A Study On The Business Model Of Multinational Retail Enterprises In China Under The New Retail Environment

With the rapid development of Internet information technology,many changes have taken place in consumers’ purchasing behaviors,living habits,and communication methods.This makes it difficult for traditional retail sales models to match consumers’ new consumer demands.Consumers want to seamlessly interface across multiple channels and get different shopping experiences across different channels,including physical stores,online stores,social stores,mobile stores,and more.As a result,physical retailing must realign channels,while also involving systemic changes in business models.In recent years,some large multinational entity retail enterprises and local entity retail enterprises have begun to seek new development with new retail.However,Chinese local physical retail enterprises are different from multinational retail enterprises in terms of capital capability,supply chain management and resource integration capabilities.Far away,there is also a lack of stamina in the development of new retail,and innovation is absent.Studying the business model changes of multinational entity retail enterprises in the new retail environment in China is of great significance for Chinese local entity retail enterprises to learn from and enhance their competitiveness.The content of this thesis is divided into four parts: the first part introduces the theory of business model and the definition of new retail omni-channel related concepts.The second part discusses the status quo of China’s new retail development and the new retail environment for the business model of multinational entity retail enterprises in China.The third part combines the above theory and influence to analyze the representative entity retail enterprises such as Wal-Mart and Carrefour,which are successful in omni-channel transformation.The fourth part summarizes the same points and differences in the innovation of China’s all-channel business model and provides some suggestions for the omni-channel transformation of Chinese local entity retail enterprises.The conclusions of this thesis are as follows: First of all,due to different resources and inconsistent development orientation,physical retail enterprises are not equal in online and offline integration.They should integrate resources according to the development of enterprises,and develop online and offline models.At the same time,enterprises must pay attention to improving customer experience and services.The local influential e-commerce platform should cooperates to provide customers with a seamless shopping experience.Finally,physical retail enterprises are supposed to adopt a differentiated omni-channel strategy for different formats.Different business enterprises should formulate their own business models and business logic.