| In the new retail era,while offline physical store business is hindered from growing,online dividends are also disappearing.Both online retailers and offline retailers have understood that the transition must be urgent if they want to maintain the company's long-term sustainable development.The biggest core point of enterprise transformation lies in how to achieve seamless connection between corporate network business and physical business.By using modern technologies such as big data to personalize the positioning and services of customers' products,and by strengthening the shopping experience of customers,a good Continuous improvement of operating efficiency and performance.The inevitable trend of transformation is clear,but the confusion of most retail companies is how to implement it into the overall work.SUNING.COM is a leader in China's retail industry and a pioneer and practitioner of new retail transformation.In 2018,SUNING.COM took the first place in the ranking of the top 100 chain stores,and at the same time,led a new model of the domestic retail industry.Taking SUNING.COM as a representative,analyzing the performance of the company under the new retail model can provide inspiration and reference for the transformation of the same industry.This article takes SUNING.COM 's new retail transformation case as a research object.After undergoing O2 O transformation in 2013,SUNING.COM successively carried out new retail transformation in 2016.What is its performance after the transformation? By combining the literature research method and case study method,the effects of SUNING.COM 's new retail transformation are evaluated.This article first analyzes and organizes the concepts and motivations of corporate transformation and the connotation of new retail,and organizes the concepts and related theoretical foundations of enterprise performance evaluation.Second,it sorts out the situation in the same industry of SUNING.COM and lays the foundation for case analysis after the thesis.;Again,a brief introduction to SUNING.COM,analyzing its development history,exploring the reasons for SUNING.COM 's new retail transformation,andstrategies for the new retail stage;finally,a balanced scorecard model was selected to measure the effect of SUNING.COM 's new retail transformation.Finally,the conclusion of this article is that the performance fluctuation range of SUNING.COM is in line with the characteristics of its transition period;the new retail transformation strategy is suitable for the development of the company in this case,and the results of the transformation are slowly emerging;Poor,more needs to be enhanced in the future;customer satisfaction should be paid attention to.Finally,based on the conclusions of the case study,I make suggestions: SUNING.COM should be determined to continue to launch into new retail;in the process,it should continuously improve the company's distribution services to speed up the flow of inventory;enhance the flow of receivables and speed up its turnover Speed,focus more on customer satisfaction.In addition,companies that want to make a transformation should refer to but do not completely imitate the transformation path of SUNING.COM,and explore transformation strategies that include "self advantages";during the transformation,they should focus on observing the trend of performance changes. |
PDF Full Text Request