Research On The Business Model Transformation Of B Company Under The Digital Background

With the changes of the Internet era,profound changes have taken place in the model of economic development,which has changed from the chain form into the parallel form that based on digital search.Under the digital background,digital development is bound to bring about disruptive changes in all industries.Compared with the Internet unicorn enterprises such as Taobao,Pinduoduo which base on big data and precise push sales model,traditional home appliance sales enterprises still follow production by order and store retailing sales model.There are many home appliance brands and products in the domestic market,products homogenize,competing each other fiercely.Price wars are frequently ignited,the profit margin of traditional home appliance retailing is shrinking,business model urgently needs transformations,otherwise,home appliance sales enterprises will be easy to be eliminated by The Times.Digitalization is an inevitable trend,exploring effective and suitable business model has become an important research subject.Nowadays,most home appliance retail enterprises are innovating and practicing the business model in the digital background,however,restricted by many factors,it has not formed a clear and complete business model.There are only a few literatures that use the theoretical tools of business model for systematic analysis and research.So,home appliance retail enterprises urgently need to explore the way to transform from pure sales to service of overall home life solutions,then form a new profit highland,and enter the blue sea of enterprise development in a new chapter.On the basis of previous studies,this paper try to analyze the current situation of traditional home appliance retail market.And then analyze B company’s operating status and existing business model,through SWOT to analysis B company’s business model’s advantages,disadvantages,opportunities and threats,use Alexander business model theory,construct new business models suitable for B company under the digital background.At last,make the effective evaluation of the new business model,and put forward the implementation of the new business model guarantee suggestions.Wish to provide a useful reference to the enterprise managements,and practical reference to home appliance industry.