Research On Digital Transformation Of Traditional Retail Enterprises Based On Maturity Model

In 2016,at the G20 summit in Hangzhou,China,the G20 proposed the concept of “digital economy”,and more and more companies are embarking on the road of digital transformation.For the development of the digital transformation of the retail industry,Ma Yun first proposed the concept of “new retail” in 2016.The new digital technology of big data and cloud computing has brought new opportunities for the development of the retail industry.However,due to the rising cost of storefronts,the aging of service models,and the impact of e-commerce,China's traditional retail enterprises have been in trouble in recent years.Digital transformation is both an opportunity and a challenge for traditional retail companies.How to help China's traditional retail enterprises to emerge in the predicament,better digital transformation work will be an important problem.This paper first analyzes the status quo of traditional retail industry and finds that traditional retail enterprises in China are affected by e-commerce.In recent years,the development has been slow,the operation process is costly,the efficiency is low,and the effective use of data is lacking.Next,based on the research of previous scholars and their own understanding,this paper constructs the digital maturity model of retail enterprises,and divides the digital transformation of retail enterprises into five stages,from strategic management,technology application,business process and organizational culture.The dimension evaluates the status quo of the digital transformation of retail enterprises,and provides strategic suggestions for the development of each stage.At the same time,the questionnaire is designed to carry out the evaluation.Then,this paper analyzes the case of digital transformation of Rainbow Mall and proposes a process reengineering solution based on digitalization of supply chain.Finally,based on the research results,this paper puts forward some suggestions for the transformation of retail enterprises,and hopes to help the digital transformation of retail enterprises.