Research On Innovation Path Of Unmanned Retail Business Model Based On Grounded Theory

Unmanned retailing is a new online and offline retailing mode based on intelligent technology,which has no operation front-end personnel on duty.It realizes self-service and automatic settlement through the application of intelligent technology,reduces the manual link and analyzes the consumer behavior by collecting the consumption data recorded in the background,so as to comprehensively improve the operation efficiency and purchase experience.It can not only help the retail enterprises to break through the cost dilemma,but also has a profound impact on the traditional retail transformation in China.The research on business model innovation path of new retail formats represented by unmanned retail has become the focus of academia and industry.Firstly,it collates the domestic and foreign literature on the concept of unmanned retail and business model innovation,and then defines the research content and related theories in this paper.Combined with the research theme of business model innovation,it expounds the research object-the related theory and research method of retail industry-the related theory of grounded theory in this paper.Secondly,it collects and sorts out the current situation of the development of the unmanned retail,and analyzes the current business model of the unmanned retail industry,which paves the way for the further study of its business model innovation.Considering the innovative and scattered characteristics of business model innovation research,it analyzes the reasons for choosing procedural grounded theory and unmanned retail as the research object,and obtains the qualitative data for six types of research through two ways.Thirdly,it studies in strict accordance with the standard process of grounded theory in this paper.After using nvivo11 software to encode data in three levels: open coding,spindle encoding and selective coding,150 concepts are extracted,and 34 categories such as industrial environment,social environment,market environment,entrepreneurship and core competence are summarized.Through the further analysis of the relationship between categories,it constructs the innovation path of unmanned retail business model in this paper.Finally,according to the five innovation paths of the unmanned retail business model obtained from the above research,it analyzes the innovation path of the new retail business model with the unmanned retail as the representative business form from the five angles of innovation business logic,innovation marketing strategy,innovation operation mode,broadening the value acquisition dimension and innovation value network in this paper.