| Under the trend of the rapid popularization of online shopping,the rise of “new retail”and the upgrading of residents’ consumption,the leisure food industry has developed rapidly,the scale of which having been expanding in recent years with the characteristics of numerous numbers,fast speed,and constantly changing in the developing process of the industry.As a result,it has become a “growth leader” in the industry of fast-moving consumer goods.This thesis studies of leisure food industry on the base of business model and from the perspective of business model,which provides valuable reference to the development of leisure food industry in the new background.This thesis makes a comprehensive review of the research status of leisure food,business models and related theories and summarizes the research status of leisure food industry at home and abroad in recent years firstly,which mainly focuses on the study of the present situation and the development directions,marketing strategies and models.The research status of business model is mainly divided into the analysis of its definition and elements.The discuss on the new retail is mainly about its influence on the business model.On this basis,the industrial chain theory and business model canvas theory are selected as the theoretical basis and research tools of the thesis.Secondly,the thesis describes the definition of leisure food,summarizes its characteristics and classifies it.This thesis evaluates its business environment from factors of market influencing,factors of industry influencing,the key trends of industry developing and factors of macroeconomic.Then,the paper makes an introduction to the industrial chain of the leisure food and introduces the conventional mode of the business mode of the industry of the leisure food and the business mode under the background of the new retail.By analyzing,we have got a conclusion that it’s the SPA mode which is the most suitable mode for the industry under the background of the new retail to develop.At last,we take BESTORE as an example to make a research on the application tothe business mode and make suggestions on the mode about developing and the guarantee on the developing.The suggestions put forward in this thesis on the development of the business model of the leisure food under the background of new retail are as follows: the first one is that the production model of C2 B should be achieved and the mass personalized customization should be explored;the second one is that the industrial boundary need extending and ]more attention should be paid to the safety of food;the third one is that the investment in enterprises’ R&D need continuously increasing and full-round support should be given to science,technology and talents;the fourth one is that the online and offline barriers can be removed to ensure the same price for all channels;the fifth one is that the enterprises should actively broaden sales channels and enter overseas markets.The thesis also points out the three directions that traditional leisure food enterprises need to pay attention to under the background of new retail:the first one is that they should focus on customers and carry out differential management;the second one is that they should increase investment in science and technology and plough the industrial chain;the third one is that they should strengthen the construction of channels and improve the ability of responding. |
