The Omni Channel Business Model Of Henan Lt Co. In The New Retail Era

In the new retail era,the widespread popularity of smart phones and new technologies and consumption patterns driven by the Internet have changed people's places and time of consumption and trading methods.Omni-Channel shopping and cross-border consumption have become the normal life of people,which has brought unprecedented impact on communication operators who rely heavily on channels to develop large-scale consumer marketing services.At the same time,the dividend of user growth that drives the scale development of telecommunication operators has disappeared,and the profit space brought by phone traffic release had peaked.OTT has taken the lead in the fields of social,information content consumption and emerging cloud computing,big data,Internet of things,etc.It is urgent to change the channel business model.However,there are few domestic and foreign studies on the Omni-Channel business model in the new retail era.How to transform the Omni-Channel to realize the new value creation process for operators is still in a chaotic state.Therefore,starting from the impact of the development of the times on the industry,this paper focuses on the transformation of the Omni channel business model of Henan LT which is one of the telecommunication operators in Henan Province,and explores the value creation and acquisition process of the operators in the new retail era.This paper designs and studies the construction and implementation of LT Omni-channel business model in Henan Province by means of literature review,case analysis,analogy analysis,qualitative analysis and practical research.Firstly,starting with the concept of business model and the classification and innovation of its constituent elements,through using the perspective of value chain theory and its evolution law,it draws that the core of business model in the new retail era is the Omni-Channel business model.Then,taking business model as the basic conceptual tool for enterprises to locate and integrate operation structure,value proposition,strategic direction,etc.which is their own variables with internal relevance,and arounding four basic components which are value proposition,value network,value maintenance and value realization,this paper analyses and studies the composition factors and existing problems of the current mode of Omni-Channel for domestic and foreign enterprises and communications operators.Based on the current situation of LT development in Henan Province,this paper designs and implements the omni channel business model,optimizes and improves it according to the implementation effect,and then draws my own conclusions and puts forward corresponding suggestions.The main innovations of this paper are as follows: by summarizing the research results of the concepts and applications of business model and value chain theory,matching and analyzing the current economic development situation,demonstrating the necessity and importance of business model and value chain theory,building a unified framework of business model,and using this theoretical system to re-orientate new retail and omni channel.At the same time,through the close combination of theory and practice,it promotes the innovative transformation of the business model of communications operators,enriches the business model of operators in value creation and value acquisition links and the practical cases of relevant theories such as innovative operation in China.