The Study On The Influence And Countermeasures Of Online Retail To Tranditional Retail

Retailing is the industry which is closely linked with people’s life, Its development has a direct impact on people’s life, And its forms and organization form of change also closely connected with people’s consumption demand. To study the impace on traditional retail from the online retail which developing very rapidly current based on the dynamic angle, And puting orward corresponding countermeasures and suggestions for the development of traditional retail business in China.The paper defines the concept and classification of the traditional retail and online retail based on their related research in the paper. And respectively state the development of online retail and traditional retail in our country, initially guesssing that there is a negative correlation relationship between them. Analyzing the negative impact and the reasons which network retail impact on the development of traditional retail in the third chapter of the paper through qualitative method. Constructing the multivariate regression model in the fourth chapter,and analysised the impact of traditional retail from network retail within a long-term positive influence through joining the cointegration test. That online retail over the long term will promote the development of traditional retail in China. The fifth chapter analyzes through the conclusion of the positive influence on traditional retail from the online retail around the forth chapter. Analyzing current advantages and disadvantages of traditional retail in China.,then comparing the advantages of network retail, Puting forward the online retail brings the opportunities to traditional retail industry in China. Online retail will prompt transformation and upgrading of our country’s traditional retail,and speed up the pace of its reform, And putting forword Cross-border integration evelopment of traditional retail + online retail on the basis of these conducts. This is transformation direction of our untry’s traditional retail in the future, putting forward a new business model- O2 O mode,introducing the cocept and characteristics concept and characteristics of O2 O mode, more detailed in the fifth chapter and using the Su Ning yun shang as the case to analyze the process of implementating the O2 O model. And at the end of the paper,analyzing from the view of enterprise how to implement the O2 O mode in the process of actual operation.