【正文】 畢業(yè)設(shè)計(jì)（論文） 設(shè)計(jì)（論文）題目： 電子商務(wù)對(duì)傳統(tǒng)零售業(yè)的影響及對(duì)策研究 重慶郵電大學(xué)本科畢業(yè)設(shè) 計(jì)（論文） I 摘 要 伴隨著 信息技術(shù) 的迅速發(fā)展，電子商務(wù)已經(jīng)成為目前 零售業(yè) 一種極為重要的營(yíng)銷工具 。 隨著電子商務(wù)的迅速發(fā)展，傳統(tǒng)零售業(yè)受電子商務(wù)的影響業(yè)越來(lái)越大 。 目前傳統(tǒng)零售業(yè)的發(fā)展規(guī)模在不斷擴(kuò)大，但受電子商務(wù)的影響，發(fā)展速度日趨緩慢 ，行業(yè)競(jìng)爭(zhēng)日趨激烈。 本文選擇了我國(guó) 傳統(tǒng)零售業(yè)與電子商務(wù)為研究對(duì)象 ，從基本理論出發(fā)， 結(jié)合數(shù)據(jù)對(duì)兩者現(xiàn)狀進(jìn)行分析。 緊接著以 傳統(tǒng)零售業(yè)與電子商務(wù) 最 典型 的 兩家企業(yè) 為 例， 深入分析其 優(yōu)劣勢(shì) ， 結(jié)合理論知識(shí) ， 對(duì)傳統(tǒng)零售業(yè)與電子商務(wù) 的 SWOT進(jìn)行分析 ，然后 分析 出電子商務(wù)對(duì)傳統(tǒng)零售業(yè)的影響。 最后根據(jù) 以上 問(wèn)題尋找出在電子商務(wù)背景下傳統(tǒng)零售業(yè)的發(fā)展道路。 受電子商務(wù)影響， 傳統(tǒng)零售業(yè) 商品的交易鏈將日趨扁平化，傳統(tǒng)零售業(yè)的中間商地位在不斷下降，利潤(rùn)空間不斷縮小， 商業(yè)模式與電子商務(wù)相比也相對(duì)單一，千店一面。 本文 主要目的是為了解決目前電子商務(wù)背景下傳統(tǒng)零售業(yè)的具體發(fā)展道路。首先，傳統(tǒng)零售業(yè)可以在經(jīng)營(yíng)范圍、模式、內(nèi)容上進(jìn)行創(chuàng)新，走差異化發(fā)展路線，打造自身獨(dú)特的 品牌路線。其次，電子商務(wù)對(duì)傳統(tǒng)零售業(yè)不僅僅是挑戰(zhàn)，同時(shí)也是機(jī)遇。傳統(tǒng)零售業(yè)可以借助電子商務(wù)，發(fā)展線上 +線下模式，擴(kuò)大市場(chǎng)，改變單一銷售方式。 【關(guān)鍵詞】 電子商務(wù) 傳統(tǒng)零售業(yè) 經(jīng)營(yíng)模式 創(chuàng)新 重慶郵電大學(xué)本科畢業(yè)設(shè) 計(jì)（論文） II ABSTRACT The traditional retail sales enterprise starts from 20xx year on to face the high cost, the high petition, the resources monopoly, the low repayment continuously, difficult to expand and so on the difficult problems. Also the traditional retail enterprises return rate more and lower, costs are getting higher and higher, so it is difficult to expand. In addition to the above difficulties and pressure, the next five to ten years, the traditional retail industry will usher in a large number of stores, property lease expires, lease cost costs rising, or even rent growth rate will reach 30%50%. The traditional retail industry will usher in the most intense petition in ten years. The industry39。s future is full of variables. Of course, the challenge also has the opportunity。 Chinese traditional retail industry is also faced with many development opportunities, in 20xx year. This paper choose our traditional retail industry and electronic merce as the study object, Starting from the basic theory, Combining data and through analysis of the status of .Then the following closely by the traditional retail trade and the electronic merce most typical two enterprises took the example and Indepth analysis of they advantages and disadvantages. Combine speculative knowledge, analysis to the traditional retail trade and electronic merce SWOT. Objective is to parative analysis the influence of Electronic Commerce on the traditional retailing, in order to the development of Chinese traditional retail industry more healthy to provide theoretical basis and empirical support. The different traditional retail sales enterprise, according to own situation, chooses the different transition model, the chainlike pattern as well as the electronic merce development pattern. This paper indepth analysis what influence of the Electronic Commerce on the traditional retail. Find out the development model for China traditional retail industry, providing reference basis for Chinese traditional retail enterprises. Be directed against traditional retail industry problems put forward three countermeasures. In the end, for the development mode of Chinese traditional retail industry, facing electronic merce should take measures were summarized. Hope 重慶郵電大學(xué)本科畢業(yè)設(shè) 計(jì)（論文） III that our country in the development of traditional retail emerce model and chain operation can use this article as part of the reference. 【 Key words】 The traditional retail trade Emerce Management model problem analysis Countermeasure research 重慶郵電大學(xué)本科畢業(yè)設(shè) 計(jì)（論文） IV 目 錄 前 言 ........................................................................................................................ 1 第一章 傳統(tǒng)零售業(yè)的概述及與電子商務(wù)的現(xiàn)狀分析 ................................... 2 第一節(jié) 傳統(tǒng)零售業(yè)的概述 ........................................................................ 2 一、 傳統(tǒng)零售業(yè)的定義 ........................................................................ 2 二、 傳統(tǒng)零售業(yè)的業(yè)態(tài)模式 ................................................................ 2 第二節(jié) 傳統(tǒng)零售業(yè)與電子商務(wù)的現(xiàn)狀分析 ............................................ 4 一、 對(duì)比發(fā)展概況 ................................................................................ 4 二、 傳統(tǒng)零售業(yè)現(xiàn)狀分析 .................................................................... 4 三、 電子商務(wù)現(xiàn)狀分析 ........................................................................ 6 第三節(jié) 傳統(tǒng)零售業(yè)發(fā)展特點(diǎn)及存在問(wèn)題 ................................................ 9 一、 發(fā)展特點(diǎn) ........................................................................................ 9 二、 存在問(wèn)題 ........................................................................................ 9 第四節(jié) 本章小結(jié) ...................................................................................... 10 第二章 電子商務(wù)對(duì)傳統(tǒng)零售的影響 ..............................................................11 第一節(jié) 電子商務(wù)與傳統(tǒng)零售業(yè)對(duì)比分析 ...............................................11 一、 典型企業(yè)對(duì)比分析 .......................................................................11 二、 電子商務(wù)與傳統(tǒng)零售業(yè)的 SWOT 對(duì)比分析 ............................ 15 第二節(jié) 電子商務(wù)對(duì)傳統(tǒng)零售業(yè)的影響 .................................................. 16 一、 市場(chǎng)地域限制更明顯 .................................................................. 16 二、 中間商地位下降 .......................................................................... 16 三、 電子的發(fā)展對(duì)傳統(tǒng)零售業(yè)形成直接競(jìng)爭(zhēng) .................................. 17 四、 電商新商業(yè)模式?jīng)_擊 .................................................................. 18 第三節(jié) 本章小結(jié) ...................................................................................... 19 第三章 電子商務(wù)背景下傳統(tǒng)零售業(yè)的對(duì)策與創(chuàng)新 ..................................... 20 第一節(jié) 利用自身優(yōu)勢(shì)創(chuàng)新 ...................................................................... 20 一、 傳統(tǒng)零售業(yè)再定位 ...................................................................... 20 二、 運(yùn)用高新技術(shù)實(shí)現(xiàn)知識(shí)管理 ...................................................... 21 三、 發(fā)展連鎖化經(jīng)營(yíng) .......................................................................... 21 第二節(jié) 發(fā)展電子商務(wù) .............................................................................. 22 重慶郵電大學(xué)本科畢業(yè)設(shè) 計(jì)（論文） V 一、 業(yè)務(wù)轉(zhuǎn)型 .......