Research On The Strategic Transformation Of GOME Retail Group In The Internet Era

In the past decades,the development of the Internet has been rapid and has profoundly affected our work,life,and learning.The popularization of the Internet has also affected the development of the traditional retail industry.Stores,supermarkets,department stores,and large-scale supermarkets have closed down.More and more traditional retail enterprises are undergoing transformation and upgrading in order to seek sustainable development.Among them,the traditional retailers represented by Gome and Suning actively sought to transform themselves.They used the major trend of mobile Internet to organically combine online and offline,continuously explored online marketing channels,optimized the offline store layout,and successfully implemented diversified operations.Strategy has finally achieved positive results.Therefore,this article attempts to take the traditional retail giant GOME Group's successful transformation in the Internet era as an example,through analysis of its transformation measures and transformation effects,to provide reference for the transformation and upgrading of other traditional retail industries.Based on the domestic and foreign literature review and theoretical analysis,this article briefly analyzes the development status of the Gome Group's retail industry and the transformation environment it faces,and explains some of the measures that GOME Group has successfully implemented in its strategic transformation,including the establishment of Gome.Online e-commerce platform,re-division of market and target positioning,different marketing methods for different objects,product types,and technology use are discussed in detail.After that,it analyzed the effects of Gome's transformation,such as the year-on-year increase in main business income and main business profits,the effectiveness of cost and cost control,and the successful implementation of an omni-channel strategy and differentiation strategy.Through the positive results brought by the transformation,the success of Gome's transformation was illustrated.The last part of the thesis is the conclusion and the suggestion part.This part analyzes the conclusion of the thesis and puts forward some simple Suggestions.I strongly wished that through this simple but not plain research,it can promote better transformation and development of the retail industry,and provide some Suggestions and experiences for the transformation of traditional industries.