Countermeasure Research On The Expansion Of Traditional Retail Industry To E-commerce

As a dominant force in the new industrial revolution,the Internet has penetrated into various industries.As a new mode of Internet economy,E-commerce has become one of the most active concepts in the current field of economy.After entering twenty-first Century,promoted by a series of national policy of expanding domestic demand and electronic business,the speed of China's retail development is accelerated,and the unprecedented change occurred in consume structure and psychology,Our Internet retail industry began to develop from 1999.After 2000,the Internet industry bubble burst,only a few industries survived and developed rapidly.With the rapid development of electronic commerce,trading through internet has become the trend and cannot be halted.It's the inevitable road that enterprises effectively regulate inwardly and improve competence outwardly.In recent years,the online retail market share squeeze retail business entities in a certain extent,so the growth range of China's retail sales also decreased in different degree.Although online shopping can't completely replace the shopping center and supermarket chains,the retail network's position as a new retail business has been established,traditional retailers still face full channel challenge such as extend and integrate e-commerce.How to gradually extending the sporadic consumers to the era of electricity is the question that traditional retailers need to think about.In recent years,more and more problems has occurred in development of Chinese retail enterprises,they faced many challenges and problems.On the one hand,many phenomena which is determined the development has appeared in retail industry,such as the widespread turnover decreased,store losses and other phenomena.Those phenomenon not only occurred in small retail businesses,but has spread to many national key large-scale retail enterprises such as Wu-mart,WAL-mart,Tesco and other retail enterprises,even to the closing stores in poor performance.Their characteristic is retail credit growth slowing down,operating income slowing and operating income decreasing.On the other hand,Since the internet emerges,it has spread and developed rapidly in our country.Its conveniencequickly attracted people's attention.It not only changed people's living and consumption habits,but also brought significant impact to China's commercial sector,further reducing the amount of business and market share of China's retail enterprises.Under this condition,the internet technology-centered e-commerce develops rapidly,making a stark contrast with the slow development of traditional retail.The traditional retail industry needs innovation to better promote their own development.Based on the systematic collection and analysis of e-commerce related theories as well as development situation about China's traditional retail industry,this thesis objectively and comprehensively analyzes the definition of China's traditional retail industry,the situation of our traditional retail industry's internet retail,the influence that e-commerce exerted in traditional retail and the problems that many occur during the development process.Then through analyzing the status quo and the shortcoming of RT-mart and feiniu.com,focusing on the important factor,such as brand influence,core competitiveness,cooperativity of online and offline,comparing the mature e-commerce retail such as Suning,Gome and Wal-mart by contrastive analysis,we concluded the weakness of RT-mart and feiniu.com.We design questionnaire,do empirical research,collect related information of RT-mart and feiniu.com,and put forward some countermeasures and suggestions in accordance to the shortage.Finally,through example analysis of RT-mart and feiniu.com,we summarize the countermeasures and prospect of the future development of China's traditional retail.This thesis aims to help RT-mart and the similar retail enterprises to better develop the e-commerce business,achieve online collaborative development under the new situation of prosperity scene,propel enterprises make the appropriate improvement and business development strategy,and better use of the Internet platform.