Research On The Omni-Channel Growth Path Of Retail Enterprises

With the advent of the omni channel era,consumers have replaced enterprises and become the main body of the retail industry chain.Enterprises that have not yet carried out omni-channel operation need to clarify the direction and steps of omni-channel transformation;Enterprises that have laid out all channels need to optimize and improve their existing strategies.At present,the relevant research on the retail industry is mainly based on the basic concepts.Therefore,there is an urgent need to put forward a paradigm growth path for retail enterprises to refer to when carrying out omni-channel operation,so as to help retail enterprises carry out omni-channel operation better and faster.Using the inductive research method,this research summarizes the existing problems of retail enterprises in developing or deepening omni-channel operation by analyzing the relevant literature and the latest information on the topics of omni-channel retail and enterprise growth path;At the same time,combined with resource-based theory and resource patchwork theory,this research constructs a theoretical model with internal matching and external matching as independent variables,omni-channel operation as regulatory variables and enterprise performance as dependent variables,using the actual operation data of China’s retail enterprises to demonstrate the growth path of the paradigm that can be used as a reference for retail enterprises to carry out omni-channel operation.At the same time,this study analyzes the successful experience and failure lessons of Suning in the process of omni-channel operation from the perspective of enterprise practice,and provides strategic suggestions for enterprises on the basis of paradigm growth path.Through the combination of qualitative and quantitative analysis,this research complements the shortcomings of omni-channel retail in theoretical research,provides planned guidance for retail enterprises to carry out omni-channel practice,and is conducive to the extensive realization of omni-channel operation and benign development of retail enterprises.