中文摘要：

大量实证研究对网店和实体店的关系给出了矛盾性观点但缺乏深层次的逻辑机理阐释。本文从溢出效应和产品属性角度剖析两者之间的内在机理．区别了本体优势和多体优势的差异．提出本体优势产生的价值归优势拥有者独享．但多体优势将给对方产生溢出效应。溢出效应不对称导致网店与实体店之间的关系被强化或被弱化：深入剖析了产品属性特征与溢出效应的关系．并根据数据信息和体验感受对购买决策的影响将产品分为数据性产品、感知性产品、认知性产品和即时性产品。不同产品的溢出效应差异意味着应采取不同的商业模式。以规避、强化溢出效应或实现溢出效应内部化。数据性产品适合“网店销售”．感知性产品适合“网店引流＋实体店销售”．认知性产品和即时性产品适合“网店销售＋实体店销售”的并行模式。未来阶段．网店与实体店的发展并不仅仅限于联动而将深度融合，网店和实体店的功能交互、购物流程再造和结构重构，将不断催生新型商业模式。

英文摘要：

The relationship between onhne store and physical store is not clear. Are they substitutes or complements？ What kinds of products are suitable for online sales and what should be sold in the physical stores is not clear as well. A large number of empirical studies have given contrary views,but lack of logical interpretation about their relationship. From the perspective of spillover effect and product attributes, this paper attempts to analyze the internal competition mechanism between the online store and physical store. First, this paper differentiates the advantage of ontology and the advantage of multi-body. The value created by the advantage of ontology belongs to the owner exclusively. But the value created by advantage of multi-body would have spillover effects to the competitors. That means the valued created by advantage of multi-body is not only benefit to the owner but also benefit to the competitors. Spillover effects will aggravate or weaken the competition between online store and physical store. Secondly, this paper detailed analyzes the suitable models for different products or serves based on the products＇ attributes and spillover effect. According to the impact of data information and experience on purchasing decision, the products would be divided into four types： data products, perceptive products, cognitive products and instant products. Different types of products should be taken different business model. The data products are more suitable for online sales. Attracting the offline customers to online store is a good idea. Perceptive products are suitable for physical store sales and should try to attract consumers through internet to physical store. The combination of online store sales and physical store sales is a good model for cognitive products and instant products. In the future, the integration of online store and physical store may be more popular, not only their functions mixed, but also the shopping process and structure reorganizing, which would bring about new business mode