| The advent of the Internet era has completely changed the way traditional enterprises develop.By influencing consumers’ consumption habits,the Internet has made enterprises change their original profit models.In the process of development,a single online profit model has exposed many shortcomings,such as low quality,poor business integrity,high return rate,and so on.This has led to a significant decline in consumer satisfaction with online shopping.The O2 O model can effectively solve this problem by combining online and offline,encouraging consumers to experience offline experiences and then go online again.This model is quickly accepted by consumers.In the future,online and offline combination of O2 O profit model Form will be the new trend of retail development.This article takes the traditional retail trade transformation O2 O pattern as the background,taking the retail industry existing profit pattern as the breakthrough point,systematically analyzes the O2 O pattern and the industry present situation correspondence,and through the thorough research to the case,Summarize the transformation strategy of O 2O profit mode of traditional retail enterprises.First of all,this article combs the related literature and the theory concept,expounds the profit mode,the "O2O+Omni-Channel" pattern and the traditional retail trade transformation O2 O pattern necessity.Secondly,taking Gome retailing as an example,this paper studies the process of Gome’s transformation of O2 O by case analysis and contrast analysis.The process of transformation and development,the implementation of business operation strategy and the economic benefits of in-depth and specific research.Finally,some suggestions are put forward to improve the profit model of "O2O+Omni-Channel" in Gome retailing transformation.Through the research on the motivation,effect and financial impact of Gome retailing transformation,it is found that the main reason for the success of Gome retailing transformation lies in its in-depth investigation of the environment and industry development trend of the enterprise before the transformation.In this paper,the O2 O model is innovated by combining the advantages of its own offline stores,and the "O2O+Omni-Channel" mode,which is more in line with the actual development of the enterprise,is put forward.It is also found that "O2O+Omni-Channel" can improve the profitability of enterprises through the increase of sales contacts,the innovation of profit points and the control of costs,and the all-channel O2 O model is more suitable for physical store regulation under a certain line.Model of the retail industry.Finally,according to the actual situation of Gome retail,this paper puts forward the deficiency of "O2O+Omni-Channel" mode in the process of transformation: channel conflict,insufficient platform competitiveness,cost risk,financing risk and so on,and puts forward some suggestions for improvement.In this paper,the causes,development process,achievement results and financial impact of Gome retail to construct "O2O+Omni-Channel" profit model are analyzed in depth,and the reasons for its successful transformation are discussed.In order to other traditional retailing transformation to play a certain reference role,to help traditional enterprises to achieve the transformation of profit mode. |
