| With the repaid development of new information technologies such as the Mobile Internet, Big Data, Cloud Computing and so on, traditional retailers face a new environment-the customer has become "Omni-channel and piecemeal shopper" and E-commerce companies are trying their best to expand offline business. In this context, a gush of many new types of retail channels have effectuated the outbreak of the revolution of the multi-channel retail targeting at multi-channel synergy, leading by the main manufacturers, distributors, logistics providers, information providers and banks, in the main form of the integration between online and offline channels implemented by commercial enterprises, the O2O retail becomes the direction of traditional retailers’transformation. The integration status between online and offline sales channels determines the ability to adapt to market changes in the era of information, which profitability and sustainability are lying in. However, as the lack of knowledge on 020 and successful model, traditional retailers fall into the trouble of o2o transformation.In order to provide an systematic guidance for traditional retailers to transform the 020 Business Model, the paper first defines the O2O transformation as the Business Model Innovation, and then come up with the definition of 020 retail based on the Business Model Theory and a plenty of literatures on O2O. As the key part, the paper structures an idealized 020 retail model by logical and case analysis. The model includes three value dimensions-value proposition, value creation and capture, value realization-and seven key elements-customer segmentation, customer value, key activities, key resources and abilities, cooperation network, revenue model and cost structure. According to this model, the paper explores the dynamic relationships of internal elements through a system dynamics model. In the end, the paper puts forward some suggestions on 020 transformation for traditional retailers. |
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