传统服装零售业发展电子商务的策略研究——以滁州市服装零售业为例

随着互联网的普及，电子商务平台的广泛建立，人们的生活方式和购物方式发生了诸多改变。面对电子商务的挑战，线下服装零售企业的生存空间逐步被挤压。本文以滁州市的服装零售业为例，通过调查问卷，探索传统零售业的发展方式及商家经营策略，并就面对电子商务的发展，商家如何突破发展瓶颈展开研究，力图找出适合传统零售业实现自我创新、自我转型的发展策略。

关键词：电子商务；传统服装零售业；对策

Research on the strategy of developing electronic commerce in traditional clothing retail industry
——Taking Chuzhou clothing retail industry as an example

Abstract：With the popularity of Internet and the wide establishment of e-commerce platform, people's lifestyles and shopping ways have changed a lot. Facing the challenge of e-commerce, the living space of apparel retailers is gradually being squeezed. Taking the clothing retail industry of Chuzhou as an example, this paper explores the development mode and business strategy of traditional retail industry through the questionnaire, and tries to find out the development strategy for the traditional retail industry to achieve self innovation and self transformation in the face of the development of e-commerce and how the merchants break through the bottleneck of development.

Key words: Electronic commerce; traditional clothing retail industry; countermeasures

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