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In recent years, the online retail industry has been booming, and traditional retail companies are being eroded by online businesses. It is extremely urgent for traditional retail companies to transform into modern retail which develop online and offline businesses together. The development of the online retail industry has provided a broad space for growth for the logistics industry. At the same time, the logistics industry has supported and promoted the development of online retail industry, which are interdependent, mutually supportive, and complementary, so the coordinated development of them is inevitable. However, as the online retail industry and the logistics industry have not yet formed a unified and clear coordinated development mechanism, which seriously restricts the coordinated development of the two industries. Based on the domestic and foreign relevant literature, this research qualitatively analyzes the current situation of collaborative development. Then, it proposes the problems of the collaborative development mechanism of logistics and retail industry; Finally, this paper provides relevant recommendations to the coordinated development of the online retail industry and the logistics industry. 1. The Transformation of Retail Industry With the widespread popularity of the Internet, e-commerce has occupied the market rapidly due to its advantages of being free from time and place restrictions, convenience and promptness. It has greatly impacted the traditional retail industry’s position in the market and posed a great challenge to the development of traditional retail industry. Therefore, the traditional retail industry must adapt to the requirements of the development of the times, satisfy consumers' ever-changing shopping needs, constantly adjust their own marketing strategies, actively use the e-commerce platform, combine their own advantages and characteristics, and unshakably transform their business model. Only that can we maintain the sustained and healthy development of our company. In recent years, the rapid development of China's online retail industry has become a highlight of the national economy. In 2011, the scale of China's online retail has reached 800 billion yuan, a year-on-year growth of 56.0%. In 2015, the transaction volume of China's online retail market reached 382.85 billion yuan, a year-on-year increase of 35.7%, which was more than four times that of 2011. By 2017, the online retail sales growth was 32.2% year-on-year, an increase of 6 percentage points over the previous year. Among them, the online retail value of physical goods reached 5.48 trillion yuan, an increase of 28%, accounting for 15% of the total retail sales of social consumer goods, up 2.4 percentage points over the previous year. The contribution rate to the growth of total retail sales of consumer goods was 37.9%, an increase of 7.6 percentage points over the previous year. The role of online retail in driving consumption has been further enhanced. 2. The Coordinated Development Mechanism of Logistics Services and Retail Industry In recent years, the online retail industry has been working more closely with logistics companies, under the strong support of logistics companies, the online retail industry has made major breakthroughs and its position in the retail industry has been increasing. At the same time, driven by the online retail industry, the logistics business's traffic volume and income have 2018 4th International Conference on Education & Training, Management and Humanities Science (ETMHS 2018) Published by CSP © 2018 the Authors 483 continuously increased, and the quality of service have also made significant progress. These two industries rely on each other and promote each other, and they have broad prospects for coordinated development. The online retail industry is an important part of e-commerce, and logistics companies are an important part of the modern service industry. Under the dual background of China's vigorous promotion of information technology development strategy and service industry development strategy, the coordinated development of the two industries is full of opportunities. We discuss the coordinated development of the two industries in the following three aspects: 2.1 Organizational coordination (1) Selection and construction of cooperative subject. The choice of collaborative subjects is the first issue when constructing a cooperative organization. Online retail companies and logistics companies need to choose a good partner if they want to establish a solid strategic alliance relationship and make an efficient and effective cooperation. The main measure factors of cooperative subject includes factors such as willingness factors, energy factors, and compatibility factors and so on. (2) Construction of collaborative organizations. Firstly, to determine the goal of collaborative management, supply chain collaboration management plays a crucial role in the survival and development of online retail companies and logistics companies. Secondly, it is necessary for the cooperative subject to adjust their internal organizational structure to form a coordinated internal supply chain, to ensure seamless cooperation between enterprises. Finally, the mutual trust between the cooperative companies in the supply chain is an important factor which will influence the collaborative performance. Trust can reduce the contractual arrangements or other forms of transaction integration, so it can reduce transaction costs and bring a competitive advantage. (3) The operation and maintenance of the cooperative organization. Both online retail companies and logistics companies need to use market information to make overall predictions. Online retail companies not only have powerful data mining and data analysis capabilities, but also are closer to the market, so they can more accurately predict market demand. Otherwise, the collaborative supply chain formed by online retail companies and logistics companies is a dynamic system. After a period of continuous operation, encountering problems is inevitable, Certainty requiring continuous maintenance and improvement of collaborative organizations. 2.2 Resource cooperation Enterprise resources are the foundation of enterprise value. Enterprise resource coordination is an important part of enterprise collaboration. (1) Joint planning of human resources. China's logistics companies generally have problems such as low level of cultural quality, high mobility, and lack of experience in the operation of online retail express, This directly restricts the operational capacity of logistics companies. The joint planning of human resources within the complex system will help foster excellent personnel who are familiar with the online retail express delivery, and will be able to improve the express delivery capabilities. In the training of professionals, both internal training and external training of the system can be used.  (2) Hardware resource cooperation. Hardware resources are the material support for collaborative supply chain’s operation. Hardware resource sharing is one of the motivation for the online retail companies and logistics companies to implement a collaborative strategy. Regardless of whether the shared resources are owned by an independent company or shared by both companies, it is necessary to clearly define the corresponding rights and obligations. For example, it is necessary to negotiate and determine in advance about maintenance, repair, depreciation, and other problems and the solutions to the damages of the sharing resources. 2.3 Information cooperation Information is an important method and means to ensure collaborative implementation. Therefore, after the analysis of the collaborative strategy of the composite system organization and resource coordination, it is necessary to establish an information strategy that is compatible with it

Research on Collaborative Development Mechanism of Logistics Service in Transformation of Entity Retail Enterprises