| dc.description.abstract | As technology advances, the competition between the E-commerce and retail markets is more and more fierce. Coupled with changes in consumer behavior and demand, retailers develop Omni-Channel shopping environments to meet consumer demand and enhance market competitiveness.
In recent years, Amazon and Alibaba, which started from E-commerce platforms, or Carrefour and RT-Mart, which began with wholesale stores, have recently expanded their physical channel capabilities. They represent the important position of the logistics system in the retail industry. The foundation of ＂new retail＂ which Ma Yun’s proposed is still built on “O2O”. The difference is that O2O used to direct people to offline consumption through online marketing. The new retail is focused on making the difference between online and offline not so obvious. In addition to using O2O′s original advantages, it further touches offline consumers. Through CRM, it amplifies the value of both sides and break the boundaries between them.
The purpose of this study is to explore the strategies that the case companies have developed at different stages of real and virtual integration, the problems they encountered during the implementation, and how to solve those problems. Besides, I will study whether pre-purchasing and the entire store pick-up service can promote competitiveness, and how to deal with the future of external competition. | en_US |