本文選題：網(wǎng)絡(luò)零售業(yè) + 傳統(tǒng)零售業(yè)��； 參考：《遼寧大學(xué)》2017年碩士論文

【摘要】：網(wǎng)絡(luò)零售業(yè)的快速發(fā)展既給傳統(tǒng)零售業(yè)造成了很大的沖擊,又為傳統(tǒng)零售業(yè)拓寬了新的發(fā)展模式和機(jī)遇。正確認(rèn)識(shí)我國(guó)網(wǎng)絡(luò)零售業(yè)對(duì)傳統(tǒng)零售業(yè)的影響,有利于推進(jìn)傳統(tǒng)零售業(yè)的轉(zhuǎn)型升級(jí),促進(jìn)網(wǎng)絡(luò)零售業(yè)與傳統(tǒng)零售業(yè)的協(xié)同發(fā)展,并且進(jìn)一步促進(jìn)國(guó)家的經(jīng)濟(jì)增長(zhǎng)。本文通過(guò)定性分析網(wǎng)絡(luò)零售業(yè)對(duì)傳統(tǒng)零售業(yè)的影響發(fā)現(xiàn),網(wǎng)絡(luò)零售業(yè)對(duì)傳統(tǒng)零售業(yè)的沖擊主要體現(xiàn)在價(jià)格方面、終端方面和銷售控制方面,促進(jìn)作用主要體現(xiàn)在百貨、超市、家電連鎖等傳統(tǒng)零售企業(yè)積極開展電子商務(wù)模式,將實(shí)體店鋪與互聯(lián)網(wǎng)相結(jié)合,使實(shí)體零售店面趨于多元化;通過(guò)建立VAR模型定量分析網(wǎng)絡(luò)零售業(yè)對(duì)傳統(tǒng)零售業(yè)的影響,得出網(wǎng)購(gòu)成交額的前一期對(duì)傳統(tǒng)零售業(yè)銷售額存在正向的影響,影響值為0.051766,并進(jìn)行協(xié)整檢驗(yàn),得出網(wǎng)購(gòu)成交額與傳統(tǒng)零售業(yè)銷售額之間存在著長(zhǎng)期均衡關(guān)系,網(wǎng)購(gòu)成交額每增加1個(gè)單位,傳統(tǒng)零售業(yè)的銷售額將減少0. 201761個(gè)單位,體現(xiàn)了網(wǎng)絡(luò)零售業(yè)對(duì)傳統(tǒng)零售業(yè)的沖擊作用,最后通過(guò)脈沖響應(yīng)函數(shù)分析及方差分解分析得出在1期之后,傳統(tǒng)零售業(yè)銷售額對(duì)于網(wǎng)購(gòu)成交額的沖擊反應(yīng)最大,為0.004,沖擊的影響較持久,并且對(duì)于傳統(tǒng)零售業(yè)銷售額的波動(dòng)而言,網(wǎng)購(gòu)成交額的作用逐期上升,到第十期時(shí),有16%的比例份額是由網(wǎng)購(gòu)成交額的波動(dòng)所引起的。本文在結(jié)合定性分析與實(shí)證分析的基礎(chǔ)上,得出了我國(guó)網(wǎng)絡(luò)零售業(yè)對(duì)傳統(tǒng)零售業(yè)既有沖擊作用,又有促進(jìn)作用,指出它們今后必將協(xié)同發(fā)展,同時(shí)建議傳統(tǒng)零售業(yè)未來(lái)應(yīng)與電商有機(jī)結(jié)合,制定穩(wěn)健的經(jīng)營(yíng)策略,注重營(yíng)造體驗(yàn)式購(gòu)物,并可重點(diǎn)發(fā)力高端市場(chǎng)。
[Abstract]:The rapid development of network retailing not only brings great impact to the traditional retailing industry, but also broadens the new development mode and opportunity for the traditional retailing industry. A correct understanding of the impact of online retailing on traditional retailing is conducive to promoting the transformation and upgrading of traditional retailing, promoting the coordinated development of online retailing and traditional retailing, and further promoting the economic growth of the country. Based on the qualitative analysis of the impact of network retailing on traditional retailing, this paper finds that the impact of network retailing on traditional retailing is mainly reflected in price, terminal and sales control, and the promotional role is mainly reflected in department stores, supermarkets, and so on. Traditional retail enterprises, such as household appliance chains, actively develop e-commerce model, combine physical stores with Internet, make physical retail stores tend to diversify, through the establishment of VAR model quantitative analysis of the impact of online retailing on traditional retailing, It is concluded that there is a positive effect on the traditional retail sales in the previous period of online purchase turnover, the influence value is 0.051766, and the cointegration test is carried out, and it is concluded that there is a long-term equilibrium relationship between the online purchase turnover and the traditional retail sales. For every unit added to online purchases, traditional retail sales will fall 0. 5%. 201761 units, reflecting the impact of online retailing on traditional retail, finally through impulse response function analysis and variance decomposition analysis, it is concluded that after one issue, the impact of traditional retail sales to the turnover of online shopping is the greatest. The impact is 0.004, the impact of the impact is more lasting, and for the traditional retail sales fluctuations, the role of online shopping volume increased time by stage, to the tenth period, 16% of the share is caused by the fluctuations in the turnover of online shopping. On the basis of qualitative analysis and empirical analysis, this paper draws a conclusion that our country's network retailing has both impact and promotion effect on traditional retailing, and points out that they will certainly develop in coordination in the future. At the same time, it is suggested that the traditional retail industry should combine with e-commerce in the future, formulate steady management strategy, pay attention to building experiential shopping, and focus on high-end market.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6

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本文編號(hào)：2052057