The Development Countermeasure Research Of Our Country’s Entity Retail Enterprise Under The Background Of Internet Era

After thirty years of reform and opening up, China’s retail industry has changed a lot. Since 1980s, transnational retail enterprises have entered China’s market in various forms, which has brought about the prosperity of China’s retail market. Under the influence of multinational retail enterprises, China’s retail enterprises have gradually transformed from single structure to the powerful enterprises, which is rich in category and diversified business forms. During this period, the real retail enterprises experienced a period of violent competition with multinational retail enterprises and also experienced the Internet era of online retail market development. During this process, China’s retail business entities also changed from the rapid development period to the slow development period. However, some excellent retail business entities in the Internet era rapid transformation seize the development opportunities of the times.Since 2012, with the rapid development of Internet technology and the rapid rise of online retail market in China, the result eventually led to the consumer shopping behavior and habits have changed. This change makes some entity retail enterprises gradually lost the competitive advantage. Meanwhile, entity retail enterprises ushered in a critical period. Collapse and slow growth has become a common phenomenon in the industry. On the one hand, their survival pressure comes from the online retail enterprises. On the other hand, the pressure comes from the impact of macroeconomic growth and human resource cost, rents and other costs rising. In addition, the entity retail enterprise’s many problems by themselves also become the important factors which affect its development. In the internet era, online retail enterprises are trying a new development model. The road to the transformation of the traditional retail enterprises and big department is very difficult, and it is very hard to breakthrough. Therefore, entity retail enterprises’transformation road still has a long way to go in the future.Nowadays, most of the real retail enterprises will usher in a new round of retail revolution, which will also be faced with the critical period of transformation and development. How to get through the close siege has become a common problem facing China’s retail enterprises. This graduation thesis will take the Internet era as the background, and also will use the theory to contact the actual method, analysis the current situation and survival status of China’s retail enterprises, development difficulties and problems, the opportunities and challenges encountered, and forecast the future development trend of China’s retail enterprises. On the basis of this, it will come up with suggestions for the future development of China’s retail enterprises.