实体店与电商的博弈与发展实证研究
诺丁汉大学, 商学院, 浙江宁波 315154
| 摘 要： | 电商是信息时代的产物，与实体店是两种不同的商品流通形式，虽然起步时间晚但是飞速发展。针对实体店业务萎缩甚至倒闭现象、有人担心电商对实体经济的冲击，文章从成本构成、核心成本、社会零售规模等方面对电商与传统销售的博弈进行了实证研究；选取了新冠疫情爆发前的中国及美国的相关经济运行数据、调查分析验证了商业房租与广告费用对双方经营的影响；设计了一个传统企业销售额、百家大型零售/传统企业销售作为全社会实体店的平均运行指标，并与优秀的经销商——“全国百家重点大型零售企业”对比分析与验证，以寻找双方经营困境的原因；认为两者的博弈有利于缩短商品流通渠道、降低流通费用，最后得出了两者竞合的线上线下相结合的新零售模式探索，可以优化消费体验、满足消费者的需要，促进消费升级。 |
| 关 键 词： | 实体店与电商; 实证研究; 核心成本; 博弈与发展 |
| DOI： | 10.57237/j.wjeb.2023.02.002 |
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收稿日期: 2023-10-31
接受日期: 2023-12-13
在线出版日期: 2023-12-27
Empirical Research on the Game between Physical Stores and E-commerce with Its Evolvement
Business School, Nottingham University, Ningbo 315154, China
| Abstract: | Although e-commerce is a newcomer based on IT, it has developed rapidly, and together with physical stores, they are two different forms of commodity circulation. Some people are worried about the impact of e-commerce on the real economy due to the shrinking or even closure of physical stores. The paper first suggests an empirical study on the game between e-commerce and traditional sales from costs analysis, core costs, retail proportion, then selects the relevant economic performance data of China and US before the outbreak of the COVID-19 epidemic, designing a traditional enterprise sales revenue and hundreds of large retail/traditional enterprises sales as the average operating indicators for physical stores, and compared with excellent distributors - "Top 100 Key Large Retail Enterprises in China", to search the reasons of operational difficulties for they both. Finally this paper recognizes that the game between the two transactions is conducive to shortening circulation routes and reducing transaction costs, with which the exploration of the new retail models combining various online and offline strategies, can optimize the consumer experience, meet their needs, and promote consumption escalation. |
| Keywords: | Physical Stores vs. E-commerce; Empirical Research; Core Costs Analysis; Game and Its Evolvement |
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