赵娜娜 刘丽娟

摘  要：文章基于电子商务的发展给线下实体店带来巨大冲击和新零售理念被广泛熟知并应用的背景，用文献法对已有文献进行学习，有针对性的分析了实体店、电子商务以及物流与供应链的发展现状和存在的主要问题，围绕着物流与供应链和实体店发展之间的关系，得出了物流与新零售融合发展、线上线下融合发展是实体店商业模式创新以及成功转型的关键之举的认识，并于文中给出了相应的应对之策，对当下实体店发展遇到瓶颈这一问题的解决提供新思路。

关键词：物流与供应链;实体店商业模式;新零售;线上线下

中图分类号：F274    文献标识码：A

Abstract： This article is based on the development of electronic commerce which causes a huge impact on the offline store and the background of the new retail concept is widely known and used. By referring to the existing literature， this study analyzes the development of present situation and the existing problems of the physical stores， e-commerce and logistics and supply chain. With regard to the relationship between logistics and supply chain and store development， it is concluded that the integrated development of logistics and new retail， as well as the integrated development of online and offline， is the key to the business model innovation of physical stores， and corresponding countermeasures are given at the end of the paper， hoping to solve the bottleneck of the development of current entity stores.

Key words： logistics and supply chain; physical store business model; new retail; online and offline

1  绪  论

1.1  研究背景

随着我国经济的飞速发展，“互联网+”已成为这个时代最显著的特征，移动互联网、云计算、大数据、物联网等新技术对传统实体店造成了巨大冲击，造成了实体商业的经营成本和费用在逐年递增，线下门店扩张速度放缓，新店铺的培育与成长周期变长，这些使得客户流量的变现能力被削弱，增长节奏被打破。但如何做到线上线下的深度统一，如何将电商便捷与价格优势和实体零售的切实体验与个性服务相结合，如何将物流与供应链和实体店进一步融合，是实体店未来发展过程中需要考虑的问题。

因此本文将从实体店发展中遇到的问题、线上线下发展现状、新零售的理念以及物流与供应链和实体店的关系等方面进行展开研究，对实……