| Due to the influence of various factors such as economic environment and Internet trend,the rise of Internet economy has impacted the original marketing channels and traditional business models,and has greatly affected most of the real retail enterprises.It can be seen that the importance of the business model can only survive in this market by continuously innovating the business model to adapt to changes in the environment to form unique competitive advantages and creating new market values on this basis.With various technologies being innovated again and again in the Internet era,the management thinking of the Internet was once constantly updated in the retail industry.Now,in the general trend of the Internet,the bottom of the Internet traffic bonus makes every e-commerce practitioner feel crisis.The concept of " new retail mode" has been put forward and given new forms of expression by major retail enterprises again and again."New Retail" is a new business model centered on user experience under the background of the continuous development of Internet,big data,cloud computing and other technologies.It is conducive to win-win results both online and offline,and is a new trend of retail development in China.Starting from the development status of online and offline retailing,based on the concept of retailing business model,this paper further introduces and explains the concept,characteristics and core points of " new retailing" model,and preliminarily expounds the current situation and future development trend of " new retailing",which to a certain extent improves the understanding of enterprises on the development law of retailing in the transformation process of seeking innovative paths,and lays a theoretical foundation for the case analysis in the following article.Secondly,on the basis of previous theoretical research,through the selection of Suning Yunshang and Jingdong Mall enterprises,which are representative of China's e-commerce retail industry,as cases for analysis and research in this paper,the interpretation of their new retail mode and comparative analysis of their operating conditions are analyzed,and the advantages and problems of the transformation of the new business mode are learned through multi-angle research and analysis on how to transform and upgrade the two under the background of the " new retail" mode.At the same time of analyzing the suggestions of optimization and upgrading of its transformation,it is understood how an enterprise can skillfully transform the traditional retail operation mode of direct contact between physical stores and customers and the mode of " online+offline+logistics" in the context f business model innovation to obtain the three driving forces embedded in the " new retail" mode(1)product driving(2)channel driving(3)audience driving;On this basis,through the way of issuing questionnaires,the path basis for innovation of the "new retail" model was learned from the 491 questionnaires.Finally,the conclusion of this paper is that under the general trend of " new retail" transformation,innovation is attempted from the following six paths:(1)the integration of innovative resources and the opening of online to offline;(2)innovate targeted user experience;(3)innovative logistics system and enterprise resource planning(ERP)system;(4)innovate the big data operation crowd and strengthen brand loyalty;(5)Innovating enterprise relationship network;(6)Innovating diversified profit models.On this basis,it also puts forward some methods that can promote this innovative path:(1)overcoming information asymmetry to expand service consumption;(2)reduce transaction costs and increase transaction behavior;(3)Flattening production and consumption and changing industrial structure;(4)Self-service and mutual aid services are increasing.Reasonable and clever use of implementation methods to further implement the path of innovation and complete the continuous innovation of business models to obtain more market share and benefits. |
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