“互联网+”还是“回归实体”？——消费模式与零售企业战略选择

互联网与移动互联网技术迅速发展，带动了许多实体零售企业投身于电子商务的创新实践，但也不乏亚马逊、阿里巴巴等网络零售企业通过投资、并购等方式积极涉足实体零售企业。文章试图解释企业进行不同战略选择的原因，采取“互联网+”或是“回归实体”的依据。在分析互联网对零售企业影响的基础上，文章建立了包括消费者与零售企业在内的一般均衡模型，分析了消费者选择不同零售企业的依据，以及零售企业的应对之策。分析结果表明，消费者在不同零售商店的相对支出比例取决于零售商店提供服务组合的相对效率。因此，基于“有限商圈”与“有限品类”的经营战略成为企业扩大销售收入的关键，现网络零售与实体零售战略选择本质上可以归纳为品类专业化与区域专业化之间的收益比较。

Online or Physical Retailing： Pattern of Consumer Expenditure and Strategy of Retailer

The rapid development of the Internet and mobile Internet technology has led many entities to engage in innovative practice of e-commerce. But there are also many Internet retailers such as Amazon and Alibaba actively working with physical retailers through investment and acquisitions. This article tries to explain the reasons for the different strategic choices of the enterprise i.e. online or physical retailing. On the basis of analyzing the impact of the Internet on retail enterprises, this paper establishes a general equilibrium model including consumers and the retailer, analyzing the basis for consumers to choose different retail enterprises, and the strategy of retail enterprises. The analysis results show that the relative expenditure ratio of consumers in different retail stores depends on the relative efficiency of service combination provided by retail stores. Therefore, the business strategy based on the “limited business circle” and “limited category” has become the key to increase sales of the enterprise, and the strategic choice of the online retail and the substantive retail can be summed up as the trade-off between the specialization of the category and the specialization of the region.