从历史上看，零售被看作是通过零售商店的基础设施，将商品从制造业销售到客户端。在这个过程中，零售生命周期考虑了四个不同的阶段。任何零售企业都会经历这四个不同的阶段。这四个阶段分别是引种阶段、成长期、成熟期和衰退期(Cox et al.， 2004)。
Historically, retailing is viewed as the sales of goods from the manufacturing to the customer end by means of a retail shop infrastructure. In that, four different stages are considered in the retail lifecycle. Any retailing business will go through these four different stages. The four stages are that of the introduction stage, the growth stage, the maturity and decline (Cox et al., 2004).
Of these stages, the introduction which is the early growth stage and the growth which is the accelerated development stage can still be considered as being the same. In current times with the increased use of online retailing, after the second stage, the third stage of maturity is prolonged. Maturity for the retail institution is prolonged as the retail institution will go through a longer stage. Based on their organizational background, their product experiences, their process development, marketing and competition, they might have a longer than usual maturation stage. Retail shops hence go through a major online impact, and this is not just from the profit end.
The aim of this research is to evaluation the phenomenon that online shop impact will have on retail store from cost analysis: a case study on sunning commerce in china
The objectives of this research are
To analyse and identify the ways that online shop impact has developed in China
To understand the ways and means that retail stores differ from online stores when it comes to cost analysis
To present a case study on sunning as example for understanding the differences of online store versus traditional offline stores.
To identify the reason why online shops achieve success while point of sale retail segment is gradually declining based on the cost analysis between these forms of stores.
To conduct a thorough literature study on how the existing studies present online retail impact on POS retail.
To present the theory behind cost analysis as an effective way to understand this impact and to prove that such an impact exists.