The Integrated Development of Physical and Online Retail： the Current Situation and the Outlook of That

（1.Logistics and Supply Chain Management Research Center，Fujian University of Technology，Fuzhou 350118，Fujian，China；

2.Logistics Research Center，Fuzhou University，Fuzhou 350118，Fujian，China）

Abstract：In the context of“Internet+”，the rapid development of online retail has seriously impacted physical retail. At the same time，due to the inherent defects of online retail in terms of customer experience，quality assurance，after-sales service， and logistics efficiency，and the gradually disappearing Internet dividends brought by the popularity of Internet，online retail is also facing a growth“bottleneck”. How to learn from others' strong points to offset one's weakness，interactively innovate，and realize the integrated development has become an important issue facing the physical and online retail enterprises. The author reviews the research on the integrated development of physical and online retail from the perspectives of the evolution and innovation of retail business forms，the impact of the Internet on the traditional retail industry and the countermeasures of that， the coordinated development of multi-channel or omni-channel retail，and the innovation of retail business models. The author points out the shortcomings of the existing research；and based on this，the author puts forward that we should further strengthen our research in terms of the comparative analysis from the eco-system of the physical and online retail，the driving mechanism of the integrated development of the physical and online retail，and the path and the separating mechanism.

Key words：physical retail；online retail；integrated development；internet