| With the development of network media environment, the online retail has become a huge business, which is a threat to the overlord status of traditional retailers in retail industry, but which also play an important role in the accelerating development of retail industry. There are many difficulties happened to the traditional retailers during the development of their online retail channel, such as the constraint of habitual thoughts, the inexpertness of the new network technologies and the Omni-channel operation model is still hard to carry out. It is urgent for the traditional trailers to change their operation model.Combining the theoretical research and case analysis, from the perspective of Omni-media theory, this paper which based on the analysis of the development of traditional retailers discussed how to change the operation model of traditional retailers under the network media environment. Study showed that we have lived in the Omni-media age, the value of prosumer is much more important than any other time in our retail history. The traditional trailer need to put the prosumer in top consideration for their own sake during the sales process. Utilizing the dominant position at the offline retail and with the help of Omni-media communication which combined with communication subject, communication method and communication content, the traditional trailers who can build the Omni-channel operation model to develop their own business by using the advantages of network media communication, such as mobile network tools and so on.There are two innovation points of this paper, such as the systematic research on the development of traditional retailers under the perspective of network media environment, learning the advanced experiences of foreign traditional retailers Omni-channel operation method development and leading the development of our own traditional trailers based on the study of relevant cases. |
