Research On The Impact Of Enterprise Retail Model Transformation On Enterprise Performance Under The Background Of "Internet +

The development of the Chinese retail industry faces great challenges in last several years.The traditional retail industry can no longer keep pace with the developmental needs of the Internet age.There are many problems,such as the lack of integration of online and offline platforms,the lack of integration of Internet into the retail model,and the failure to meet the increasingly diverse needs of the population.China’s traditional retail industry is currently implementing the new retail mode strategy,looking forward to finding a new profit growth point.Therefore,the purpose of this thesis is to analyse the existing problems and transformation measures of Daifuku’s retail model in the background of "Internet +",investigates the impact of retail model transformation measures on firm performance,and advances suggestions relevant to innovation and transformation of other firms’ retail models.In this thesis,we first adopt the literature search method to investigate the related concepts and theoretical underpinnings of retail mode transformation under the background of "Internet +".At the same time,the case analysis method is used to analyze Chow Tai Fook’s retail mode transformation under the background of "Internet Plus".First,this thesis studies the theoretical basis of retail mode transformation of domestic and foreign retail enterprises;Secondly,It focuses on the comprehensive analysis of the problems existing in the retail model of the case company under the background of "Internet +",and then analyses the steps taken for the transformation of the retail model from the perspective of 4CS theory according to existing problems.Third,analyze the influence mechanism of retail mode transformation measures on enterprise performance;Coupled with the mechanism of influence from financial and non-financial performance to analyse changes in firm performance before and after the factor analysis method to conduct further analysis of the firm’s financial performance.Finally,through corporate transformation,the conclusion is reached and general suggestions are provided.Based on the above research on the retail mode transformation of Chow Tai Fook,the conclusions of this thesis are as follows:(1)Indeed,the transformation of the retail mode has brought a positive impact on firm performance.As a result,under the continuing impact of "Internet +",traditional retail businesses should find a new way out of the retail mode.(2)The retail mode transformation measures implemented by Chow Tai Fook can put forward universal suggestions for the retail mode transformation of other enterprises,including:Enterprises should pay attention to product innovation and achieve product diversification.Enterprises should integrate Internet technology into supply chain and inventory system,reduce costs,implement online and offline omni-channel retail,enhancing customer shopping convenience and smart device application,and strengthening customer contact.