A Literature Review on the Studies of Internet Retailing Management

Tao Zhang, Guijun Zhuang, Yuanyuan Huang

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DOI: 10.4236/ti.2010.11003                

Abstract

This paper reviewed the studies of Internet retailing management. It found that, in general, most of the pa-pers on the topic took focus on Internet retailing strategy and online merchandise management. Specifically, it drawn following conclusions: First, there were six major incentives for firms to adopt Internet retailing, including improving internal communication, improving operational efficiency, facing competition, enhanc-ing customer services, reaching out to a wider audience, and improving relations with suppliers. Second, cost of Internet trading and consumer preference were negatively, while status of Internet retailing strategy, tech-nology capability, Internet communication preference, Internet marketplace, and market development op-portunity were positively, affect firms to adopt Internet retailing. Third, market positioning, business model, estimation of the market size, Internet-based innovative application, and strong brand of website were the key factors for the success of an online retailing website. Fourth, cross-channel conflict might be reduced by reconstructing the business process or adjusting the pricing strategy, while Internet retailing inventory might be improved by firms’ zero inventory policy, in-stock inventory policy, and dynamic inventory policy. Fi-nally, a firm’s quality of logistics and delivery could be increased by high-value-package strategy and emer-gency transshipments. Implications of these conclusions were suggested。

Keywords

Internet Retailing, Internet Retailing Strategy, Online Merchandise Management, Online Store Management

Conflicts of Interest

The authors declare no conflicts of interest.

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