Research on the impact of business model on customer value under the background of new retail -take YONGHUI SUPERSTORES as an example

Authors

รศ.ดร.อภิรดา ชิณประทีป

Published

The 15th International Conference on the Regional Innovation and Cooperation in Asia (RICA) under theme of “The Future of Asia: The Asian Economy after Covid-19 Pandemi

Abstract

In the mobile Internet era, new technologies such as big data, cloud computing, and the Internet of Things are widely used. As a result, the traditional retail industry is facing unprecedented challenges. Offline brick-and-mortar stores and online e-commerce platforms seek in-depth cooperation and integration to form a new retail business model, and the “new retail” has emerged. Exploring new retail business models has gradually become the focus of enterprises and scholars. This study examines the relationship between new retail business models and customer value from the customer’s perspective, taking Yonghui Superstores as an example.

Based on the business model and customer value theory, this study analyzes the connotation, structure, and elements of the “new retail” business model.

Based on the specific analysis of the “new retail” business model, this study brings the “new retail” business model and customer value into the research framework and empirically tests the relationship.

The multiple linear regression equation was established by taking the business model elements as the independent variables and customer value as the dependent variable. Then the questionnaire for this paper was designed and distributed through various channels, the 223 questionnaires returned were processed, and the model was validated through empirical analysis. The conclusion is that the “new retail” business model positively enhances customer value.

In terms of research significance, the research results have deepened the thinking of retail enterprises about their business models, making them pay more attention to the deep-seated needs of customers in the process of building their business models and attaching importance to the optimization of omnichannel operation platforms and the application of “new technologies” such as big data and artificial intelligence.

Research on the impact of business model on customer value under the background of new retail -take YONGHUI SUPERSTORES as an example. Online, The 15th International Conference on the Regional Innovation and Cooperation in Asia (RICA) under theme of “The Future of Asia: The Asian Economy after Covid-19 Pandemi (204-213).