| Since the fourth information revolution,e-commerce has ushered in rapid development.As a food retail e-commerce company,T company has made full use of Internet traffic and entered explosive growth with the leisure food industry.However,when the network dividend gradually disappeared,the growth of the company began to face difficulties.Due to the increase of online customer acquisition cost and the lack of offline entity support,the performance growth of the company directly stagnated and even the decline of net profit.At a time when the company is at a loss,new retail has opened a new door for its development.T e-commerce company has carried out a series of transformations with the help of new retail and the power of capital.With the help of literature research,case study and comparative analysis,this thesis analyzes the whole process of T company’s business model transformation,starts with the basic situation of T company,collects the data in the practice of transformation and upgrading,analyzes the motivation behind the company’s transformation,and then makes a systematic analysis of T company’s transformation process and the new business model after transformation,Finally,it analyzes the transformation and implementation effect of T company’s business model from the financial and non-financial perspectives.The specific methods are as follows.Firstly,sort out the relevant literature at home and abroad on new retail,business model and business model transformation,analyze the research on the development theory of business model at home and abroad,extract the key factors related to the transformation and development of retail enterprises under new retail,summarize the analysis framework of transformation and development model,and summarize the research theory and performance evaluation methods of new business model,so as to seek theoretical support for this research.Secondly,by combing the development process of T company,this thesis clarifies the problems existing in the business model before the transformation,analyzes the internal and external causes of its transformation in combination with the market background such as its own problems,the industry and consumers outside the enterprise,clarifies the various realities faced by T company,analyzes the crises that may bring to the enterprise,and paves the way for the analysis of the next enterprise transformation process.Thirdly,the transformation process of T company is analyzed by using the "people and goods yard" theory of new retail enterprise transformation,and the practices of T company in meeting user needs,product R & D and online and offline Omni-channel layout are analyzed from the perspective of "people,goods and yard".Then,using the business model canvas and combined with the current actual situation of T company,this thesis analyzes the value proposition,core resources,key business,important cooperation,customer segmentation,channel,customer relationship,cost structure and income source of the nine elements in the transformed new business model,focusing on the value proposition,core resources,important cooperation In the four aspects of channel access,the IP operation,diversified product matrix construction,all channel layout on one main,two wings and three sides,all link quality control and digital supply chain management are analyzed in detail.Based on the systematic analysis,the new business model of T company is drawn according to the nine elements of the business model canvas.Then,it analyzes the implementation effect of the new business model and compares the value changes before and after the company transformation.From the perspective of enterprise value,this thesis divides the transformation performance into static results and future value creativity,and analyzes the two aspects of enterprise transformation performance from the perspectives of Finance and non-finance.The static results analyze the changes of profitability,operation ability,solvency and growth ability with the help of financial indicators,and the future value is analyzed through the company’s brand value,channel ability and market performance.Finally,it summarizes the research results and deficiencies of this thesis,and comes to the conclusion that the transformation is helpful to improve the growth ability of the company,and can indeed solve some problems of the company before the transformation.In addition,combined with the actual situation of the company and the new retail development trend,this thesis puts forward relevant suggestions for the enterprise itself and peer enterprises,and looks forward to the future of the industry. |
