CAJ | 학술논문

通过对现阶段我国零售业线上线下融合发展的研究，得出以下五种主要模式：以苏宁为代表的“电商＋店商＋零售服务商”模式，以步步高为代表的“实体店（为主）＋网上商城（为辅）”模式，以阿里与银泰合资、合作为代表的“电商＋百货店”模式，以天虹为代表的“实体店＋网上商城＋微信＋微店”模式，以及以京东为代表的“网上商城＋便利店”模式。这五种模式虽然各具特色，但都是试图解决消费者体验、网络支付、数据分析和物流配送等问题。基于此，为进一步推进零售业线上线下的融合发展，应打造便捷性、社交性、体验性强的购物空间和平台；培养金牌零售管理专业团队；整合企业内部资源，优化企业供应链。
통과대현계단아국령수업선상선하융합발전적연구，득출이하오충주요모식：이소저위대표적“전상＋점상＋령수복무상”모식，이보보고위대표적“실체점（위주）＋망상상성（위보）”모식，이아리여은태합자、합작위대표적“전상＋백화점”모식，이천홍위대표적“실체점＋망상상성＋미신＋미점”모식，이급이경동위대표적“망상상성＋편리점”모식。저오충모식수연각구특색，단도시시도해결소비자체험、망락지부、수거분석화물류배송등문제。기우차，위진일보추진령수업선상선하적융합발전，응타조편첩성、사교성、체험성강적구물공간화평태；배양금패령수관리전업단대；정합기업내부자원，우화기업공응련。
This article studies the current development of O2O integration in retail industry in China, and come up with the following five major types of modes ：＂e-commerce ＋ store ＋ retail service provider＂ mode represented by SuNing Company, ＂physical shop with online store as supplement＂ mode represented by BBK Company, ＂e-commerce ＋ department store＂ mode repre- sented by the cooperation of Alibaba Group and the Yintai Company, ＂physical store ＋ online store ＋ wechat app ＋ wechat shop＂ mode represented by TianHong Company, and ＂online store ＋ convenience store＂ mode represented by JD Group. These five types of modes have their own characteristics respectively, yet they all aim to solve the problems of consumer experience, online payment, data analysis, and logistics, etc. Correspondingly, this paper puts forward the following suggestion： creating conven- ient, social, experiential shopping space and platform; training first-class retail management professionals; realizing the Integra- tion of enterprise internal resources, and optimizing supply chain.