摘要随着购物中心等新兴业态的崛起，网络购物的快速发展，传统零售企业的租金费用和人力成本的上升，陷入了内外交困的境地。传统零售企业如何改变原有的商业模式，保持市场份额，成为各商家、学者研究的热点。然而，现在的研究主要针对整个传统零售行业的发展进行研究和分析，没有针对某个零售企业进行针对性的研究，本文将O2O商业模式理论和银泰百货的实例相结合，在研究整个传统零售行业发展的同时，针对银泰百货这一个独立的个体，其开展O2O战略进行的针对性分析和可行性论证，并提出相应的意见和建议，旨在探索如何将传统零售企业和电子商务有机结合，并走出一条可持续发展的路线。47007

Abstract:With the rise of emerging formats such as shopping center, the network shopping, the rapid development of online shopping, traditional retail enterprise's rent and labor costs rise, in the strife-torn position. Traditional retail enterprise how to change the original business model, and maintain market share, become the businessmen, academics research hot spot. Now, however, the study focuses on the study and analysis of the development of traditional retail industry, not for a retail enterprises to carry out targeted research, this article will O2O business model theory and combining the Intime department store instance, at the same time in the research of the traditional retail industry, for the Intime department store that an inpidual, its developing strategy of O2O targeted analysis and feasibility, and puts forward the corresponding opinions and Suggestions, aims to explore how the organic combination of traditional retail enterprises and e-commerce, and out of the sustainable development route.

毕业论文关键词：传统零售企业；转型；银泰百货；O2O商业模式

Keyword: Traditional Retailing Enterprises; Transformation; The Intime Department Store; O2O Business Model

1.引言 4

1.1研究背景及意义 4

1.2研究内容 6

1.3研究方法 6

1.4本文创新点 7

2.文献综述 7

2.1传统零售企业的转型研究 7

2.2 O2O 商业模式的研究 8

2.3目前研究存在的不足 8

3.传统零售企业的现状和原因分析 9

3.1传统零售企业的现状 9

3.2传统零售企业面临困境的原因 9

4.传统零售企业SWOT分析及战略选择 10

4.1传统零售企业的SWOT分析 10

4.2传统零售企业的战略选择 11

5.问卷调查与分析：以银泰百货为例 12

5.1调查对象和问卷设计 12

5.2问卷分析 12

5.2.1被调查者情况分析 12

5.2.2被调查者对银泰百货的购物倾向分析 13

6.依托现代零售商城的互联网商业模式 15

6.1绫致服饰 15

6.2优衣库 16

7.结论及建议 17

7.1结论 17

7.2建议