Research on Innovation of Chain Enterprises from the Perspective of Omni-channel

Abstract

Purpose – In line with the changes in consumer consumption habits and the pursuit of individualized and diversified needs, Omni-channel business models have become a new direction for the transformation and development of traditional retail companies. Design/Methodology/Approach – This paper takes various influencing factors as independent variables, and tends to choose online consumption as the dependent variable. This article divides the independent variables into two levels. The first is the internal level of resident characteristics, including gender, age, average monthly income level, marital status, and average online time. The second is the external level of online consumption, including product prices, product quality, product types, delivery speed, and after-sales service. Findings – Based on a brief introduction to the current situation of Omni-channel transformation of the retail industry and the impact of online retail on the changes in consumer behavior, the article takes three chain retail companies of Weidomei, Guodomei, and Ziyan Foods as examples. Deal with the four aspects of strategy, price system and membership system, and explore the Omni-channel innovation of the business model of food chain retail enterprises. Research Implications – Relevant suggestions are put forward in response to the problems existing in the innovation of the business model of food chain retail enterprises at this stage. Take the innovation of food chain retail companies in the Omni-channel model as a case, in order to provide ideas for food chain retail companies to achieve Omnichannel transformation, and provide a useful reference for the entire chain retail industry.