In the new era of rapid development of e-commerce and increasingly convenient mobile payment, the online and offline business model is increasingly becoming an important direction for the transformation and upgrading of retail enterprises, affecting the management and investment decisions of retail enterprises. Whether online and offline integration has a synergistic effect on physical retail enterprises remains to be seen. This paper analyzes and evaluates the performance of online and offline integration of Rainbow Shares by using the catastrophe progression method combined with the entropy method. The combination of these two methods provides new ideas for research in retail development.

• Shen Linlin(Sinopec Fuel Oil Sales Co. Ltd.)
• Wang Tong(Business School, Shandong Normal University) Corresponding Author