Innovative Research On The New Retail Business Model Of Jingdong

Since the reform and opening up,China's economy has grown in volume,the reform of the new economic system has continued to deepen,and the new business model of the retail industry has become increasingly prominent.How to carry out business model innovation in new changes has become the focus and hotspots of academic and business circles.The focus of this research is that how new retail enterprises analyze business model in new economic environment,to realize enterprise value creation and profitability.Based on the grounded theory,the study conducted a three-level coding study on 179 articles of the Jingdong Group,in about 400,000 words.Finally,72 concepts were extracted and summarized into 14 categories,namely: business philosophy,external environment,strategic direction,market strategy,products and services,key resources,collaborative partners,interest value network,value proposition,value creation,value cost,Value income,customer introduction methods,business model reconstruction.Through the analysis of the relationship between categories,the core category is further refined into the value creation under the transformation of business model,and the Jingdong Group business model innovation path and model are constructed.This study reveals that the changes of business model have an impact on the antecedents of business model innovation,product services,and interest value networks.Based on this,this paper proposes a new retail enterprise business model innovation approach,we must grasp the core and key of business model reconstruction,to reconstruct business model,reconstruct profit model,reconstruct cash flow structure,and use business model to get value realization.