Research On Business Model Innovation Of Retail Enterprise Internet Era

With the rapid development of Internet information technology, network marketing and electronic business platform is a strong impact on the traditional retail marketing model, causing profound changes in the commercial format. At this stage, deepening the study of business model innovation and leading the transformation and development of the retail industry has important practical significance and theoretical value. First of all, the government encouraged enterprises to actively embrace the "Internet plus". All walks of life also actively carry out the Internet plus strategy, making use of the Internet platform, combine traditional industries in all walks of life and Internet together to create a new format in new areas. At the same time, the central government proposed to vigorously promote the initiatives of supply-side reforms, advocate promoting structural adjustment in the way of reform from the point of improving the quality of supply, eliminate excess capacity, correct distortion of factors allocation, expand the effective supply, improve the adaptation and flexibility of the supply structure to the changes of demand, improve the total factor productivity to better meet the needs of the broad masses of the people, and promote the sustained and healthy development of economy and society. Secondly, the revolution of information technology provides a reliable technical support and development space for business model innovation. In today's digital era, network and mobile communication technology is changing human production and life style in a full range, consumer demand also showed changes in personality, autonomy, complexity, objectively requiring our retail enterprises to adapt to the diversification of consumption and personalized new situation, accelerate the innovation of business model, enhance the competitive advantage of the industry.Business model is the foundation of enterprise management innovation and technology innovation. A good business model is the foundation for business survival, but so far, academic connotation of business model definition has not yet reached a consensus. Most scholars tend to see business model as an efficient and high-speed operative system composed of a number of elements. The system can provide overall solutions that help achieve competitive advantages and profitable objectives for enterprises. So what is the business model of the retail business? We know that Carrefour is a typical representative of large retail enterprises. This paper will analyze several business models that Chinese retail enterprises went through from Carrefour's different development stages in China. The first phase of Carrefour China was free expansion mode; the second stage was the centralized separation mode, which separates business operation and purchasing;the third stage was pure channel profit model. Using different models at different stages is based on different external environments, internal resources and capabilities. Using different models at different stages is a strategic innovation, a reliable structural system and a combination of system arrangement for integrating the organization itself, customers and supply chain partners, employees, shareholders or stakeholders to obtain excess profits.Based on the basic connotation and theoretical framework of business model, the paper analyzes Carrefour's course of development in China and the characteristics of business model in different stages. According to the status and characteristics of domestic and foreign retail enterprises'business models, the paper puts forward the path selection and development strategy for Carrefour's business model innovation. The author believes that in the Internet plus era, Carrefour which is in the predicament, must boldly and resolutely carry out enterprise management innovation, establish database, integrate the supply chain system, optimize the community business ecosystem and develop an innovative business model path in the new era, which is a digital omni-channel model. This is the core idea of this paper, and also the solution for current China's traditional retailers to walk out of predicament.