实体店与电商既是竞争又是互补的关系,从长远来看是相辅相成的关系。实体店的优势在于体验、服务和快捷,电商的优势侧重廉价、方便和多样性,电商与实体店代表着不同的消费观念和消费特点。因此,电商与实体店的关系应根据品牌发展的不同阶段有所不同。在品牌发展初始阶段,电商与实体店是相对独立的状态,两者在保持联系的基础上各自发展甚至相互竞争。在这一阶段,很多传统企业在实体店运营不佳的情况下,会将 Physical stores and e-commerce are both competitive and complementary, and in the long run are complementary. The advantages of physical stores lie in experience, service and quickness. The advantages of electric providers focus on cheapness, convenience and diversity. E-commerce and physical stores represent different consumption concepts and consumption characteristics. Therefore, the relationship between e-commerce and physical stores should be different according to different stages of brand development. In the initial stage of brand development, e-commerce and physical stores are relatively independent states, and each of them develops or even competes with each other on the basis of maintaining contact. At this stage, many traditional businesses will not be able to do well in the physical stores