Research On Business Model Innovation Of Omni-channel Retail Of H Company

The advent of mobile Internet era and the application of digital technology have changed people’s way of life and social business environment,and the retail industry,which is dominated by goods and services,has been greatly impacted.Omni-channel has broken the traditional business model of the retail industry and has become the new direction of the retail industry.Retail enterprises have launched active exploration in omni-channel,The development of omni-channel retail has also gradually changed from large integrated retail enterprises to small and medium-sized,vertical segmentation retailers.For these retail enterprises,due to their different industry characteristics,they face great challenges in the development of omni-channel,and many enterprises fail due to improper business model reform.Therefore,the research on what stage of development of enterprises to carry out omni-channel and how to efficiently achieve omni-channel business model innovation is of great practical guidance for the survival and development of retail enterprises.Company H,a representative Mother & Baby Retailers in the Chinese retail vertical,was chosen as a case study for this thesis.Firstly,literature analysis was adopted to sort out and analyze the literature based on omni-channel retail,business model innovation and value creation,so as to determine the research issues and perspectives.Secondly,In-depth interviews were conducted with employees of H Company through interview method,and field investigations were conducted on physical stores and online shopping malls,and relevant information was sorted out and classified.Again,the case study method was used to compare and analyse the dynamic evolution of Company H’s business model in its three core development stages since its inception.The value logic of the business model in different stages was analysed in four dimensions: value proposition,value creation,value acquisition and value delivery,and the innovation consciousness and comprehensive capability developed during the evolution of Company H’s business model were identified.The focus is on the static analysis of Company H’s business model at this stage from the elemental level,operational level and financial performance,while the fuzzy comprehensive evaluation method is used to evaluate Company H’s business model,so as to comprehensively and systematically identify the advantages and problems of Company H’s business model.Finally,the motivation of Company H’s business model innovation is analysed,and the value creation theory is used as the core foundation to build a business model innovation framework with dual attributes in combination with business elements,and then relevant suggestions are put forward for the business model innovation of Company H’s omni-channel retailing.The research in this thesis focuses on the optimisation of value creation in the omni-channel retail business model.The study of Company H’s business model innovation takes into account the fact that business models are dynamic and continuous,and are multi-stage and multi-dimensional integrated innovations.Based on value creation theory,it is proposed that the business model innovation is carried out by taking digitalisation as the core and combining the characteristics of vertical retailers to innovate the value proposition in terms of products and services;changing the value delivery dilemma of Company H in terms of content operation and shop operation strategy based on the physical business;and building an omni-channel business ecosystem with the advantage of existing resources.To solve the problems of unbalanced channel development,unreasonable allocation of commodity structure,deficiencies in business model and low degree of openness of business model of Company H.This study remedies the problem of a single perspective of omni-channel retailing research and enriches the application of value creation theory to business model innovation of retail enterprises,so as to provide reference for the business model innovation practice of omni-channel retailing in the retail industry.