Development Characteristics And Guiding Strategies Of The Physical Retail In Small Towns Of Wuhan During The E-Commerce Era

As the protagonist of the information age,the instantaneous,wide-area,Multicatalyst and point-to-point information exchange mode of the Internet has completely changed the way of life of human society,and also brought a series of corresponding spatial changes.E-commerce based on the Internet has a great impact on the development of retail format and its space in today’s era when the time of single information exchange has declined by an order of magnitude.Wuhan is a central city with convenient transportation and developed commerce in the central region.Under the background that Wuhan retail has entered the era of e-commerce,the composition and spatial pattern of the physical retail format that has been maintained for a long time in the surrounding small towns have also been broken by the new electronic retail,which has plunged into the transformation and development dilemma under the new normal conditions.Based on this perspective,this paper studies the characteristics of entity retail formats in small towns of Wuhan in the "ecommerce era",tries to find out their development laws and trends,and provides practical strategies and basis for guiding the development and space construction of physical retail in small towns.The main content of this article can be divided into four parts:The first part studies the overall development of physical retail in wuhan small towns in the "e-commerce era".The entity retail trade in small towns in wuhan city has presented the overall negative growth,and its degree presents the obvious inner and outer circle differentiation phenomenon.The downward expectation of industry development caused by the macro environment and the competition of business forms under the information asymmetry caused by the precision strike of e-commerce make retail industry fall into the overall development dilemma.The second part studies the format and spatial distribution characteristics of the physical retail business of small towns in Wuhan during the “e-commerce era”.By meticulously classifying the types of physical retailing in small towns,this paper clarifies the characteristics of the overall retailing and individual differentiation of the physical retailing of small towns in Wuhan,and points out the proportion of quality industry represented by clothing and the development of small town physical retailing have significantly positive correlation.At the same time,the spatial distribution characteristics of different formats are comprehensively analyzed from the three aspects of the overall development of individual and business in towns and towns and small towns in Wuhan.The third part discriminates the development trend of small town entity retail trade.By quantifying the impact of e-commerce on the composition and spatial distribution of retail business in small towns,five types of retail business in small towns affected by e-commerce are identified,and the adaptability of the composition of retail business in small towns is judged.Combined with the number of retail outlets,the future development trend of retail business in small towns is comprehensively studied.Finally,the paper discriminates the three trends of the development of the retail industry in small towns in Wuhan.The fourth part is based on the above research results to propose the overall strategy of small town retail industry development strategy and planning response.The study believes that the physical retailing of small towns in Wuhan should guide the overall development with intensive,regional,informational and differentiated strategic ideas;adjust the supply level with the strategy of “based on the countryside,guarantee towns and docking cities” to meet the layout of small towns.The composition of the adaptation,functional features,experience instant,management information,the approach,close-fitting service requirements.Finally,on the basis of this,combined with the development trend of small town retail industry and the corresponding spatial influence trend,the planning response strategy is proposed from the three levels of urban system,urban space and commercial space.