The Study Of Business Model Innovation Of Retail Industry Under "Internet+" In China

The rapid development of economy and technology in “Internet +” era has promoted the update of infrastructure and the change of consumption concept,and the supply-side reform policy demands the supply structure to be adaptable and flexible towards the change of consumer demand.As the terminal part who can touch consumers directly,the retail industry is most sensitive to the change of consumer demand and has the most profound cognition to the consumer demand.Since the new retailing concept of “Internet+ retailing” has been put forward,it has aroused wide concern of the academic circle and the practical circle,and it provides a direction of development for retailing industry.However,traditional retail business models have showed a series of conditions that do not adapt to the new environment.This paper attempts to study the specific methods of business model innovation in the new environment trend of retail enterprises from the perspective of factor innovation.First of all,the paper reviewed the research results of business model theory and business model innovation theory at home and abroad,and then summed up the research route and emphases of the article,and then combed the theory of business model,business model innovatioin,the concepts of new retailing and “Internet +” to lay a theoretical foundation for the following research.Secondly,based on the necessity and feasibility of the business model innovation,this paper analyzed the motives of the innovation of retail business model in the “Internet+” environment,and pointed out the outstanding problems in the retail business model in China at present.Thirdly,combining with the observation and summary of the practical business activities of the retail enterprises,this paper put forward the “1-3-8” composing system of the retail business model from the aspect of component elements,defining the constituent elements and clarified the logical relationship between the elements.Then,the paper studied the “1-3-8” composing system innovation of retailing business model under the environment of “Internet +” from the angle of factor innovation,and put forward that the value proposition innovation is the starting point of retail business model,and constructed an innovation effect evaluation system.Finally,the paper chose a new retail representative enterprise HemaXian as a case,verified and made the innovation effect evaluation on the element innovation method of the “1-3-8” composing system of the retail business model,and forecastedthe future research according to the evaluation result.