Research On The Development Of Physical Retail With Online And Offline Integration

Facing the impact of Internet technology and rapid change of consumer demand,expanding the online platform and combining online and offline become the inevitable trend of physical retail transformation.How to develop is the problem which physical retail urgently need to resolve.In this paper,I studied on the development combining online and offline of physical retail through the four aspects,theoretical analysis of physical retail development,the research of present situation,specific case analysis and empirical analysis.First of all,analyzed the connotation of physical retail online fusion,used the relative theoretical analysis to study its development path and driving factor.Secondly,studied the development situation of our country's physical retail from the industry level.Concrete analyzed the situation of combining online and offline and the opportunities and challenges which physical retail industry faced.The third,used specific case of physical retail developing online and offline retailing integration to analyze from the perspective of enterprise.The typical case of physical retail enterprise combining online and offline in nearly three years have been choose to be used,to analyze the fusion model characteristics,found that physical retail enterprise integration mainly with online resources integration,technical integration and capital fusion.Then,used the positive analysis to estimate the level of physical retail combining online an offline and found the influence factors.Based on the analysis of current characteristics from the aspect of industry and case study from the aspect of enterprise,combined with scholar's research methods,designed the appropriate evaluation indexes and factors influencing variables,used factor analysis method to quantify the physical retail fusion situation,and used regression analysis to find that the factor of enterprise technical ability,financial ability,platform resources has a significant impact on online and offline integration.Finally,gave advice from three aspect to develop physical retail online and offline integration,establish the awareness to develop online and offline integration,strengthen the information construction and achieve complementary advantages.