The Research Of Retail Business Model’s Transformation In The Mobile Internet Age

In the wave of information revolution represented by Internet, the conventional enterprises were ruthless abandon, innovation has become the only option for enterprises to deal with the changes brought by the Internet. Nowadays, increasingly fierce competition in China’s retail industry, the participants are divided into two parts: offline traditional retail and online Internet retail enterprises. The author consider the Internet retail industry development status and characteristics of the times, think the current development of the retail industry’s biggest challenge is how to deal with the dual mode online and offline competition issues, and also that the effective integration of online and offline is one of the major trends in the future of retail. Retail enterprise in the face of the dual competition of online, some focus on the online mode, such as in recent years, the rise of B2C, B2B network retail mall; There are also many retail mall still cleave to offline sales mode; What is more, such as Suning, transformation of "cloud business", go online and offline integration model of the road.In the current study on retail business model, to combine the current situation of the development of the Internet, has gradually entered the mobile Internet era, explore the dual mode online and offline research is still relatively small and not deep. Based on the business model and its related innovation theory, by the methods of literature research and case studies, this paper make a systematic and in-depth study of retail business model in the age of mobile internet, trying to provide new theoretical guidance for the business model innovation of the retail enterprises which face the dual competition of online and offline, helping the retail enterprises facing online and offline dual competition to build the right business model to compete in the futureIn this paper, the research is only an exploratory research on academic. Because of the limited personal knowledge level, and now on business model innovation, especially the retail business model innovation of the research is not enough mature, so the research of this paper in many ways is far from profound and comprehensive, it remains to be further in-depth study.