Research On The Impact Of Big Data On The Business Model Of Red Star Macalline Group

Over the past decade,the progress of big data technology and the development of Internet technology have spawned a series of emerging industries,which have had a far-reaching impact on all walks of life represented by the home industry.Big data is affecting the business ecology of enterprises in various ways.It has become the basic background of business model innovation and an important driving force of business model innovation.As the home decoration industry enters the era of big data,the home decoration industry represented by red star Macalline has taken the express train of big data,innovated the business model,tapped user needs and improved user experience,which has largely alleviated the customer pain points commonly existing in the original industry.Big data technology has spawned a customer-centered value proposition,injected new vitality into the home retail industry represented by red star Macalline,and enriched its means of value creation.Since 2018,the growth rate of residential commercial housing sales area has gradually decreased,and the low and stable growth will become the trend for some time in the future.Real estate has entered the stock era,and the correlation between furniture manufacturing industry and real estate has gradually weakened.The mining of household demand in the stock market will be the core of the household industry.Since 2020,influenced by COVID-19,many industries in China have been hit by different degrees,and the home decoration industry has also been hit hard.Under the double blow of COVID-19 and real estate industry downturn,it is particularly important for home decoration industry to innovate business mode through big data technology.The research object selected in this thesis is red star Macalline,a leading home shopping mall operator in China.Red Star Macalline is a typical enterprise that effectively integrates its own business model with big data technology by actively innovating its business model and laying out new retail formats while deepening its business in core stores.Therefore,the research on the business model innovation of the enterprise under the background of big data technology has important theoretical and practical significance for the development of the home industry.Combined with the literature at home and abroad,through literature research and case analysis,this thesis deeply analyzes the impact of big data on the business model innovation of Red Star Macalline,and explores the specific application mode and effect of big data in the home decoration and home furnishing industry along the path of value proposition,value creation,value transmission and value acquisition.Firstly,this thesis expounds the theory of business model innovation and how big data drives business model innovation,and extracts the innovation mechanism from the perspective of value creation.Secondly,the business model canvas is used to analyze the business model of Red Star Macalline,and the motivation of its business model innovation is analyzed.Then,based on the perspective of value creation,this thesis analyzes and expounds the path of Red Star Macalline’s application of big data for business model innovation.Thirdly,it evaluates the effect of business model innovation of Red Star Macalline from multiple dimensions.Finally,it comes to the conclusion that big data subverts the value proposition of Red Star Macalline,innovates its business process and enhances its profitability.This thesis gives the Enlightenment on how to apply big data to business model innovation in the home decoration industry: the key is to use big data to mine customer needs,expand business channels,accelerate the construction of big data platform,realize the deep integration of online and offline,fully tap their own resources,and optimize the efficiency of resource allocation by using big data.