The Research On The Impact Of "New Retail" Business Model On Customer Value

In the era of mobile Internet,new technologies such as big data,cloud computing,and the Internet of things are widely used,the traditional retail industry is facing unprecedented challenges.The offline physical stores and online e-commerce platforms are seeking deep-seated cooperation to carry out in-depth integration,resulting in new retail formats,and “new retail” came into being.The exploration of the "new retail" business model has gradually become the focus of business and scholars.At the same time,in the era of increasingly personalized and diversified customer needs,customers play multiple roles such as co-developers,operators,and co-creators of value,instead of passive consumer role.So this paper discusses the relationship between the "new retail" business model and customer value from the perspective of customers.Based on the business model theory and customer value theory,firstly,this paper analyzes the connotation,structure,and elements of the “new retail” business model,constructs a theoretical model,take "new retail" business model as independent variable and take customer value as dependent variable.Secondly,it designs and issues questionnaire,uses SPSS 23.0 to process the 215 valid questionnaires,and verifies hypothesis by empirical analysis.Finally,the conclusion of this paper is drawn: The "new retail" business model has a positive effect on the improvement of customer value,It is reflected in that the value proposition,business activity system,and profitability of the“new retail” business model can effectively reduce the total customer cost.At present,most researches on business models is based on the perspective of the enterprise to study the impact of business models on corporate performance.Based on a detailed analysis of the "new retail" business model,this paper incorporates the "new retail" business model and customer value into a research framework,empirical test of the relationship.In the research sense,on the one hand,this study enriches the research on the business model and customer value,and provides a certain reference for follow-up research;On the other hand,the research conclusions deepen the thinking of retailers on their own business model,make them pay more attention to the deep needs of customers inthe process of building business models,focus on the optimization of the omni-channel operating platform,use “new technologies” such as big data and artificial intelligence.