零售业网上与传统业务整合模式探讨

零售业网上业务与传统业务之间泾渭分明的界限正迅速消失.新经济条件下的成功,属于那些能将网络与传统业务整合的公司.但是,对于如何实施这些战略,争议颇多.笔者通过对Office Depot的无缝整合战略与KBToys的资本整合战略的实证分析,认为结合与分离并非是仅有的两种选择,可根据品牌、管理、运营和股权四个因素来确定结合的程度.

The Discussion about Retailing Online and Traditional Integrating Pattern

The boundary is rapidiy vanishing between the online retailing and the traditional retailing.With new economic condition,success belongs to those companies which can integrate the retailing online with the traditional.However,it's controversial on how to implement these strategies.By analyzing the Office Depot's seamless integrating strategy and the KB Toys's capital integrating strategy,the author thinks integrating or separating is by no means the only choice.According to the brand,the management,the operation and the stockholder's rights,we can determine the degree to integrate.