Research On The Choice Of "Internet+" Transformation Business Model Innovation Strategy Of Fmcg Enterprises

In recent years,with the rapid development and accelerated application of Internet,the global economy has entered the Internet era.Facing the huge impact of all aspects of the Internet,all walks of life are transforming and upgrading through the innovation of business model.FMCG enterprises are closely associated with people's daily life.What should be done by using the advantages of the Internet to develop "Internet +" transformation,and improve the market competitiveness of enterprises and accelerate the enterprise growth? What is the relationship between their "Internet+" transformation and business model innovation? What strategies can enterprises adopt to improve the success rate of “Internet+” business model innovation and transformation upgrading? The research on these problems is of great theoretical and practical significance for the high quality development FMCG enterprises in China.At first,the writer reviews the connotation and characteristics of "Internet+",the concept of business model and its contained elements,and the connotation of business model innovation,as well as to the specific industry based on the literature of the Internet business model innovation.The writer adopts qualitative research methods.Based on a detailed analysis of the characteristics of FMCG industry and enterprises,and the problems faced with FMCG industry and enterprises under the background of the Internet,the writer dig into the effects of the "Internet +" on the three systems,nine main factors of FMCG enterprises business model,and reveals the FMCG enterprises "Internet+" transformation is the essential connotation of business model innovation,and build the "Internet+" transformation business model innovation paths of FMCG enterprises.This writer makes a concrete analysis on the case of "Internet +" transformation project of Y company.The writer finds that the essential connotation of "Internet+" transformation is the business model innovation.The strategy of "Internet+" transformation business model innovation of FMCG enterprises mainly includes brand driven,personalized customization driven,online and offline dual channel integration driven and supply chain coordination driven;The "Internet+" transformation can be the first to adopt the brand Internet to reshape the driving strategy,and can be carried out relatively independently.In the transformation of "Internet +",the enterprises should give priority to the coordinated driving strategy of supply chain.Online and offline dual channel integration strategy and personalized customization strategy should be considered based on the business development stage.This study further expands the application of "Internet+" business model innovation in specific industries,which is of positive significance for guiding the transformation and upgrading of enterprises.