作　　者： ;

机构地区： 广东商学院

出　　处： 《企业活力》 2012年第6期15-19,共5页

摘　　要： 网络零售正成为连锁大卖场争抢客源的新渠道,连锁零售企业的门户网站已开始逐渐从单一的宣传功能向网上商城转化,纷纷"触网"。然而现实情况是:"触网"热情高,收益却不高。对连锁零售企业开设网上商城的现状进行SWOT战略分析,并提出相应战略对策,是连锁企业发展迫切需要认识和解决的问题。 The network retail is becoming a new channel of hypermarkets competition for customers, and the function of the retail chain enterprise portal has transformed from single propaganda to the E-shop which begins to touch net. However, the fact is, the high enthusiasm of touching net doesn＇t benefit correspondingly. As to the development of chain enterprises, it is an urgent need to have a SWOT strategic analysis and put forward the corresponding strategies for the E-shop opening of the retail chain enterprises.

关 键 词： 连锁零售业 网上商城 战略分析

领　　域： [经济管理—产业经济]