Research On The Impact Of Online And Offline Modes On The Performance Of Traditional Retail Enterprises In China

With the advent of the "Internet Plus",traditional retail enterprises began to consider operating online and offline mode.However,in theory,it can not prove the advantages of this model and there are still some problems in the specific application process.Meanwhile,the network economy itself has the characteristics of high risk,big monopoly power and strong path dependence.Many traditional retail businesses are worried that the use of online and offline models may cause enterprises to get into difficulties,but the theoretical research on this aspect is relatively backward.In addition,they have some misunderstands in the implementation of online and offline modes,which lead to confusion of their own management system,and the performance improvement effect is not obvious.Therefore,how can they clearly understand the modes? And how to use this model is also a key research topic.In this paper,the traditional retail enterprises as the research object,Starting from the impact path of the modes on the performance of traditional retail enterprises,with literature research,mathematical proof and case analysis as the research method.It is proved that online and offline modes have positive impacts on the performance of traditional retail enterprises and that joint decision-making is superior to independent decision-making.Firstly,it proves the existence of the impact of profit,and then further proves that online and offline independent decision-making is better than using a single mode,online and offline joint decision-making is better than online and offline independent decision-making,at the same time,according to whether the price is the same,respectively,and finally proves that whether the price is the same does not affect the relevant conclusions.Secondly,according to the specific situation in an enterprise,the relevant restrictions are relaxed to consider,proving the correctness of this conclusion,which shows that from the theory of online and offline mode has a strong advantage.Finally,according to Gome's case,analyzes it's achievements,characteristics and possible problems when using the mode,At the same time,it analyzes the impact of the mode on Gome's performance and puts forward four policy suggestions: strength the cultivation of compound talents,avoiding internet risks,creating characteristics and forming scale,improving incentive mechanism and improving employee enthusiasm.