Research On The Impact Of Business Model Innovation On The Competitive Advantage Of Retail Enterprises

With the development of knowledge economy era,market competition is becoming more and more fierce.Innovation has become the key factor for enterprises to maintain long-term competitive advantage.In the "Internet plus" environment,the development of information technology is to change rapidly,if business managers want to maintain the vitality and vigor of the enterprise in the wave of competition,they must carry out reform and innovation,in order to adapt to the changing market environment.Nowadays,the characteristics of information globalization and individuation of products and services are becoming more and more obvious,facing the complicated business environment and diversified competition modes,the construction,improvement and innovation of enterprise business model have become the most important of many enterprises.Therefore,the thesis is based on the research results of scholars at home and abroad,and the influence of business mode innovation on the competitive advantage of the retailing industry is studied,and "Internet plus" environment how to effect them is explored in the thesis.Firstly,the research background is introduced in this thesis,and the research significance is also put forward.On the basis of analyzing and introducing the research results of scholars at home and abroad,the basic framework of the thesis is constructed,and then the research content and research methods is put forward.Secondly,the related theories of business model innovation,dynamic capability and enterprise competitive advantage are introduced in the thesis,laying the foundation for the research of the paper.According to the research results of scholars at home and abroad,some relevant research hypotheses are put forward: business model innovation has a positive effect on the competitive advantage of enterprises,business model innovation has a positive effect on the dynamic capability of enterprise,the dynamic capability of enterprises has a positive influence on the competitive advantage of enterprises,the dynamic capabilities of enterprises play an intermediary role in the impact of business model innovation on the competitive advantage of enterprises,"Internet plus" environment play an regulating ole in the impact of business model innovation on the competitive advantage of enterprises.Thus,the conceptual model is constructed which concludes taking the dynamic capability of the enterprise as the intermediary variable,business model innovation as independent variable,competitive advantage of enterprise as dependent variableand "Internet plus" environment as regulated variable.The related data about the influence of business model innovation on enterprise competitive advantage is collected by questionnaire in the thesis,the results of SPSS test shows that the reliability and validity of the questionnaire are good,then the structural equation model is used to test the hypothesis.From this,the research results are discussed from five aspects: business model innovation and enterprise competitive advantage,business model innovation and enterprise dynamic ability,enterprise dynamic ability and enterprise competitive advantage,enterprise dynamic ability intermediary role and environment variable adjustment function.At last,some management suggestions are put forward in the thesis to improve the competitive advantage of enterprises from three aspects,which include attach importance to business model innovation,enhance enterprise dynamic capabilities and combine the "Internet plus" environment with business model innovation closely...