A Study Of Chain Supermarket Business Model Innovation Under The Background Of Digital Technology Revolution In Transitional China

With the rise of digital technology and the Internet,a large number of high-tech companies have created business miracles through new business models.The business model is the carrier and foundation for the company to carry out business activities.Innovation in business models has become the foundation for sustainable corporate development.Digital technology represented by big data,Internet of Things,artificial intelligence,cloud computing,etc.has brought profound changes to science and technology,economic industry and the whole society.It has had a profound impact on traditional business models and prompted enterprises to question and innovate.Even subvert the original business model to adapt to new market competition.At present,the business model of China's chain supermarkets is characterized by the continuous expansion of chain operations,diversification of industry formats,brightening of fresh-keeping operations,active mergers and acquisitions,tight capital integration,and increased development of private brands,but there are also market positioning.Unclear,unclear target customers,lack of innovation in private brand development,high cost of procurement logistics and distribution,single sales promotion,poor customer relationship management,unstable balance with partners,inflexible organizational structure,profit model Not enough,and so on.Under the "new normal" of China's macro-economy facing "growth slowdown" and "structural adjustment",the growth rate of end consumer demand slowed down,and the overall prosperity of the supermarket industry declined,ushered in a reshuffle integration period.Based on this,this paper takes the digital technology revolution and the reform and transformation of supermarket chains as the background of thinking,takes the innovation demand of domestic supermarket chain business model as the premise,uses literature research and related theory to summarize the development of digital technology,the connotation of business model,the operation characteristics of chain supermarkets.From the five aspects of customer value proposition,value chain structure,relationship network structure,organizational structure and profit model ofchain supermarkets,this paper analyzes the ways of exploring the innovation of chain supermarket business model and constructs a chain supermarket.Research framework for business model innovation.This paper analyzes the status quo of the supermarket chain business model,existing problems and the impact of digital technology on the business model of supermarket chains.Based on the experience of domestic and international supermarket chain business models,this paper uses Yonghui Supermarket as a case to compare research methods and Questionnaire survey,person interviews,etc.,compare and analyze the original business model and business model innovation method of Yonghui Supermarket,summarize the influence of digital technology on Yonghui supermarket business model innovation,and seek the method of chain supermarket business model innovation under the background of digital technology revolution To provide guidance for the transformation and upgrading of the retail industry,to better cope with the new demands and new competition under the background of the digital technology revolution,and to cultivate national supermarket chains has certain theoretical and practical significance.