市场营销英语论文——实体店如何对抗网店.pdf

吴钩 As the information technology has developed dramatically over the last decade, it is making a profound impact on every industry in the world and accelerating the shifts of peoples life. Online retailsales continuetogrowwith each passingyear(Nikolaeva etal. 2009).As aresult, the market competition in the retailing industry is becoming increasingly intensified because the e-business is booming. It is argued that online retailer will overtake the shop-front retailer as people are entering in the digital age, and e-business is leading to the restructuring the relationships between customers and shops (Daniel et al. 2001). In this situation, traditional shop-front retailers should take some necessary changes in order to adapt to this transition in thedigitalage. Compared with online vendors and business, physical store retailers have some advantages and disadvantages. Fundamentally, physical stores are near to local community, purchasing is not time-delayed, and there are more contacts with local people. Physical stores also hold the benefits for the customers of assessing the goods through touching and feeling and providing easy return policy. In most people’s mind, traditional in-store shopping is less risky than online shopping (Nikolaeva et al. 2009). On the other hand, they have some disadvantages in terms of product price, delivery to customers, inventory management cost, and options range. These weakness need to be improved if the shop-front retailer want counter-act the increased purchasing of products via the internet. Moreover, the advantages are necessary to be strengthened at the same time. Finally, it is strongly advised that these two business structures are not independent; the physical-store retailer can also employ electronic network tools and information technology to promote the sales and communicate with local customers (Armstrong etal.2012). Pricing and inventory level ar