Research On The Strategic Transformation Of China's Traditional Retail Industry Based On Electronic Commerce

In recent years,along with the Internet technology matures,the development of the electric business enterprise not only for our traditional retail industry caused great impact,at the same time the traditional retail enterprise scale,the cost price and consumer buying patterns caused a certain shock.Although Internet retailers can't completely replace the entity shop,but gradually formed by e-commerce new retail formats.Reply to "Internet +" electric business development model,the traditional retail enterprises are facing to create new channel integration,e-commerce,and other problems.Therefore,the research from the perspective of e-commerce to the transformation of traditional retailing has theoretical significance and practical significance.In this paper,based on the traditional retail to e-business transformation background,first of all,from the theoretical level of relevant concepts and theories were discussed,and the retail industry development present situation analysis,the research has shown that traditional retailing scale is impacted by the electronic commerce mode.Secondly,using the factor analysis method to index selection,the use of DEA and Malmquist index method for the efficiency of the enterprise from two aspects:static and dynamic analysis,static analysis shown the that the use of electronic business enterprise efficiency higher than that of unused e-commerce mode of enterprise,through the Malmquist index method to measuring the total factor productivity,found the 48 samples enterprise's total factor productivity is insufficient.Therefore,Chinese traditional retail industry in the process of transformation,and don't blindly the comprehensive transformation from e-commerce.Next,using the SWOT method to analyze the transformation of traditional retailing to the electronic commerce,and found that our traditional retail transforming to the electronic commerce more advantages than disadvantages,that the opportunity is greater than the threat,which it is concluded that the traditional retail enterprise transformation to e-business should be adopted O2 O integration development pattern when the conclusion.Finally,from the enterprise and government level for traditional retail to e-business transformation put forward countermeasures and suggestions.