The Study On Synergetic Development Between Electronic Commerce And Traditional Commerce In China

As a new mode of marketing management, electronic commerce, whose operating advantages become increasingly prominent currently, shows a strong market competitiveness and development potential. As its market turnover advances by leaps and bounds, and its business efficiency increases exponentially, electronic commerce exerts a profound influence on economic development and people’s thinking mode. However, undoubtedly, its rapid development has brought dramatic impact on the traditional development mode, shaking its previous dominance position, and leading to an unprecedented fierce competition between the two in the market. Therefore, whether there is codevelopment or competition between electronic commerce and traditional commerce,along with the development mechanism of them has become an important research topic in the academic field.According to the above analysis, this paper, based on macroeconomic perspective, is to study the synergetics between electronic commerce and traditional commerce. The necessity, feasibility and specific development of their synergetics are sought and expounded by examining the interaction and mutual influence between them.Firstly, the basic theoretic analysis of mechanism in synergetic development between electronic commerce and traditional commerce is conducted. This paper uses co-competition theory, dissipative structure theory, and system theory to analyze the evolution and implementation mechanism of the fluctuation, catastrophe and whole emergence in the synergetic development between electronic commerce and traditional commerce under different conditions. The differentiated interaction between the elements of electronic commerce subsystem and traditional commerce subsystem is the immediate cause of their coupling relationship, with the joint action and interaction between the two subsystems being the source, and the shift and transfer, alternative circulation between the overall subsystems and the outside energy flow, information flow and material flow being the driving force of their coupling.The system also strengthens the linked transmission effects and motivates a series of concatenate complex coupling interactions to some degree.Secondly, the necessity of studying the synergetic development between electronic commerce and traditional commerce is analyzed mainly from two aspects: realistic demand(qualitative) and game model(quantitative). Starting from the current situation of electronic commerce and traditional commerce, the paper shows that either of the two development mode has its own drawbacks or bottlenecks respectively. The necessity of synergetic development is emphasized by following the interactive mechanism of electronic commerce and traditional commerce. Afterwards, the necessity, feasibility and stability of the cooperative development are analyzed by using the game model, and the following conclusions are drawn: If the electronic commerce system and traditional commerce system adopt an "exclusion" policy, and neither of them attaches importance to the other’s profit, although the total sales might be promoted higher compared with Synergetic action, market price would be lowered relative to marginal cost, and the independent strategy will ultimately damage the interests of both sides due to interest confrontation. From the perspective of long-term development and the coordination in the whole society, the synergy of the two modes will bring about more profits than the exclusion policy. Therefore synergetic development of electronic commerce and traditional commerce is necessary and is feasible.Thirdly, through the form of questionnaire the factors affecting their synergy are explored, including user experience, commodity pricing, network security, logistics distribution, etc., all of which will affect consumers’ purchase intention and preferences. In the collaborative development of e-commerce and traditional one, there should be targeted to the effects of two significant factors in business marketing by using macro co-ordination and discrimination deployed to meet consumer personalized, differentiated and diversified needs. Actively build entity and electricity, online and offline, comprehensive, three-dimensional, collaborative marketing environment. Then according to the degree of strenth, stages are divided: primary embedded stage of development, integration development stage and complementary optimization stage of development. Next, based on the research of the necessity for the synergetic development between electronic commerce and traditional commerce, this paper uses grey correlation model to carry out an empirical analysis of the current degree of the synergetics between electronic commerce and traditional commerce, so as to clarify the status of their coupling. Empirical research shows that: nowadays the synergetic coupling of China’s electronic commerce and traditional commerce is still in the early stage of embedding, and the two sides haven’t realized an all-around codevelopment mechanism.Afterwards an experiment of system dynamics simulation about the synergetic development system of electronic commerce and traditional commerce is carried out, and the results show that: all the indexes of simulation results in the independently-developing subsystems of both electronic commerce and traditional commerce are no match for their synergetic development mode. Such integrated development mode can not only effectively optimize the allocation of social resources, improve the efficiency of market development, and as time goes on, the synergetic development system will also show a stronger positive external economic effect, and achieve the win-win goal of both social and economic benefits.Finally, according to the research conclusion, this paper attempts to discuss the implementation mechanism for the synergetic development mode between electronic commerce and traditional commerce, and to lay a foundation for further study of synergy between the two.Main innovation of the paper is achieved in the following aspects:1.Theoretically, this paper points out that the combination of competition and codevelopment is the driving force of the synergistic development of electronic commerce and traditional commerce. That is, the synergistic development will undergo a process of competition, codevelopment and coordination. The differentiated interaction between the elements of electronic commerce subsystem and traditional commerce subsystem is the immediate cause of their coupling relationship, with the joint action and interaction between the two subsystems being the source, and the shift and transfer, alternative circulation between the overall subsystems and the outside energy flow, information flow and material flow being the driving force of their coupling.2.From the perspective of game theory, this paper makes mathematical reasoning about the necessity and feasibility of the synergistic development of electronic and traditional commerce.3.At the level of research methodology, the paper, on the one hand, adopts grey correlation model to analyze the extent at which the electronic commerce and traditional commerce are operating collaboratively, and employs the method of system dynamics to make simulation experiment on the synergistic development of electronic commerce and traditional commerce on the other.