The Research Of Traditional Retailers O2O Business Model

As China’s reform and opening is entering into a new stage of development, under the background of internet, the mode of “encouraging people to do business creatively and driving innovation” has been started; in the future, each major retail format not only needs to face the constant changes of market environment, but also to adjust the problems generated by the old system, continuously consolidates the basis, regulates the earnings model, and creates an evolution road full of its own management characteristic under the increasingly fierce competition.With the help of the wings of mobile internet, the concept of O2O(online to offline) is setting off an upsurge. It owns advantages both online and offline, integration is the inexorable trend and can be promoted mutually. More and more online retailers select to set up physical experience stores or carry out business and improve services jointly with the physical stores. Online and offline business models are getting more and more difficult to be distinguished obviously.Under the brand-new form, Shandong Inzone Group also faces the same problem. This article summarizes four traditional operation models of the general merchandise industry, which are respectively renting, sale by proxy, joint operation and self-operation; and the new business model O2 O that integrates these four models and combines with on-line operation.Through using SWOT analytical method, the advantages and disadvantages of the main modes of Shandong Inzone Group currently are compared; according to the elements that constitute the business models of retail business, the current situation and the future development orientation of the “online to offline” O2 O business model of Shandong Inzone Group are analyzed and concluded from the aspects of core layer(enterprise strategies), the promotion layer(including enterprise culture, insight, entrepreneurial spirit and innovation ability) and the execution layer(including products, market scope, strategic assets, the organization and management of marketing methods and the supplying network).