Research On The Value Creation Path And Effect Of The New Retailing Of Chongqing Department Store

With the continuous progress of social productivity in China,people’s consumption demand and ability have entered a new stage,and traditional retail enterprises mainly based on offline models have been greatly impacted by online retail.Driven by multiple pressures,many traditional retail enterprises are beginning to embark on a path of transformation,actively integrating with the Internet to adapt to the new consumer trends.At present,although many traditional retail enterprises have piece by piece accomplished their transformation,there are still certain difficulties in achieving the integration of online and offline sales.Retail enterprises urgently need to find new ways to achieve value creation.This thesis selects Chongqing Department Store as the research object,explores and analyzes the transformation drivers of the new retail model of Chongqing Department Store from both internal and external aspects,and sorts out the development process of the new retail model of Chongqing Department Store according to relevant data.It explores Chongqing Department Store’s new retail model value creation path from the four main factors affecting value creation: technology,platform,community and customisation;combined with the value creation path of new retail model,the value creation effect of the new retail model of Chongqing Department Store is evaluated from three aspects:business performance,business development,and customer stickiness.The research findings are as follows:(1)Under the new retail model,Chongqing Department Store mainly realizes value creation through three paths: comprehensively promoting digital intelligence,accelerating business innovation,and improving customer perception;(2)After the transformation of Chongqing Department Store to a new retail model,its profitability has improved,its business format has developed steadily,and its customer stickiness has increased.In general,the new retail model has brought positive value creation effects to Chongqing Department Store,enabling it to achieve digital rejuvenation from a low point,and bringing more opportunities for the development of Chongqing Department Store.