零售企业在商务经营管理经验、品牌、配送、客户等方面具有一定的优势 ,但在互联网背景下 ,面对零售网站的挑战 ,传统零售企业必须利用现有优势融合新技术 ,把网络内外的渠道有机结合起来 ,通过整合与再造 ,实现企业转型 ,重新获得企业核心竟争力优势。 Retail enterprises have some advantages in business management experience, brands, distribution and customers. However, under the background of the Internet, facing the challenge of retail websites, traditional retail enterprises must make use of existing advantages to integrate new technologies and channels inside and outside the network Organic combination, through integration and reengineering, to achieve business restructuring, regain the competitive edge of the enterprise.