I电商背景下名创优品企业生存与发展战略研究内 容 摘 要随着互联网和科技生产力的飞速发展，电子商务在中国呈现出爆发式的增长。实体零售企业受到了强烈的冲击和挑战，以至于出现接连持续的“闭店潮”。为了应对电商冲击带来的威胁，众多传统实体零售企业重金布局线上开拓渠道，结果收效甚微。论文基于 SWOT 分析法以名创优品企业为例进行分析，发现实体零售企业在线上与电商处于同一赛道时难以发挥竞争优势、新媒体渠道单一等问题，论文参考名创优品企业的成功经验，对实体零售企业线上和线下业务发展方式提出了具体建议，线上发展以实体零售企业具备的线下店铺作为流量池向线上渠道引流，线下发展中借鉴名创优品企业的成功经验，优化发展战略，改善经营模式：成本领先战略，利用规模效应，降低零售成本；差异化战略，突出产品特色、提高产品附加值、提升产品性价比等以产品为核心的发展战略；创新扩张模式，名创优品企业的投资型加盟模式实现了企业店铺的快速扩张。改良经营模式，将部分成本部门转化为可盈利部门，降低运营成本，提升企业竞争力。关键词：实体零售企业；名创优品企业；电商企业；阿米巴经营；新零售IIResearch on The Survival And Development Strategy of Famous And Excellent Enterprises Under The Background of E-commerceAbstractWith the rapid development of the Internet and the productivity of science and technology, e-commerce has shown explosive growth in China. The real retail enterprises have been strongly impacted and challenged, so that there is a continuous "closing tide". In order to deal with the threat brought by the impact of e-commerce, many traditional retail enterprises have invested heavily in online channels, with little effect. Based on the case study of famous and excellent product enterprises which have achieved the counter trend growth in the "closed store tide", it is found that the real retail enterprises should firmly believe in the offline real economy, and the production and development strategies of famous and excellent product enterprises to cope with the impact of...
