【作者】 陈伟；

【导师】 佟维学；

【作者基本信息】 东北师范大学 ， 新闻学， 2014， 硕士

【摘要】 网络购物与传统零售业相比具有价格实惠、不受时空限制等优势，同时非面对面交易的诚信、安全等问题构成的劣势也是显而易见的。网络购物与传统零售业作为两种不同的购物方式各有其优缺点。生产力过剩、产品同质化、商品信息过剩使得品牌管理在网络购物时代更为重要；商品品牌影响力、网购平台品牌影响力、网络经销商品牌影响力的提升之道仍是经营者们讨论的主要话题。我国网络购物自诞生之日至今，已向着自我完善的方向，有了飞速的发展，且达到了一定程度；网购的交易额、消费者人口规模、消费水平等得到了大力提升；网购平台也变得智能化、多样化；网购产品结构发生了变化；网购模式在不断创新。另外，网络购物还引发了消费方式的变化。物流阻碍着某些时效性产品的网购发展，这是现阶段网购存在的问题之一；消费者“交钱取货”的思想根深蒂固；移动互联网介入后，人们对网络购物便捷化的要求提高；物流配送将与传统零售网络（实体连锁店）紧密结合形成新的配送模式；突破物流限制的网络购物新模式必将出现。网络购物的大力发展对实体店产生了很大的影响，它引发了实体店角色的转变，实体店除了担负传统的销售功能外，还担负着产品（服务）体验场所、售后场所、网购提货场所等功能。手机APP+实体店自提将成趋势。更多还原

【Abstract】 Compared with traditional retail shopping online is a new method of trading, It’s obviousthat there are advantages of shopping online such as affordable price, not limited by time andspaces,as well as some disadvantages such as security, credit and indirect information fromthe image.Shopping online and traditional retail are two different shopping way. There areadvantages and disadvantages of their own, but there are some common rules between them,for example, brand management theory are both suitable for them.Shopping online has developed quickly and developed to a certain extent in china, theamount of sales, consumer population, consumption level has been vigorously promoted, theE-marketing platform also become smart variety, the online product structure andconsumption patterns are changed too.The idea of “getting the goods while paying” is ingrained, the increasingly needs oftimely Logistics by the short age goods and consumer’s booming needs of E-shoppingconvenience, the Logistics has been a problem of shopping online, an E-shopping model thatbreak the limit of the Logistics will be created, Logistics and traditional retail (chainstore)will bind closely. The quickly development of E-shopping has impacted the traditionalretail fiercely, the role of the traditional retail has changed, stores will be a place that providean experience of new products (services), a place that provide after-sale service, a place thatthe consumers get their products buying online while they are selling goods. Subscribed bythe phone APP and get products from the nearest store will be popular.更多还原