摘 要
随着互联网技术的迅猛发展，电子商务逐渐成为现代商业的重要组成部分，深刻改变了传统零售业的运营模式与市场格局。本研究旨在探讨电子商务对传统零售业的影响，通过文献综述与案例分析相结合的方法，选取具有代表性的传统零售商和电商平台作为研究对象，从销售模式、成本结构、客户关系管理等多维度展开系统分析。研究发现，电子商务在降低运营成本、拓展销售渠道、提升顾客体验等方面为传统零售业带来了显著优势，同时也对其线下门店布局、库存管理及营销策略提出了新的挑战。创新之处在于构建了涵盖线上线下融合发展的评价指标体系，为传统零售商转型提供了理论依据。研究结果表明，传统零售企业应积极拥抱数字化变革，探索全渠道零售模式，以实现可持续发展。这一结论不仅丰富了零售理论研究，更为行业实践提供了重要参考价值。
关键词：电子商务；传统零售业；销售模式创新
Abstract
With the rapid development of Internet technology, e-commerce has gradually become an integral part of modern business, profoundly transforming the operational models and market structures of traditional retail. This study aims to investigate the impact of e-commerce on traditional retail by integrating literature review and case analysis, selecting representative traditional retailers and e-commerce platforms as research subjects. A systematic analysis is conducted from multiple dimensions including sales models, cost structures, and customer relationship management. The findings reveal that e-commerce offers significant advantages to traditional retail in terms of reducing operating costs, expanding sales channels, and enhancing customer experience. Simultaneously, it poses new challenges to physical store layouts, inventory management, and marketing strategies. An innovative contribution of this study is the construction of an evaluation indicator system that encompasses both online and offline integrated development, providing a theoretical basis for the transformation of traditional retailers. The results indicate that traditional retail enterprises should actively embrace digital transformation and explore omnichannel retail models to achieve sustainable development. This conclusion not only enriches the theoretical research on retail but also provides valuable references for industry practices.
Keywords: E-Commerce；Traditional Retail Industry；Sales Model Innovation
目 录
摘 要 I
Abstract II
一、绪论 1
（一）研究背景与意义 1
（二）国内外研究现状 1
二、电子商务对传统零售业的冲击 2
（一）消费者购物习惯的改变 2
（二）价格透明度的影响 2
（三）实体店铺客流量的变化 3
三、电子商务对传统零售业的机遇 3
（一）线上线下融合的发展 3
（二）数据驱动的精准营销 4
（三）新型供应链管理模式 4
四、传统零售业的应对策略 5
（一）提升服务质量与体验 5
（二）加强品牌建设与创新 6
（三）推动数字化转型进程 6
结 论 7
致 谢 8
参考文献 9
