Department Store Industry Business Model’s Change And Innovation Under The E-commerce Environment

The retail is an important part of connection between production and consumption, and is an important part of the national economy.But with the changes in supply and demand in the market and people’s spending habits,especially with the development of information technology and network economy, Store-based traditional retail business suffer a huge impact.In order to meet the challenges of the Internet age, many traditional retail businesses are seeking transformation.But the transformation of traditional retail is not some wind along in the process of transformation will encounter a variety of challenges.However, traditional retail is not a smooth transition, in the process of transformation will encounter a variety of challenges.Chinese department store industry is an important traditional retail industry form, which has a long history of development.In recent years, the development of the department store industry is currently experiencing low market concentration,homogeneity serious, intense market competition and other issues.Also under the current macroeconomic downturn, the impact of online shopping and the impact of persistently high operating costs, so that the development of the department store industry is facing a severe situation.The current the joint operation mode has more and more obvious shortcomings.Changing the current business model is an important way to break through the department store industry’s current financial difficulties.This paper is divided into six chapters total.The first chapter is an introduction,which discusses the background and significance of research, review relevant research,content and key issues to be addressed, research methods and technical route.he second chapter is the theoretical basis, primarily sorting out retail combing theory,value chain theory, supply chain theory, marketing theory. The third chapter,development of China’s retail industry and problems of the department store industry reviews the development history of the department store industry, analysis the main issues and the impact of the traditional department store industry encountered online retail department store.The fifth chapter based on the value chain for all aspects of the reconstruction of the department to adjust the value chain and innovation, including sales channels, supply chain and marketing innovation, and made a change and innovation safeguards. The sixth chapter is the conclusion and prospect research, summarize the thesis to identify innovations, future research prospects.From the perspective of the development of the foreign department stores,self-support mode is main business model of department, yet which maintain high profitability of the important reasons. The current Chinese department store is the joint operation mode, but which only maintain low profitability.Gradually to the self-support model transformation is an important way of promoting the Chinese department out. Especially in the e-commerce environment,department change with the core of self-support model need to reconstruct internal and external value chain structure.In the self-mode supply chain management links and marketing channels,marketing is the key to value chain change.Under the new mode, the original entity stores management transform to Omni-Channel, make full use of network platform to promote integration of online channels,and make full use of network platform to promote integration of online and offline channels.Supply chain management link requires innovation of procurement patterns, logistics and information technology,and establish customer requirements for a new mode of supply chain management.Through marketing innovation, department establish differentiated brand image and resolve conflicts prices online and offline, and launch new promotions. In order to carry out the business model change and innovation, department need to provide security in organizational structure, corporate culture and personnel training,etc.