Research Of Transformation And Updating From Traditional Retail Industry To O2O Model

In recent years, with the impulse of the Internet and mobile Internet, the booming development of the network retail industry has greatly influenced the traditional retail industry.Now, for traditional retail industry, it has indicated a slowdown trend in sales volume, operation revenue, operation profit and so on. The development of electronic commerce not only hinders the development of the traditional retail industry, but also changes the buying habits of the consumers. Traditional retail industry needs to transform to the Internet to save itself. However, fast development of the Internet has made B2C、C2C upgrade to O2O.O2O has clicked with the sellers and consumers for its online to offline business and high turnover. So O2O model has become the best model for the traditional retail industry to transform to.Although we have come into a conclusion that the traditional retail industry should transform to020model from the point of the theoretical analysis, they are not enough. In order to help the traditional retail company solve difficulties and better understand the020model, the article use DEA method and SWOT analysis method to analysis from the point of the below:First of all, in order to provide data support to the traditional retail company, the article selects46retail listing corporation, use DEA method to do empirical analysis. Based on C-2R and BC-2model, the article use DEAP2.1to estimate the technical effiency、pure technical efficiency and scale efficiency of the corporation. Based on Malmquist model, the article estimates the total factor productivity and its resolved productivity and come into the final conclusion:the efficiency of the corporation who adopt020model is better than those who don’t, and after the corporation use020model, both the technical efficiency and the total factor productivity have an obviously improvement. Secondly, the article use SWOT analytical method analysis the strengths、weakness、opportunity and threat of the coporation transform to020model. All in all, the strength outweights the weakness and the opportunity outweights the threat, there is a broad development space for traditional company to transform to020.020model hasn’t risen for a long time, most of the companies are just testing the water for020, different problems exist in the transformation. The article deeply analysis different problem that are exist in the transformation, such as scale problem、online and offline operation problem、credibility problem and so on. Also the article gives the suggestions to the government supervision, traditional retail companies and the third party O2O platform. Give a long-term strategy for the traditional retail company better use O2O model to transform.