MBA教育中心知识库

2016年，马云在阿里云栖大会上首次提出“新零售”概念，随后零售业的创新受到了社会各界的关注。“新零售”是以互联网为基础，在合理应用人工智能、大数据的基础上，对商品的销售、流通、生产过程进行相应的调整，进而确定相应的生态圈与业态模式，使现代物流的线下体验与线上服务零售模式进行较好的结合。

本文在“新零售”背景下，以商业模式六要素理论和顾客价值理论为理论基础，对海底捞模式进行相应的探究。首先，阐述本文的研究现状、背景、意义、相关概念及理论后，随后对海底捞的发展历程和现状进行分析，基于波特五力模型分析海底捞经营环境，依据商业模式六要素理论从定位、业务系统、关键资源、盈利模式、现金流结构和企业价值分析海底捞的商业模式，分析海底捞商业模式存在的问题，发现海底捞快速扩张带来风险、服务水平参差不齐、经营成本居高不下、产品存在安全隐患、产品配送不够智能化。在此基础上，本文以新零售为背景提出商业模式优化策略：运用新零售策略完善业务定位；合理控制经营成本；运用新技术升级转型；增强公司发展盈利水平；提高食品安全管理。最后提出了加强内部控制、完善员工激励机制、打造优秀团队、保持企业文化的保障措施。本文的研究有助于海底捞进一步提高自身优势和经营水平，并且对于同类餐饮企业也有一定的借鉴意义。

In 2016, Jack Ma put forward the concept of "new retail" for the first time at the Alibaba cloud conference, and then the innovation of retail industry attracted the attention of all walks of life. "New retail" is a new retail mode based on the Internet, apply artificial intelligence, big data and other advanced technical means to upgrade the production, the sales and circulation process, and on the basis of reshaping the ecological structure system, combine the offline experience of modern logistics with online services.

Under the background of "new retail", this paper studies the business model of Haidilao based on the theory of six elements of business model and customer value. This paper first introduces the research background and significance, research status at home and abroad, related concepts and theories, and then analyzes the development process and current situation of undersea fishing. And based on the five forces model, further analyze the business environment of undersea fishing. According to the six elements theory of business model, this paper analyzes the business model of undersea fishing from positioning, business system, key resources, profit model, cash flow structure and enterprise value Based on the analysis of the problems existing in the business model of undersea fishing, it is found that the rapid expansion of undersea fishing brings risks, uneven service levels, high operating costs, potential safety hazards of products, and product distribution is not intelligent enough. On this basis, based on the background of new retail, this paper puts forward business model optimization strategies: using the new retail strategy to improve business positioning; reasonably controlling operating costs; using new technology to upgrade and transform; enhancing the company's development profitability; improving food safety management. Finally, it puts forward the safeguard measures of strengthening internal control, improving employee incentive mechanism, building excellent team and maintaining corporate culture. The research of this paper will help Haidilao to further improve its own advantages and management level, and also has certain reference significance for similar catering enterprises.