連鎖經營業與電子商務關聯性研究(以中國為核心)

摘要全球電子商務在資訊技術取得突破性進展後，使得人們對商務的方式及思想有了全新的概念及轉變。同時，隨著經濟的發展，零售業的重要性也越來越大，並有連鎖發展的趨勢。連鎖經營的優勢在於規模經濟性，而規模的經濟性不僅在於數量上的多少，而更重要的是在於連鎖企業是否實現低成本運營、高商品周轉率、功能的明晰和完整、管理體系的完善及提高單類商品的規模數量。電子商務的應用對於提高連鎖零售企業的競爭能力具有重要的效益。許多零售巨頭已經逐步形成了一定的網路規模，並欲進一步拓展市場，同時國際連鎖零售商大量投資於電子商務技術，使一些中、小規模連鎖零售企業更加感到巨大的競爭壓力。本研究的目的是使連鎖零售企業瞭解當前的電子商務應用現狀，找出自身的不足，並實施改進策略，希望對連鎖零售企業電子商務應用達到一定的積極意義。本文在第一章闡述了研究背景、研究思路以及研究方法；在第二章，首先分析了連鎖經營的內涵及其類型，特點及目前連鎖經營的現況分析，提出連鎖經營的發展趨勢。為全文連鎖經營和電子商務的聯合研究提供理論基礎和分析工具。在第三章，首先分析了電子商務的理論基礎。主要是以電子商務的概念內涵為根據，從一個新的角度對分類以及目前全球的發展狀況進行歷史的回顧和分析，說明電子商務是引發連鎖經營變革的主要力量。在第四章是本文的對策部分，在前幾章的基礎上，對連鎖經營和電子商務的聯合發展戰略，目標，原則及對策措施，探討電子商務與連鎖經營協同運行的模式，分析其協同的基礎。本文的初步研究成果在於: 1.對連鎖經營和電子商務的相關理論進行了系統的研究，分析了其特點。 2.分析了連鎖經營企業電子商務應用模式，將之分為兩類，比較了他們之間的共同點和不同之處，針對其不足提出了解決問題的策略。 3.建立了連鎖經營和電子商務聯合經營的經營模式。

關鍵字

連鎖經營；電子商務；關聯性

並列摘要

ABSTRACT The e-commerce is achieving an unprecedented development by the promotion of the world after the information techniques make great progress. At the same time, retail industry is playing a more important role than ever with the economic development. The importance of the retail industry is also growing and has chain trends. Chain management has the advantage of economy of scale. Economy of scale emphasizes not only the quantity itself but also low cost operations, high commodity turnover rate, function of the clarity and perfect management system, and increase the scale of the quantity of single commodity. The E-commerce applications plays an important part in improving the competitiveness of retail chains. Many retail giants have been gradually formed a certain network on the Internet with the view to further expanding the market. Meanwhile, the international chain retailers invest heavily in e-commerce technology, making a number of retail chain companies feel the enormous pressure of competition. The purpose of this study is to make the chain retail enterprises understand the current status of e-business applications, identify its own deficiencies, and implement improvement strategies to the chain retail enterprises. We also hope that this research will have positive meaning for the e-commerce application of retail chains. In the first chapter, I describe the research background, research process and research methods. In the second chapter, the content of chain operation and categories, characteristics and the current status of chain are all analyzed. Besides, the trends of chain business development are proposed as the theoretical basis and analytical tools for joint research on the chain management and e-commerce. In the third chapter, the theoretical basis for electronic commerce is firstly analyzed. Then, the global development of e-commerce is reviewed historically and analyzed from a new perspective, which shows that the chain of e-commerce is a major force in business transformation. The fourth chapter in the response part of this article, based on the previous chapters the right chain operations and joint development of e-commerce strategies are explored. The preliminary results of this study are: 1. The theory of chain management and e-commerce are systematically researched and their characteristics also are analyzed. 2. The application models of e-commerce in chain companies are analyzed, including, the similarities and dissimilarities. Some problem-solving strategies are revealed based on their shortcomings. 3. The combined model of chain management and e- commerce joint are also established.