An Exploratory Study On The Change Of Competition Landscape By Strategic Entrepreneurship Under The New Retail Background

Driven by consumption upgrading and technology upgrading,transformation and development has become the main theme of our country’s economy and society.China’s new retail is emerging.Not only has the traditional retail format been deeply changed,but also the traditional retail format has been profoundly transformed,the format structure and the ecosystem of retail have been reshaped,and new retail has become an important way to release China’s huge consumption potential and turn to high-quality development.Based on the theory of Strategic Entrepreneurship and dynamic competition,this study constructs a two-dimensional competition landscape analysis model with market commonness and capacity equivalence as the coordinate axis.Then,a multi-case study paradigm is adopted to further explore how strategic entrepreneurship affects the change of the competitive landscape in the new retail context through the comparative analysis of new retail enterprises and traditional retail enterprises.In the first group of cases,taking the traditional retail enterprise Huiyuan juice as the reference frame,the new retail enterprise Angel’s orange achieves the destructive change of the competition landscape through strategic entrepreneurship and brings new business forms,redefines the business logic of the juice industry,promotes the transformation and upgrading of the industry,and realizes the deviant development under the circumstance of the limit of the industry.Although Huiyuan juice has also carried out strategic entrepreneurship,it has not realized the change of competition landscape.The connotation logic behind this explanation is as follows: all the core of Huiyuan juice’s strategic entrepreneurship lies in the construction of competitive advantages,which is the continuation of the traditional development path.However,when the external environment changes,due to the lack ofrecognition and control of new opportunities,the law of smile curve is inevitable.In the second group of cases,Beijing Sanyuanli food market is taken as the reference frame,but the focus of this group of case studies is inconsistent with the first group explaining how strategic entrepreneurship can drive destructive changes in the competitive landscape.The core idea of this group is to reveal how strategic entrepreneurship affects the destructive and gradual change of competition landscape.Strategic entrepreneurship provides new ideas for tackling environmental change and solutions for new environmental scenarios.The study found that the implementation logic and effects of strategic entrepreneurship will show heterogeneity due to the nature of the enterprise and different life cycle in which it is located,and the strategic entrepreneurship of a company is a dynamic balance between the use of entrepreneurial thinking to develop strategies and strategic entrepreneurial activities Strategic entrepreneurship to promote the change of the competitive landscape will be an important force in the transformation and upgrading of the industry.The two conclusions are the dual interaction between the enterprise layer and the industry layer.Finally,the research returns to the new retail,pointing out that the transformation of the new retail to the traditional retail is a gradual and destructive integration.The research helps to reveal the unique paradigm and path of innovation of a large number of enterprises in China.Its management practice is of great significance in guiding the landing of strategic entrepreneurship and the realization of the adaptation between the gradual competition landscape and the destructive change.The transformation and upgrading of retail enterprises provides a reference model and provides more theoretical and practical possibilities for the exploration of new retail.