[01] Wang Jiadong, Department of Foreign Language, Shandong Jiaotong University, Jinan, China.

With the development and popularization of internet and mobile internet technology, and the expansion of internet users, E-commerce is growing, more and more customers are shopping through the Internet, and online retailing is developing rapidly. The development of E-commerce has caused a great impact on traditional Chinese enterprises, and the traditional entity retail industry has experienced a serious regression. As a result of the impact of e-commerce, Japan's retail stores have also been affected to some extent, but there is no such thing as China's entity store, which has been severely damaged and flagging. Japanese entity stores can cope with the impact of online shopping very well after the adjustment, it stil occupies a dominant position in the whole retail business system. E-commerce and traditional physical sales have their advantages and disadvantages. Through the analysis, it is not difficult to find that the emergence of E-commerce has hindered and impacted the customer's potential taste demand, and many consumer needs and preferences cannot be met, which is just the way out for the further development of physical stores. In fact, retail stores and e-commerce are not absolute contradictions, the two are competitive but can complement each other. In Japan, the conflict between retail stores and E-commerce has been solved at a relatively good price. The key to solve this problem lies in the fact that Japanese stores can understand consumer demand in depth.，design and sell products for customers' needs, and provide detailed and considerate experience service. The similar business strategy improvement is the secret of the long-term development of Japanese retail industry, which is also what retail enterprises around the world want to learn. In this paper, the author starts with business strategy, analyzes the current situation and environment of E-commerce in Japan, and then studies the characteristics of Japanese retail stores and the strategies to deal with E-commerce.

E-commerce, Business Strategy, Retail Stores, Advantages, Disadvantages

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