In recent years,with the finish of China's high speed economic and consumption growth,influenced by the rapid brand expansion,rapid growth of operational cost,the imbalanced supply and demand,changes in market situation and the rapid development of e-commerce,there are more and more physical stores have been closed by retail enterprises. This phenomenon is the result of restructuring and changes in development pattern of China's retail industry;and we should dialectically understand it. In the short term,this phenomenon will lead to the decrease of sales and have negative impact on the performance of retail enterprises;but in the long term,it will be beneficial for the retail enterprises to adjust their strategy,increase the overall profit margin and industrial concentration ratio,and reduce the impact power of foreign retail enterprises. In the future,the sales channel of retail enterprises will be further expanded to the third and fourth line cities;M&A will be the natural rule of retail industry and retailers with multi business type will rise;low price will not be the advantage of online retail;online retailers should attract consumers with convenience,timesaving,and abundant goods;and the physical stores will be gradually changed to the business type providing consumers with experiences. Under the background of restructuring and changes in development pattern of China's retail industry,retail enterprises should,first,meet the market requirement and improve the profit of every single store to realize the purpose of"restructuring and changes in development pattern";second,they should change the pattern of business operation,change the way of marketing,carry out multi-channel marketing,and create the new pattern of marketing;and third, promote the online and offline interaction and adjust their development strategy according to the changes in market situation.%近几年，随着我国经济、消费高速增长时代的结束，受品牌快速扩张、运营成本快速增长、供需矛盾加剧、市场形势变化以及电子商务快速发展等多方面因素影响，零售企业关店现象频繁出现。零售企业关店是我国零售业结构调整与发展方式转变的一种重要表现，对此要辩证地看待。短期看，关店会导致销售额下降，影响零售企业业绩；但长期看，有利于企业调整战略，提高整体利润率与行业集中度，降低外资零售企业影响力。未来零售业销售渠道将进一步向三四线城市拓展下沉，兼并整合将成为零售业自然规律并促使多业态零售商崛起，价格低廉将不再是网络销售的优势，网络销售必须依靠便捷省时、货品丰富齐全来吸引消费者，实体店将逐步演变为全体验性业态，以更好地适应消费者全体验性消费的需求。在我国零售业调结构转方式的大背景下，零售企业必须适应市场需求，努力提高单店效益，以更好地实现调结构转方式的目标；必须转变商业运作模式，改变营销思路，打造新的营销模式，开展多渠道营销；必须适应市场形势，线上线下相互配合，及时调整发展战略。
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