大数据时代的零售市场结构变迁——基于电商企业规模扩张的思考

互联网时代电子商务企业有望凭借强大的数据资源优势快速实现规模扩张，实体零售企业面临严峻的生存压力。一方面是传统店铺式企业被迫调整转型，另一方面消费需求的多样性又对电商企业落地经营提出要求。文章以互联网、大数据资源为纽带重构生产、流通、消费关系结构，推进线上线下零售业相关资源的整合与合作，构建交叉型零售渠道模式，是未来中国零售业优化资源配置，提升渠道整体运行效率的有效路径。

The Structural Diversification of the Retail Market in the Big Data Age: Based on E-commerce Industrial Expansion

In the Big Data age, with the help of more powerful data resources, it is much easier for the Internet enterprises to break traditional enterprises’ diversification expansion model and achieve cross-industry operation. Currently, the traditional retail stores are struggling under the impact of online stores. Meanwhile, customers’ needs of diversity require internet enterprises to launch physical stores. With the Internet as a link to remodel the supply chain, the promotion of the cooperation and integration between online and offline retail markets, the traditional industrial transformation, and the improvement of the overall operating efficiency of distribution channels will be the future direction of development for the China’s retail markets.