Research On Influence Factors And Countermeasures Of China’s "Internet +" Retailing Industry Development Path

Over the past 30 years since the reform and opening up, China’s retail industry achieved rapid development, which made a great contribution to the growth of the national economy.In recent years, under the wave of technological revolution around the whole world, the cross-border integration between Internet technology and retail industry is deepening, while the development environment of the retailinghas changed dramatically.On the one hand, the sales growth of traditional retail industry in China is slowing,impacted by the emerging rapidly developed e-tailing industry;On the other hand, online retailing after a high-speed development period, faces new problems in the process of its further development, and begins to show the tendency of "inverse regression".Meanwhile, complied with the development requirements of the Internet age,the state council put forward the "Internet +" national strategy timely, making it to be an important power to drive the innovation and development of economy and society.Under this background, the research in this paper studies the affectingfactorsof "Internet +" retail development path in our country, exploring the retail development strategy which is of great practical significance.At present, the " Internet +" retailing development in our country has made impressiveachievements, but the theory and practice researchesof retail development path under the background of "Internet +" are still deficient.In view of this, this article summarized six factors influencing the "Internet +" retail development path on the basis of reviewingthe domestic and foreign related theory and literature, combined with the current situation of retail industry in China.In addition, it concludesthat the development of "Internet +" retailing is an inevitable choice and opportumity for China based on the current economic development level, political and legal environment, and historical factors at the same time. The progress of science and technology provided technical basis for the development of "Internet +" retailing, while the fierce market competition and changing consumer demand also promotedits development.Finally, this article put forward six strategies contributed to the "Internet +" retail development in China. China’s retail industry should firmly grasp the opportunity of this era, integrating resources and development of differentretailing channelsand industrial chains, strengthening the annexation and reorganization of companies, improving their market concentration degrees.At the same time, companies shouldfocus on the changes of customers’ consuming experience and requiements, carrying out the personalized marketing strategies and refined management, in order to forge strong retail enterprises brands.Eventually,form an "Internet +" retail ecological system including drived innovation, flexible manufacturing, intelligentcirculation and collaborative operation.