零售企业的竞争优势产生的原因是,企业为消费者提供的产品、人员服务、价格、便利、沟通、环境这六个要素的消费者感知能达到消费者接受这一程度,并至少还有一个要素的消费者感知比竞争对手做得更好。而这六个要素正好是零售学者们公认的零售企业营销六要素。信息技术能对这六个要素除购物环境外的五个要素作出正面贡献。 The competitive advantage of retail enterprises is that consumers perceive the six elements of product, staff service, price, convenience, communication and environment provided by the enterprise to consumers to accept this level, and at least one more Consumer perceptions of the elements do a better job than their competitors. These six elements coincided with the six elements of retailer marketing recognized by retail scholars. Information technology can make a positive contribution to these five elements in addition to the five elements of the shopping environment.