近年来，我国零售业发展面临着巨大挑战，零售行业整体规模增速明显下滑，实体店和纯电商的弊端不断显现，经营变得困难，实体店“关门潮”加剧，网店销售量下滑，传统零售业函待转型。2016年10月13日，马云在杭州云栖大会上提出“无界零售”的概念;2016年11月11日，国务院办公厅印发《关于推动实体零售创新转型的意见》，明确了推动我国实体零售创新转型的指导思想和基本原则。本文写作的目的是为实体零售业及网络零售业转型升级提供依据及具体路径。
本文运用无界零售之轮理论、企业转型理论以及产业融合理论对零售业发展“无界零售”模式的必然性以及相关案例进行了分析，在此基础上阐述了零售业发展“无界零售”模式的最佳选择及具体路径。实体零售业发展“无界零售”模式包括建立电子商务平台发展电子商务、无界化o2o模式;传统电商发展“无界零售”模式包括社交电子商务、体验式o2o模式。然后对几种模式进行对比，得到发展“无界零售”的最佳模式。
作者通过案例分析探索实体店和纯电商转型升级的发展模式与路径，对促进我国零售业的发展具有重要的现实意义。运用企业转型理论、无界零售之轮理论以苏宁、盒马鲜生为案例，分别阐述了实体零售业和传统电商发展“无界零售”模式的具体路径，以上是本文的创新之处。本文运用理论分析了零售业发展“无界零售”模式的相关案例并提出发展“无界零售”模式的最佳选择，总结出发展路径，对当前我国“无界零售”的发展具有一定的现实意义。
In recent years, the development of China's retail industry is facing great challenges, the overall scale growth rate of the retail industry has declined significantly, the disadvantages of physical stores and pure e-commerce constantly appear, the operation has become difficult, the physical store "closing tide" intensified, online sales decline, the traditional retail letter is waiting to be transformed. On October 13,2016, Jack Ma put forward the concept of "unbounded retail" at the Hangzhou Cloud Conference; on November 11,2016, The General Office of the State Council issued the Opinions on Promoting the Innovation and Transformation of Physical Retail, which clarified the guiding ideology and basic principles for promoting the innovation and transformation of physical retail in China. The purpose of this article is to provide a basis and a specific path for the transformation and upgrading of physical retail and online retail.
This paper uses the theory of unbounded retail wheel, enterprise transformation theory and industrial integration theory to analyze the inevitability of "unbounded retail" mode and related cases, and expounds the best choice and specific path of "unbounded retail" mode of retail development. Entity retail development "unbounded retail" mode includes establishing e-commerce platform to develop e-commerce and unbounded 020 mode; the traditional e-commerce development "unbounded retail" mode includes social e-commerce and experiential 020 mode. Then several models are compared to get the best model for developing "unbounded retail".
The author explores the development mode and path of the transformation and upgrading of physical stores and pure e-commerce through case analysis, which is of great practical significance to promote the development of China's retail industry. With the use of enterprise transformation theory and unbounded retail wheel theory, SUNING Appliance and FRESHIPPO respectively illustrate the specific path of the "unbounded retail" mode of the development of physical retail industry and traditional e-commerce respectively. The above is the innovation of this paper. This paper analyzes the relevant cases of the retail development of "unbounded retail" mode, and puts forward the best choice of developing "unbounded retail" mode, and summarizes the development path, which has certain practical significance for the current development of "unbounded retail" in China.
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