Research On Retail Business Model Based On Value Creation

In recent years,the development of the retail industry has presented a situation of "ice and fire are two heavy days ".Many retail enterprises,especially traditional retail enterprises,are suffering from difficulties and declining in their development.At the same time,there have also emerged a number of outstanding and successful retail enterprises,such as Kidswant,Hema,Shangpin,ZARA,Uniqlo and other;On the other hand,since Ma Yun put forward the concept of "new retail",the business community has set off a heated and heated discussion of the phenomenon of "new retail" and the pursuit of the concept of "new retail",which has aroused the academic circles high concern and the theory discussion.Based on the above realistic and theoretical background,there is an urgent need to develop academic theories suitable for retail or retail enterprises to interpret and analyze the above phenomena,and this paper attempts to construct the theoretical framework of retail business models by using business model theory in order to realize the theoretical guidance to reality and practice.Based on the literature review of business model theory,circulation economy theory and retailing theory,especially the thought of dual attributes of business model,through six case of Uniqlo,ZARA,Shangpin,Ikea,Sisyphe bookstore,Yanjiyou bookstore,this paper conducts an exploratory case study and constructs the theoretical framework of retail business model,that is "architecture attribute of business model,value attribute of business model,value creation of".Then,based on the theoretical analysis of customer value creation and retail customer value creation,and the theoretical analysis of retail business model architecture and attributes by using the architecture theory for reference,this paper constructs the retail business model of integrated architecture,customized architecture and scenarized architecture,and puts forward a series of theoretical hypothesis.Finally,on the basis of the above research,the empirical research and empirical analysis are carried out through the questionnaire survey of retail enterprises,which reveals the intrinsicmechanism of value creation of retail business model.Through the above research,the following conclusions are drawn:(1)The theoretical framework of retail business model is constructed,that is,business model architecture attribute,business model value attribute,value creation.(2)Three kinds of retail business models of integrated architecture,customized architecture and scenarized architecture are proposed.The three kinds of architecture and attributes are analyzed theoretically,and the theoretical model is constructed.Integrated architecture is the integration of retail enterprises and manufacturing enterprises,customized architecture is the joint of retail enterprises and consumers,and the scenarized architecture is the effort and behavior of the scene construction of the sales interface,the retail enterprise is the main body that undertakes the scene space construction.The architecture attributes of integrated architecture include the degree of integration with the supplier's property rights,the long-term and completeness of establishing a contract with the supplier,and the degree of sharing of information with the supplier.The architecture attributes of customized architecture include the degree of customer participation,the degree of consumer informatization and big data,and the degree of customization of products.The architecture attributes of scenarized architecture include the aesthetic of scene space,the media of product as the carrier of cultural value of scene,and the identity of consumers to the cultural value conveyed by scene.(3)Integrated architecture has a significant positive impact on low-cost value creation,and has a significant positive impact on the efficiency,novelty and lock-in of retail business model value attributes.Efficiency and novelty have significant positive effects on low cost value creation.Efficiency and novelty play a fully mediating role in the impact of integrated architecture on low-cost value creation.Customized architecture has a significant positive impact on personalized value creation and has a significant positive impact on the efficiency and novelty of value attributes of retail business model.Efficiency has a significant positive influence on personalized value creation.Efficiency play a partly mediating role in the impact of customized architecture on personalized value creation.Scenarized architecture has a significantpositive impact on experience value creation,and has a significant positive impact on the novelty and complementarity of value attributes of retail business model.Novelty and complementarity have a significant positive impact on experiential value creation.Novelty and complementarity play a full mediating role in the impact of scenarized architecture on experience value creation.Compared with the previous research,the innovation of this paper is mainly reflected in the following three aspects.(1)The theoretical framework of retail business model has realized the docking and undertaking with the macro research of business model,and has verified the existence of the dual attribute of business model: architecture attribute,value attribute and the relationship between them,which may break through and surpass the theoretical framework of retail business model put forward by Sorescu et al.(2)The previous research on the value creation mechanism of retail business model is insufficient,while this research explores and reveals the intrinsic mechanism of value creation of retail business model based on the theoretical framework of retail business model,which is architecture attribute of retail business model,value attribute of retail business model,value creation of retail business model.(3)This paper puts forward three retail business model architectures: integrated architecture,customized architecture and scenarized architecture,and tries to transfer theory of system architecture to business model theory,and makes a theoretical analysis of retail business model architecture with reference to system architecture theory.