整个零售产业处于一种极端不确定的状态。在每个公司内部,在每次贸易协会会议上,在每一个产品种类中,电子商务及其寓意都起到了主导性的作用。投资商和经理主管因惟恐丧失划时代的历史机遇,都争先恐后地把巨额筹码压在显然胜率颇高的互联网零售上。然而,即使此类论证和疯狂举动已经无处不在,零售业的未来前景却仍然十分不明朗。 试图预言哪家公司的互联网战略最终有利可图的做法是不明智的。但有一点却非常清楚,电子商务将在更广泛的层面上改变零售业竞争优势的基础。 The entire retail industry is in an extremely uncertain state. Within each company, at every trade association meeting, e-commerce and its morality play a dominant role in every product category. Investors and managers are scrambling to put huge stacks of money on apparently high-stakes Internet retailers for fear of losing their epoch-making historic opportunities. However, even if such arguments and crazy moves are already ubiquitous, the future prospects of the retail industry are still far from clear. It is unwise to try to predict which company’s Internet strategy will eventually make a profit. However, it is clear that e-commerce will change the basis of the retail competitive advantage on a broader level.