Research On Business Model Innovation Of Traditional Online Retail Enterprises Under The Background Of "New Retail"

Since the birth of e-commerce in the 1990 s,the high-speed growth of it has greatly impacted the traditional retail forms during the past 30 years.China's e-commerce economy has also achieved sustained high-speed growth.However,with the intensification of industry competition,shortcomings of the traditional e-commerce,such as the upgrading of consumer structure,the tightening of policy supervision,the poor shopping experience,the prevalence of counterfeit and shoddy products,are emerging and become the bottleneck of the rapid growth of traditional e-commerce.The transformation and upgrading is imminent.At this time,the concept of "New Retail" was proposed and caused widespread discussion and attention.Some traditional online retail representative enterprises have begun to carry out business model innovations and explore "New Retail" road.Therefore,under the background of "New Retail",the researches on business model innovations can provide new ideas for traditional online retail enterprises,which are of great significance for them to adapt to the new development environment.This dissertation takes the traditional online retail enterprises as the research object,and carries on the analysis and studies to their business model innovations under the background of "New Retail",so as to provide some experience and enlightenment for their transformation and development.This dissertation puts forward an analytical framework for business model innovation by organizing the researcher's connotation traits of "New Retail",the definition of business model,the elements and innovations of business model.This dissertation studies business model innovations from the four elements--value proposition,value creation,value transmission and value realization.The representative enterprise--"Freshhema" of Alibaba Group is analyzed as a case,and its business model innovation is studied and evaluated.Combined with theoretical analysis and case study,we obtain the business model innovation strategies of traditional online retail enterprises under the background of "New Retail",which may provide some reference for the "New Retail" road of traditional online retail enterprises.