Research On The Impact Of Online And Offline Integrated Operation Business Model On Enterprise Performance Under The Background Of New Retail

In recent years,with the continuous innovation and upgrading of our economy,the changes of consumption subjects and consumption trends,coupled with the rapid development of new retail,online shopping and experience economy,the bottleneck of online shopping development is highlighted,demographic dividend reaches the bottom,and the lack of shopping experience leads to the trust crisis in the relationship between customer and enterprise.The sharp decline in profits and limited product categories of traditional offline brick-and-mortar stores also lead to limited development and began to extend online.But under the impact of the Internet and experience economy,a large number of companies are starting to seek online synchronous development,began to layout the whole channel business,at the same time,begin to pay close attention to changes in consumer demand,focus on customer experience and build up good relationship between customer and enterprise.For retail enterprises to build an online and offline integration,using the development of the business model is the inevitable option.This thesis uses the case study method,takes Saint Angelo Co.,LTD as the research object,and uses the synergistic effect theory and information asymmetry theory to demonstrate the motivation and specific process of the transformation of the business model of the online and offline integration of Saint Angelo Co.,LTD.Combined with the balanced scorecard,the paper analyzes the influence of the integration of online and offline operations on the performance of the enterprise from the perspectives of finance,customers,internal processes and and development of the enterprise,and finally concludes that the transformation of the business model of the integration of online and offline operations of the Saint Angelo Co.,LTD.has effectively promoted the growth and development of the enterprise’s finance,customers,internal processes,and the enterprise’s business performance has been significantly improved.Based on this,this thesis finally draws relevant enterprises from the online-to-offline integrated operation mode of Saint Angelo Co.,LTD.,in order to provide useful reference for the transformation of the online-to-offline integrated operation business model of other similar domestic enterprises.