Research On Online And Offline Integration Of Listed Companies In China's Retail Industry

With the continuous application of the new generation of information technology brought by "Internet+",the rapid changes in consumer shopping methods and consumer demand,China's retail companies have been constantly changing their business methods,upgrading,transforming and innovating in order to achieve rapid development.In 2016,Ma Yun's concept of “new retail” put forward at the Yunqi Conference in Hangzhou not only attracted the extensive attention of the society,but also provided a new path for the transformation of retail companies in China.As the main content of “new retail”,online and offline integration has conformed to the development of the times and has become an inevitable trend of the future transformation of retail companies in China,and why the online and offline integration,online and offline specific integration behaviors and their Impact becomes a question worth exploring.This paper takes China's retail listed companies as the research object,and studies the online and offline integration of China's retail listed companies from the aspects of current situation analysis,theoretical research and empirical analysis.First of all,from the overall analysis of the status quo of online and offline integration of listed companies in China's retail industry.The paper analyzes the development status of online and offline retail industry in China from three aspects: offline retail sales,online online retailing and online and offline integration development trends.From the aspects of online business,integration platform and integration,China's retail industry The current situation of online and offline integration of listed companies is analyzed.Secondly,the paper analyzes the online and offline integration of listed companies in China's retail industry.From the internal and external environmental conditions to analyze the development motivation of online and offline integration of retail listed companies;and analyze the online and offline integration behavior of retail companies from three aspects: retail strategy,business process and marketing strategy;from technical efficiency and scale efficiency Two perspectives analyze theimpact of online and offline integration on retail companies.Then,from the perspective of the enterprise,the impact of online and offline integration mode on retail companies is verified.48 Shanghai-Shenzhen listed retail companies were selected.Among them,30 companies that have integrated online and offline integration and 18 companies that have not been integrated have measured and compared the operating efficiency of each company.The results show that online and offline integration has been carried out.The listed companies in the retail industry are more efficient.In addition,the case of Suning is better analyzed.After analyzing the online and offline integration mode of Suning to improve the efficiency of the company,the integration strategy of Suning is analyzed to provide reference for other retail companies.Finally,from the establishment of online and offline integration development awareness,strengthen the construction of online and offline integration technology,improve online and offline integration experience services,strengthen the construction of online and offline integration platforms,and other recommendations for the development of online and offline integration of China's retail listed companies.