Research On The Home Electric Appliance Retail Platform Enterprise Profit Model Transformation

With the competition of home appliance retail market intensifying, the profit space of home appliance retail platform enterprises continuously squeezed, so these enterprises must accelerate their profit model transformation, in order to gain more profit in the fierce competition environment and realize better and more sustainable development.Firstly, this paper sums up the existing literature, and by analyzing related theory of profit model and retail platform on current home appliances retail platform enterprises, points out the problems existing in the current profit model of home appliance retail platform enterprises.Secondly,according to the characteristics of the home appliance retail platform enterprises,this paper puts forward the profit model transformation framework of home appliance retail platform enterprises,analyzesits structure chart and the network embedded ability in profit model transformation,and studies the implementation mechanism,that is realizing the profit model transformation of home appliance retail platform enterprises, on the basis. The structure chart includes the shift of customer segment,value proposition,key business and profit barrier.The above-mentioned analysis on the framework and implementation mechanism provides theoretical basis for the profit model transformation of home appliance retail platform enterprises. Lastly,the thesis chooses SUNING COMMERCE GROUP CO., LTD as a typical case to support and confirm the points of the topic.