Research On The Strategic Management Of Enterprises Under The Background Of New Retail

Since the fourth information revolution,the popularity of e-commerce has brought great impact on the traditional retail business model and business model.It has become an inevitable choice for enterprises to reconstruct and organize the production,distribution and sales system of commodities by making full use of the large data and psychological knowledge collected by the Internet and using the latest research tools such as artificial intelligence.In order to maintain core competitiveness in the new business environment,traditional enterprises represented by Suning have been transformed and upgraded.The biggest change is to transform their position from the original brand retailer of household appliances to the service provider of Suning cloud platform.It is an inevitable requirement and trend for enterprises to break the traditional retail sales channels and transform them into online and offline integration mode.Traditional offline stores have higher operating costs because of rent and staffing facilities allocation,so product pricing is much higher than online channels.Under the background of new retail,online and offline offer the same terminal price,but under the same price,we must rebuild the business model and business structure to survive in the fierce market competition.To dig out the advantages of offline stores as a supplement and extension of online stores,and to understand the integration under the new retail background more deeply,is the latest requirement and the inevitable way to explore for the strategic management and transformation of enterprises.Based on the theory of industrial life cycle,this paper makes a detailed analysis of the characteristics and characteristics of Suning's enterprise transformation in the context of new retail business from its initial establishment to the current stage of the life cycle of the transformation of cloud merchants.At the same time,the situation analysis method is used to further analyze the advantages and disadvantages of Suning,so as to better understand the competitive environment and its own development stage.Through the analysis of the reasons,process and effect of the transformation of Suning,the positive significance of enterprise transformation is obtained.