The Research On Building The Competitiveadvantage Of Retail Enterprise By Disruptive Innovation Theory

Retail enterprise is one of important organizational form in the circulation area. Its survival has always been concerned by academics, business and government. Building a competitive advantage by innovation has always been considered an effective way. So this article introduces a specific dynamic theory of management– Disruptive innovation theory, in order to help retail enterprise to build a competitive advantage. Disruptive innovation theory has been regarded as strategy for developing countries since it has been proposed. And it is an effective foundation for small and new companies strangling for big companies. Disruptive innovation effects retail enterprise through two points. The first step is that it can help business to find marketing position– potential profit. The second step is that it can damage old compete rule so that small enterprise can make maintain innovation on the new rules to compete big enterprises, forming new competitive advantages. Retail enterprise gets the goal by three disruptive technology replacement. The development of 7-11 convenience stores confirms the point.China is a big producing and consumer country. Local retail enterprises have always imitated foreign retail enterprises. The degree of self-innovation is also relatively low. But technology and capital have been accumulated. Now changes in population characteristics of China's consumption provide the basis conditions. The development of retail enterprises in China has great practical significance, not only to help our industrial restructuring, The development of retail enterprises in China has great practical significance, not only to help our industrial restructuring, a consumption-driven economic growth, providing jobs, and to be able to help the local retail business growth.