Research On The Cultivation Of Competitive Advantage Of Retail Enterprises In Shandong Based On "Big Data"

With the Internet,social networking platforms and mobile Internet and other new technologies are applied to people's daily work and study,everyone will produce a lot of data every moment.The total amount of information data showed exponential growth,indicating the arrival of the era of big data,which will have an effect on people's life style and mode of operation of the enterprise,especially on the retail industry.On the one hand,the impact of big data on the retail industry will lead tooperating difficulties of retailers,and the emergence of retail closed shop tide round after round,but on the other hand,it brings opportunities for the retail industry.After the explosive growth of traditional retail enterprises and electricity supplier companies,both of them entered the bottleneck period,and the big data provided power for their further development.These shocks have been widely concerned by enterprises,experts and scholars,who have begun a tentative research and analysis on the study of large data and retail enterprises.The research on the theory and application of big data in western countries has made some achievements,and has formed certain advantage.However,with the deepening of China's reform and opening up,and the continuous improvement of science and technology in China,our country has begun further study in the field of big data.Relevant technology and experience of combining big data applications and the retail industry is still lagging behind,therefore,in the new economic environment,the problems of how to solve the understanding of big data,how to understand the impact of big data on retail enterprises,and how to understand the transformation and upgrading of retail enterprises to ensure competitive advantage and some other issues are also more urgent.Firstly,this paper analyzed and summarized the current situation of the research on big data and the theory of competitive advantage.Then,this paper studied the current situation,development characteristics and existing problems of Shandong's retail industry,and found that there are some problems in the management mode,marketing means,technical talents and Internet utilization capacity of Shandong retail industry.Then,the constitution dimensions of big data were divided into the integration of resources,advanced technical analysis and real-time prediction,and the influence of each dimension on competitive advantage,and the theoretical model constructing big data and competitive factors.Based on the investigation into Shandong commercial group,this paper used case studymethod,This paper analyzed the case of Shandong commercial group on the basis of the theoretical model,and verified the influence of the three dimensions of big data on the competitive advantage of retail enterprises.Finally,from the perspective of big data,the paper put forward the path of cultivating competitive advantage of retail enterprises from levels of government and enterprise.From the government level this paper put forward theses two paths:first,improving the large data and e-commerce policies and regulations;second,improving the relevant supporting infrastructure and services.From enterprise level,the following seven paths are put forward: first,the use of large data analysis,improving the efficiency of the strategic decision-making;second,optimizing operation management,improving operational efficiency,reducing operating costs;third,the layout of the whole channel,promoting full channel integration;fourth,optimizing the warehouse logistics management;fifth,marketing model innovation;sixth,optimizing the shop management;seventh,improving customer loyalty.