摘    要随着现在信息技术与互联网技术的发展以及人们网购的消费习惯的形成，电子商务平稳发展中，已经成为现在经济发展不可逆转的趋势。而电子商务的发展对以零售百货为主的传统超市卖场的发展产生了巨大的冲击。本文选取了沃尔玛、大润发、家乐福和物美这四家具有代表性地超市为研究对象，分析研究这四家超市在电子商务化的过程中所采用的电商转型的模式，分析这些模式的好处以及这些超市在电子商务化转型古城中遇到的问题并分析其原因，总结出现在甚至未来传统零售业发扎电子商务发展过程中的关键点，并针对这些问题及原因结合所学知识，提出自己的建议，探寻适合传统超市发展的电子商务化路径。运用战略管理理论，运用swot分析法对传统商超进行战略分析，分析传统商超发展电商的优势及劣势以及面临的机遇与威胁以及现在的电子商务市场环境和消费者行为分析，得出传统商超在电子商务化的趋势中应该向电子商务化转型，将线上线下两个渠道融合发展，并结合沃尔玛、大润发、家乐福和物美四大超市的电子商务化转型的实证研究，得出传统商超电子商务化的可行性和有效措施，总结并提出更多传统零售企业面对电子商务化的宝贵经验及建议，帮助更多传统零售企业正确面对互联网冲击，往电子商务化方向的转型，从而提高销售业绩。89796

【毕业论文关键词】传统超市卖场； 电子商务化； 路径分析

Abstract With the development of information technology and Internet technology, people now online shopping the production of profit habits, e-commerce has become now economic development trend trend。 And the rise of e-commerce for the development of the traditional supermarket retail department stores has a Huge impact。 This article selects the wal-mart, rt-mart, carrefour and are the four representative as the research object in the supermarket。 Using strategic management theory, using the swot analysis method to the traditional business strategy analysis, analysis of traditional business Order a copy of this thesis The prospective of the current e-commerce market environment and consumer behavior analysis, it is concluded that the traditional business super in the trend of e-commerce should be to the transformation of electronic Commerce, online two channel integration development。 At the same time combined with wal- Mart, rt-mart, carrefour and are four big supermarket of e-business transformation of empirical research, summarizes the four supermarket group in the problems of electronic commerce and analysis its reason, summarize and put forward the valuable experience in traditional retail enterprise in the Face of e-commerce and suggestion。 Conclusion is put forward in the traditional supermarket stores in the process of e-commerce should be thinking, cultivate electric business, and by using their own resources win-win cooperation with other enterprise, logistics and customer service To promote customers with high quality and improving the consumer shopping experience, improve sales performance。 Help more traditional retail enterprise facing the Internet right, toward the direction of e-commerce and transformation, and improve sales performance。

[Key words] traditional supermarket store ； e-commerce； path analysis

目    录

1绪论 5

1。1  选题背景及意义 5

1。2  研究内容 6

1。3本文创新点 6

1。4文献综述 6

1。4。1国外电子商务化发展研究现状