本篇代写assignment-移动交易和实体店的优缺点讲了根据贝恩公司的分析，B2C在线零售在中国的增长速度将是整体零售的三倍，到2018年，一半的在线销售将来自三线及以下城市(Pena et al.， 2013)。然而，实体店承受着利润微薄和成本上升的压力。本篇代写assignment文章由美国第一论文 Assignment First辅导网整理，供大家参考阅读。
Based on Bain & company analysis, B2C online retail in China will grow three times faster than overall retail, and by 2018 half of total online sales will come from Tier-3 cites and below (Peña et al., 2013). However, physical stores bear the pressure from narrow profits and increasing costs.
Qing Hong conducted a study to compare online shop with a physical store. He found that products from online store are always at the lower price than the physical store. Moreover, the online store can save cost in administration overheads and maintain cost (Qing Hong et al., 2015)
Physical store bear the pressure from narrowed profits and increasing cost. The cost of rent, employee salary and overheads all increased at rapid growth. Research has shown that the gross margin is gradually decreased, because the main expenses (including utilities, total salary and rent) increase significantly. Therefore, the sale price is higher than an online shop (Deloitte, 2015).
Therefore, most of the traditional Chinese retailers are trying to seek the new business model to survive in competition. Chinese chain store adopts the strategy of merging and acquisition to increase the market shares and market power, thereby, achieving economies of scale and diversifying income streams (Johnson et al., 2008).
Meanwhile, it is a big problem for Chinese retail to uniform price auction between online and offline because the competitor in E-commerce force down price based on cost advantage. That competition model has breached the regulars of commercial value to attract more customers and expand the existing marking. (Xu Jin, Wen Bin, 2014)
Elliot Bendoly (December 2015) explored the theory that online store can integrate with a physical store to develop multichannel and integration should consider customers’ perception. (Bendoly et al., 2015)
Some of the retailers start to try a combination of distributive channel form online sale and physical sale when operators realize merit and demerit of both mobile transaction and physical store. Social media is an important part of the mobile transaction, 50% of customers found the new brands from social media via mobile. (PWC 2014) Meanwhile, Charity Pradiptarini (2011) describe that social media can effect on society because the customer can post comments on Facebook and global customer expect retailers to communicate with them (Charity Pradiptarini, 2011). Therefore, it is necessary for the retailer in a physical store to develop social media via the mobile platform. It can build brands reputation and explore more potential customer (Jian Rong, 2011)