購(gòu)服裝店與服裝實(shí)體服裝店發(fā)展現(xiàn)狀 .......................................................................... 9 網(wǎng)購(gòu)服裝店的發(fā)展現(xiàn)狀 ........................................................................................... 9 網(wǎng)購(gòu)服裝店的規(guī)模及市場(chǎng)份額 .................................................................... 9 主要網(wǎng)購(gòu)服裝店服裝電商 .......................................................................... 12 實(shí)體服裝店的發(fā)展現(xiàn)狀 ......................................................................................... 15 大型商場(chǎng) ...................................................................................................... 15 實(shí)體服裝批發(fā) .............................................................................................. 15 實(shí)體服裝小店 .............................................................................................. 16 網(wǎng)購(gòu)服裝店與實(shí)體服裝店的對(duì)比分析 ................................................................. 16 網(wǎng)購(gòu)服裝店的優(yōu)勢(shì)與劣勢(shì) .......................................................................... 16 實(shí)體服裝店的優(yōu)勢(shì)與劣勢(shì) .......................................................................... 17 3 網(wǎng)購(gòu)服裝店對(duì)實(shí)體服裝店的沖擊形勢(shì)及成因分析 ........................................................ 19 網(wǎng)購(gòu)服裝店對(duì)實(shí)體的沖擊形勢(shì) ............................................................................. 19 大批實(shí)體服裝店出現(xiàn)倒閉潮 ...................................................................... 19 實(shí)體服裝店開始面臨轉(zhuǎn)型 .......................................................................... 20 網(wǎng)購(gòu)服裝店對(duì)實(shí)體服裝店沖擊的原因分析 ......................................................... 21 網(wǎng)購(gòu)服裝店與實(shí)體服裝店的供需分析 ...................................................... 21 網(wǎng)購(gòu)服裝店為消費(fèi)者帶來(lái)便捷的購(gòu)物方式 .............................................. 26 網(wǎng)購(gòu)服裝店為商家?guī)?lái)經(jīng)營(yíng)的便利 .......................................................... 26 4 網(wǎng)購(gòu)服裝店與實(shí)體服裝店的未來(lái)發(fā)展障礙 .................................................................... 27 網(wǎng)購(gòu)服裝店未來(lái)發(fā)展的障礙 ................................................................................. 27 經(jīng)營(yíng)者對(duì)新技術(shù)新知識(shí)認(rèn)識(shí)不夠 .............................................................. 27 信用問(wèn)題 ...................................................................................................... 28 法律及安全問(wèn)題 .......................................................................................... 30 電子商務(wù)人才匱乏 ...................................