| With the rapid development and popularization of Internet information technology,online retailing,as a new way of consumption,is prevailing all over the world and gradually gaining the favor of consumers,which is increasingly affecting the development direction of urban retailing.The relationship between online retailing and traditional retailing has always been the focus research of scholars all over the world.At present,the research has accumulated a lot of achievements,but most of these are based on the consumer perspective,which used to concentrate on the relationship between online shopping and traditional shopping.This research method can indirectly explore the influence effect of online retail on urban retail,but it is easy to ignore the direct influence of online retailing on the urban retail itself,which leads to some errors in the research results.Different from the research direction of consumer shopping behavior in the past,the research idea of this paper originates from the characteristics of multi-business development of urban retail industry in the context of internet technology development,hoping to explore the influence effect of online retail on urban retailing and retailing space by studying the operation mechanism of supply chain,and explore the relationship between the commercial factors and influence effect of retail business in three aspects of business environment,market orientation and store characteristics by constructing Multinomial Logistic regression model.The research ideas of this paper are as follows: this study takes the retail merchants of 12 commercial circles in Guangzhou as the research object,and carries out data collection and analysis through literature review and analysis,semi-structured interviews,mathematical modeling and analysis,and carries out the research by combining quantitative and qualitative research methods.The second chapter of this paper is a summary of related researches,which mainly reviews the relationship between online retail and traditional retail at home and abroad,as well as the research progress of multi-channel retail supply chain.The third chapter is the data sources and statistics of this study,and introduces the data sources,related statistical processes and their preliminary characteristics used in this study.The fourth chapter is an in-depth study on the retail supply chain of three types of urban business under the influence of online consumption,and explores the characteristics of different types of retail supply chain and the characteristics of retailing spatial organization.The fifth chapter is to combine the interview data and the empirical case,to make the thorough research to the network on-line consumption to the retail trade each link influence effect,excavates the chain shape space distribution characteristic under the network online consumption influence.The sixth chapter is the study on the influencing factors of online retailing effect.By establishing the Multinomial Logistic regression model,we dig out the commercial factors that are significantly related to online retailing effect at the merchant level.The last chapter is the conclusion,which summarizes the main conclusions of this paper,and expounds the shortcomings of this research and the future research direction. |
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