新零售背景下电子商务与中国传统零售业的应用与融合研究

Research on the Application and Integration of E-Commerce and Traditional Retail Industry in the Context of New Retail

摘要: 新零售背景下，电子商务在一定程度上冲击着传统商业模式，当电子商务由之前传统商业的补充逐渐转型为撬动内需的一种形式时，传统零售业就面临着改造升级的趋势。但大多数人还是认同“看得见，摸得着”的消费理念，不能完全接受虚拟消费的电子商务模式。因此，电子商务与传统零售业模式相结合，才能带给商业企业一个新的起点。文章旨在探讨电子商务对传统零售业模式的影响。随着互联网技术的发展和普及，电子商务已经成为全球商业活动的重要组成部分。文章将从电子商务的定义、发展历程、特点出发，分析电子商务对传统零售业模式的影响，包括供应链管理、市场营销、客户服务等方面，并提出应对策略。

Abstract: Under the background of new retail, e-commerce has to some extent impacted traditional business models. When e-commerce has gradually transformed from a supplement to traditional business to a form of stimulating domestic demand, traditional retail industry is facing the trend of upgrading and transformation. However, most people still adhere to the consumption concept of “seeing and touching”, and cannot fully accept the virtual consumption e-commerce model. Therefore, the combination of e-commerce and traditional retail business model can bring commercial enterprises a new starting point. This paper aims to explore the impact of e-commerce on traditional retail business model. With the development and popularization of Internet technology, e-commerce has become an important part of global business activities. The paper will start from the definition, development history, and characteristics of e-commerce, analyze the impact of e-commerce on traditional retail business model, including supply chain management, marketing, and customer service, and put forward countermeasures.