Abstract:

With the background of China' s retail environment and a literature review on "business models", the paper, inspired by the five business models raised by Alex Osterwalder and Yves Pigneur, argues that "the business model with a multilateral platform based on the industrial chain" will be the future business model of China' s retail development. The foundation of this model, whose critical business prospers with the increase of soft power for competition, is the formation of the multilateral platform, whose operation is supported by the integration of retail trade and retail outlets. To make the business model innovative enough, the following measures should be taken: to maximize and centralize retail enterprises, so that economies of scale can be a basic part of the model' s profit; to modernize the retail business philosophy, so that the operation of the model can be institutionally guaranteed; to implement brand strategy, so that the growth and operation of the model can go on with positive images; to employ the strategy of "going out" to regionalize and internationalize business, so that the model can grow in broad space; to improve the scientific and technological level of management, so that the rapid development of the model can be technically supported; to constantly perfect retail trade, so that the model can be enriched with new content; to conduct moderate pilot tests of new models and reform traditional models with assetlight strategy, so that the model can be with more opportunities to develop.

Key words: Chinese retail trade, innovation of business model, the business model with a multilateral platform