The Pathway Of Transformation Of Business Model In International Retailing Process

Retail internationalization has become an universal phenomenon in the global market. The research in trrelated field is perfected. Before, academia mainly concerned the antecedents, process and results of retail internationalization, or the balance of standardization and localization. With the continuous development of theory, more and more retail enterprises began to pay attention to the innovation and construction of business model in the international operation process. They treat it as the key of achieving competitive advantages in the market. Thereby, under the background of retail internationalization, discussing the transformation of business model and its impact on the transnational retail process are important topics theoretical and practical circles.On the basic of retail internationalization theory, business model theory and activity system theory, combining with the characteristics of enterprise internal resources and external environment, this article explores the periodic evolution of Retail Internationalization from the systematic point of view, and the change path of business model. Final, the paper forms a research system containing correlative parts.First of all, the author explains the connotation and process model of retail internationalization, in order to provide theoretical basis of subsequent stages division. Meanwhile, the article introduces the theoretical background and definition of business model, and combs the research advance.Then, the study chooses case study research method, discussing how to transform the business model, and how to carry out the retail activities in the Chinese market for home improvement retailers. On this basis, the author makes an attempt to establish a process framework applying the inductive approach.Next, the research puts forward the periodic model of retail internationalization and the transformational pathway of business model. Through system integration, structuring the analytical framework of retail internationalization activities led by business model transformation.At last, the author summarizes the innovation and limitation of this research, and points out the development direction of future research.