Internet Environment Retail Business Model Innovation

With the development of the Internet-based network economy, the business model is being given more and more attention. Many unique new business models are emerged and are critical to a company in the fierce competitive environment of the race. Under the internet environment, the traditional retail business's operating environment are changed, there are a lot of opportunities but also some threats for the original business. The original business model has not well adapt to the new competition of the internet economy. So, how to use the Internet for business model innovation to create unique and effective business model has became the dominant in the company's competition. However, the current domestic and international research on the retail business model has still not a more complete and unified framework, research is still in the initial stage, there are still many shortages in the research field. Based on this, this paper attempts to a new perspective on studies of the retail business model innovation.In this paper, logic method, comparative analysis, case studies and inductive method and other combined methods are used, this paper also built the business model of retail research framework and analysis the business model innovation from the perspective of the retail business operations. This paper introduces the changes of the retail business under in the internet environment and the emerging concept of business models and research status, and further research shows the necessity and significance of business models; under the business model of content and retail business operation process, given Retail Business Model definition and define the elements of value proposition, value chain structure, network partnerships, infrastructure, revenue model and so on, in this based this paper proposed business model analysis framework; then, analysis the Internet's influence on retail business elements of business models and business models innovative ways of the elements; Finally, this paper introduced the business model innovation mechanism from the aspects of the innovative objectives and strategies, innovative power system, operation mechanism and real-time feedback mechanism and monitoring, which creates a more complete business model analysis framework.In the internet environment, the traditional retailing enterprise business model are not completely abandon and are not the same as the new network company to build a new business model in the innovation of the business model. Retail enterprises should make full use of Internet technology on business model innovation and improve management results. Retailers should be based on corporate status quo, to develop an appropriate business model innovation mechanism, the creation of innovative corporate culture, develop long-term talent strategy, innovative thinking to develop enterprise mission and vision, to promote the business model innovation. In the meantime, business model innovation is a systematic process, so an favorable culture and systems must be established for retail business model innovation to ensure the success of business model innovation.