Research On O2O Business Model Of Jiangning Wanda Shopping Center

In recent years, the domain of electronic commerce in our country has obtained great achievement, during the period of short six years, the network retail business in our country has increased about 34 times. However, compare to the vigorous development of network retail, the sales speed of traditional chain retail enterprises are slowing down and the profit of theirs' declined generally. With the proposing of "Internet+" action plan by Prime Minister Li Keqiang in the Government Work Report of Third session of the Twelve National People's Congress. As the new business model, Online To Offline (hereafter refers to 020), combined with traditional retail off-line trade and network, it has attracted much attention not only from domestic but also overseas retail enterprises, and now has entered into the stage of exploration and practice.This paper based on the background above, with reference to the classic theoretical conception of traditional business, three aspects regarding to the value creation, delivery and acquires has been studied. It has innovatively proposed the essence of 020 business model is to build a high-efficiency, more convenient business model and to format an inseparable interactivity and reversible two-way flow between the value delivery and acquire, all while under the basis of retail enterprises processing on value innovation. Furthermore, summed up the value creativity of 020 business model to the aspects of retail enterprises' internal management, and reduced the value delivery and acquire to the aspects of retail enterprises'external operation. Combined with the practical experiences of O2O business model of domestic and foreign well-known large chain retail enterprises, deeply excavates the talent loss and performance decline issues of Dalian Wanda Group (hereafter refer to Wanda) in the 020 business model development process since 2012, then it analyzed the reasons of eight shortcomings from the two aspects of internal management (enterprise culture, personnel system, financial process, leadership system) and external operation (profit model, member platform, network hardware, logistics system) of JiangNing Wanda's 020 business model, and provided constructive advices for the development of Wanda's 020 business model, and also provided theoretical and practical basis for the transformation and upgrading of domestic same-type traditional retail enterprises.