The Innovation of the Retail Business Model Based on the Big Data

摘要: 大数据对零售企业的影响日益增加，如何实现大数据与零售型企业商业模式创新的有效结合成为热点问题。本文基于商业模式的构成要素，对价值主张、价值创造、价值维护、价值实现四个单元进行分析，详细论证大数据对商业模式创新的影响。明析在此过程中存在的风险，提出零售企业数字化转型三步走战略以及对风险的规避。

关键词：大数据， 商业模式， 零售业， 创新

Abstract:The impact of big data on retail companies is increasing. How to realize the effective combination of big data and retail business models has become a hot issue. Based on the constituent elements, the paper carries out innovative analysis on four elements, including value proposition, value creation, value maintenance, and value realization. Typical cases will be mentioned in each unit to demonstrate the impact of big data on the innovation of business model. Finally, it proposes a three-step strategy for the digital transformation of retail enterprises, as well as the risk aversion.

Key words: Big Data, Business Models, Retail, Innovation

Introduction

In the era of information explosion, a large number of companies that rely on big data to innovate business models have sprung up, like Alibaba, Walmart, Google and etc. By looking into the examples of these successful business model innovations, we can know that “big data” has become the basic background of business model innovation. Digital transformation is taking place in all walks of life.

The Orange Business Services commissioned by PWC(price water house coopers)to publish a white paper on digitization of the retail industry shows that by 2020, China will have surpassed the United States, becoming the largest e-commerce consumer market in the world. By then, China’s B2C e-commerce sales will have been expected to reach US$1.668 billion. Facing the fierce market competition,  products and services have failed to promote the development of retail industry.The traditional retail industry is facing unprecedented challenges, and the application of big data is the only way out.

This article is to explore the ways of the retail business model innovation based on “big data” through analysis of successful cases from the perspective of the constituent elements of the business model. It aims to provide an idea for retail companies to conduct business model innovation in the "big data" era.