Research On O2O Profit Model Optimization Of Home Appliance Retail Enterprises From The Perspective Of Value Chain

With the rapid development of e-commerce and the Internet economy,the changes in consumption concepts and methods have presented new challenges to the traditional real economy.In 2016,the General Office of the State Council officially issued the “Opinions on Promoting the Transformation of Entity Retail Innovation”,clearly indicating the instructions for building online and offline integration to build a new retail structure,and proposing the strategy of guiding the physical retail enterprises to integrate the advantages of offline logistics,service and experience with online business flow,capital flow and information flow.This opinion is an important program for the national government to encourage retail enterprises to interact online and offline and implement the O2 O model transformation at the macro market level,further accelerating the integration and innovation of the Internet and traditional industries.As an intermediate link in the industrial chain that serves both production and consumption,home appliance retailers have an increasing penetration of online platforms,and at the same time have the natural advantages of offline store networks.Their own architecture has certain adaptability to the layout O2 O model.It has gradually become the representative of traditional retail enterprises to implement the O2 O model transformation.The scientific and reasonable profit model can better realize the interests of suppliers,enterprises and consumers in the value chain.The O2 O profit model is an important measure to promote home appliance retail enterprises to play a stable supply chain system and customer base,and effectively integrate resources.The essence of the profit model is a value creation process,and the company's strategic goal is gradually shifted from profit maximization to value maximization.As a basic tool to determine the competitive advantage of enterprises and to find competitive methods to enhance the strength of enterprises,value chain theory puts value creation activities linked within and outside the enterprise into an overall dimension for analysis.Therefore,this paper introduces value chain theory to profit model.It is advisable to conduct research.However,most of the researches in this field are directed at traditional production enterprises and e-commerce B2 C enterprises.There is relatively little research on O2 O profit model for online and offline integration,and there is no value chain system construction based on value creation perspective for O2 O profit model.As the case of China's large-scale traditional home appliance retailing enterprise,GA Electric Appliances actively promotes corporate transformation and continuous innovation and optimization of profitability in the context of the Internet and emerging technology,focusing on “stores + e-commerce + retail service providers”.The concept lays out the O2 O profit model combining online and offline.Based on the value chain theory,this paper takes the value creation mechanism as the core and GA's business activities as the carrier.Firstly,it constructs a value chain analysis framework that adapts to the O2 O model and GA's characteristics.Secondly,through the analysis and evaluation of the five elements of the profit model and the four core financial capability indicators of the enterprise,the qualitative and quantitative dimensions are embedded in the analysis of the GA's O2 O profit model.Furthermore,based on the analysis results,the current GA's defects in the profit model are pointed out,and the causes of the problems are summarized.Finally,standing in the perspective of internal,horizontal and vertical three-dimensional value chain,aiming at optimizing the GA's O2 O profit model,it has reference and practical value for the development of O2 O model and the improvement of profitability of traditional retail enterprises.