A Case Study On The Influencing Factors And Mechanism Of Service Innovation In Regional Mobile Phone Chain Retail Enterprises Under The Background Of New Retail

In recent years,offline retail stores have experienced a "store closing tide",some shopkeepers think that they have been greatly impacted by online retail.In fact,the impact of online retail on offline stores does exist,but online retail also faces the problems of high drain cost,product quality and credit,and a large number of online stores are closed.No matter online or offline,when it is difficult to go independently,the two sides start to try to integrate.Especially for the traditional enterprises which have been established for decades,they need to return to the essence of retail as a service,combine online retail,carry the rapid development of high-tech,and re-examine the consumer demand.In the new retail era,the phenomenon of product homogeneity is serious,especially for the mobile phone chain retail industry,product brands are more and more concentrated,price convergence,one of the means that can reflect enterprise differentiation and brand effect is retail service.However,the inherent standard service is very difficult to "circle powder".Therefore,enterprises will take service innovation as the starting point of the new retail era and adhere to consumers.In recent years,scholars at home and abroad have carried out a series of research on retail service and service innovation,among which the research on the causes of service innovation and service quality gap from the perspective of service driving force has always been the focus of the research,but it seldom involves the analysis of retail service quality and efficiency from the perspective of specific content and process of service innovation in the context of new retail,especially based on specific cases Enterprises,combined with the specific factors such as driving,process,content and guarantee,should further explore.In this study,the background is limited to the regional mobile phone chain retail enterprises under the new retail background.Five typical offline stores and one onlinemall of YDTX company are taken as the research objects,and the case study paradigm is strictly followed to explore the influencing factors and mechanism of service innovation in different customer interfaces of service innovation generation and implementation.First of all,this study combs the existing literature and theory of service innovation influencing factors,and then summarizes the theoretical framework of this study.Secondly,follow the case study paradigm,select the regional representative and typical case samples under the new retail background,in the different interface of service innovation production and implementation,verify the influencing factors one by one,and analyze the dynamic evolution of influencing factors.Finally,it explores the influencing factors and mechanism of service innovation of regional mobile phone chain retail enterprises under the background of new retail.First,the influencing factors of service innovation of regional mobile phone chain retail enterprises under the background of new retail include service innovation driving factors,service innovation process factors,service innovation content factors and Service Innovation Guarantee factors.Second,there are significant differences in the service innovation factors of regional mobile phone chain retail enterprises in different customer interfaces under the background of new retail.The driving factors are mainly the service innovation of offline store interface and online online sales interface.The process factors are more significant than the other two interfaces.The content factors are the integration interface of online and offline services The leading factor of service innovation,and the supporting factors play the role of ensuring the continuous and efficient service innovation in the three customer interfaces.