Research On Traditional Retailers Channel Integration Under Mode Of O2O

With the rapid development of Internet technology,the long-term stability of traditional retail trade faced with many challenges.The sales,operating income and mass of profit of traditional retail trade are in slowing growth condition,and the continuous improvement of information technology leaded to a change in consumers' shopping habits,these have a far-reaching influence on the development of traditional retail trade.At present e-commerce is developing into the O2 O model.O2 O mode attracted many enterprises' attention by characteristic of online to offline interaction,turnover ratio improvement and so on,so O2 O mode is becoming the best mode for many traditional retail enterprises transformation.Therefore,the methods such as literature research,case study,combination of qualitative and quantitative analysis are used to analyze traditional retail trade channel integration under the O2 O mode.After comprehensive review on the literature of O2 O areas and traditional retail trade development areas,O2 O mode impact on traditional retail trade are explored,arranged and analyzed the data about China's traditional retail trade development.Under O2 O mode traditional retail trade faced with huge challenge after summarized the relevant data,but with the rise of O2 O model it also brought opportunities for traditional retail trade development.Last analyzed the relevant data which we found advantages of China's traditional retail trade transform to O2 O mode is greater than disadvantages and O2 O mode had a broad prospect and development space,so traditional retail trade should grasp its advantages to develop into the O2 O mode and make the channels integration.As the development of traditional retail trade faced with the channels transformation,they need to choose a variety of channel models to adapt their own development.So the selection problems of traditional retail trade channels through concrete examples are explored,by using AHP and fuzzy comprehensive evaluation concluded that the online and offline integration has the best efficiency.Although from the concrete examples,online and offline integration is the trend of development but the rise of the time about O2 O mode is short and not mature,especially there is still many problems about China's traditional retail that have used O2 O mode for channel integration.Then analyzed the existing problems such as scarcity of talent,low level of online and offline integration,online and offline hinder each other.Compared and analyzed the specific case of UNIQLO and Suning O2 O transformation,last combined with the case and evaluation index System summarized experience then give some useful management suggestions to our traditional retail trade channel integration under O2 O mode.The results of research,some deficiencies and future research directions are discussed in the final.