Research On The Construction Of RGB Home Appliance Retail Enterprises’ Business Model In Cambodia

In recent years, home electrical appliance retail enterprise developed rapidly and achieved remarkable sales growth and market promotion. The development of home electrical appliances retail enterprise in Cambodia is closely related to the improvement of Cambodian living standards and change in consumer attitudes. Cambodian consumer spending level has improved and consumers pay more attention to health and more and more people have the pursuit of a better quality of life. There are all causes of the home electrical appliances retail enterprise in Cambodia to grow slowly. Development of a few years, home appliances industry product also change rapidly, the homogenization of products has been unable to meet the needs of consumers. Faced with the fierce market competition, in the face of growing consumer demand, the consumers will pay more attention to the production differentiation, individualization.In this paper, the business model elements of Cambodia RGB home appliance retail enterprise are defined as the customer value proposition, profit model, the key resources and the key processes, and forming the basic analysis frame of the business model. Then, introducing the typical obstacles to the implementation of Cambodia RGB home appliance retail enterprises’business model. The main obstacles to the implementation of the business model are proposed as, the demands changing of consumers and competitive environment, financing difficulties, lagging in network marketing technology, business model is easy to be imitated by competitors, and the lack of professional talent. On this basic, the proposed implementation of Cambodia RGB home appliance retail business model strategy to solve the obstacles, including focus on service and product quality, to broaden the financing, increasing technology investment and improving the network operation, innovative own business model, and improving talent’s quality in business. Through these five elements will solve the problems and obstacles in the implementation of RGB home appliance retail enterprises, and give its solution strategies and ways.There are two main research methods in this paper:literature research method and case study method. Case study is about researching Cambodia RGB home appliance retail enterprise. On the one hand, these researches provide the new perspective for Cambodia RGB home appliance retail enterprise, which will enrich the theories of business model to suggest and research approaches are provided for the following research. On the other hand, from the need of management practice, it can provide more clear strategy of construction and enable enterprises to grasp the dynamics of construction process comprehensively. It will improve the core competitiveness of companies continuously from creating new profit space and making RGB home appliance retail to challenge with foreign companies.