The Study Of Traditional Retail Business Model Innovation In Big Data Era

With the development of information technology, network technology and mobile device technology, big data emerged.In the era of big data, data transmission speed, storage capacity and processing technology has reached unprecedented levels,it can be more convenient to get a variety of data, access to more information and things,people’s lifestyles and production has undergone tremendous change, and then change the environment for business survival.After long-term development, traditional retail business have formed a mature business model,but in the era of big data,a special background,enterprise is facing a series of environment changes like the shock of electronic commerce, consumer demand changes and buying behavior changes,their management, operational efficiency can not enable enterprises to better development, traditional retail business model is facing serious challenges.Only the traditional retail business model reform and innovation, to make retail enterprises to maintain a competitive advantage and better service to consumers.However,only few research on the retail business model in big data era,existing researches have only concerned about the changes on the customer value proposition.So,this paper through the literature methodology and logical analytic method,in order to the business model theory and the basic theory of big data, summed up the traditional retail business model.The model consists of three interfaces and three elements,including customer interface, business interface, vendor interfaces, value proposition, commodity circulation process and relation network.Then specific analysis the impact of big data on the traditional retail business model and try to reform the traditional retail business model.In terms of value proposition,understanding customer needs by increasing the channels of communication with customers,then improve the ways of goods and services provision, finally achieve customer personalized custom. In terms of commodity circulation process,through the implementation of internal information technology and the use of advanced equipment, establish data sharing system to enhance communication between the various sectors of commodity circulation, reduce costs, improve efficiency.In terms of relation network,build customer relationship management system, make better relationship with customers, improve relations with suppliers through data sharing, and establish strategic alliances channels with different industries enterprise to create more opportunities for businesses.Through the innovation of each constituent element,eventually achieve entire business model innovation.