Research On Omni Channel Retailing Transformation And Effect Of Rainbow Under The Background Of Digital Economy

With the rapid development of digital technology and the Internet,digital economy has become an important driving force to promote the rapid development of national economy.In this context,the living standard and consumption habits of Chinese residents have undergone significant changes,and gradually tend to consume through online channels.The development of the digital economy has promoted the popularization of e-commerce and information media,which has had a dramatic impact on the physical retail industry,which has only one front-line channel.In this case,in order to solve the crisis faced and find a new profit model,the entity retail enterprises have to implement the strategy of omni channel retailing transformation,and the development of new digital technology has brought technical support for the transformation of the entity retail industry.Omni channel retailing is based on the R&D and investment of digital technology,and the resources of each channel are reasonably allocated and set.This is not only the separate construction and layout of online and offline channels,but also the integration and upgrading of all channels,so as to provide customers with new value services in an all-round way.Therefore,it is of great theoretical significance and application value to study the omni channel retailing transformation of physical retail enterprises.This paper takes Rainbow,a benchmark enterprise in China’s real retail industry,as the research object,and adopts the case study method to study its omni channel retailing transformation under the background of the digital economy.Rainbow began to carry out omni channel retailing transformation in 2013.After nearly a decade of transformation,it has become a new type of retail enterprise with integrated online and offline development.The omni channel retailing transformation has been basically completed.First of all,this paper found problems on the basis of literature review at home and abroad,in order to build an analytical framework and research ideas.Secondly,based on the relevant concepts of omni channel retailing transformation and resource dependence theory,process reengineering theory and contingency theory,the question is raised to study whether the transformation of omni channel retailing model of physical retail enterprises can bring stability and sustainable profit growth to the company.Then,a specific case study is conducted to analyze the transformation motivation,transformation stage,measures and transformation path of Rainbow’s omni channel retailing.Thirdly,based on the specific implementation of the transformation,the paper summarizes the mechanism of the influence of Rainbow’s omni channel retailing transformation on enterprise performance,and on this basis,selects relevant financial indicators and non-financial indicators to conduct a multifaceted evaluation analysis on the effect of Rainbow’s omni channel retailing transformation before and after.Finally,through the analysis and evaluation of the effect of enterprise transformation,the conclusion that the omni channel retailing transformation of Rainbow Shares can promote enterprise cost reduction and efficiency increase,drive enterprise innovation and development,and effectively improve enterprise performance is drawn,and relevant research enlightenment is obtained,hoping to provide some reference for other enterprises in the same industry in transformation.