The Business Strategy Research Of Retail Stores Under The E-commerce Environment

With the development and popularity of the Internet and mobile Internet technology, as well as the growing of Internet users, China’s e-commerce is developing continuously. The development of e-commerce has caused a great impact on traditional Chinese enterprises, the development of the traditional entity retail appears weak trend. But a lot of consumer needs and preferences are not met simply relying on e-commerce, it is just the value of physical stores and provides the direction of further development. Physical stores can meet the needs of customers and still play a guiding role in improving the retail business architecture, there is much more room for its development and improvement. So, by studying the system of customer demand, customer shopping behavior, and their respective features of stores and e-commerce, exploring the development path and direction of physical stores and making stores and e-commerce combined with the coordinated development, has a very important research value and practical significance.By studying the characteristics of customers demand, build the system of customer demand, whose content are financial demand, function demand, experience requirements, psychological and social needs, and its features are technological and low cost, individuation and diversification, high grade and fashion, convenience and regional characteristics, recreational and social, these lay the theoretical foundation and direction for the development of the retail stores to better meet the needs of customers. At the same time, it analyzes the advantages and disadvantages of retail stores and e-commerce, retail stores can better meet the higher level demand of customers, such as experience demand, psychological and social demand, while e-commerce can better meet the customer’s low level demand such as financial needs and functional requirements, it also summarizes their present development situations, and also puts forward the reasons for that the retail stores have not been able to resist the impact of electronic commerce, retail stores exists many problems, such as single business, the homogeneity of management patterns, consumer poor convenience experience, rising operating costs, the homogeneity of product category between on-line and off-line, informationization development lags behind and so on.Retail stores make correct business strategy to promote its own development according to customer demand system and existing problems. It firstly should puts forward the guiding ideology of physical stores management, which is that retail stores should improve their management level through the guide of the customer requirements, and at the same time,should be combined with electronic commerce to meet the whole demands of customer. Secondly, it puts forward the strategic position that the store and electronic commerce integrate, but dominated by the entity shop. Moreover, it proposes that the retail stores should integrate the existing resources and add new resources. Finally, it puts forward specific business strategies, including integration development, the differentiation of management patterns, the development of small retail formats, strengthening experiential consumption, category differential operation, network information management and fine management, to improve the management level of retail stores, in response to the impact of electronic commerce.