顾客增加值嵌入的B2C商业模式创新研究  

Innovation Study on B2C Business Model Based on Customer Value Added

作　　者：王生金[1] 

机构地区：[1]河南工程学院工商管理系,河南郑州451191

出　　处：《经济经纬》2013年第1期88-93,共6页Economic Survey

基　　金：上海市科技发展基金软科学研究项目(10692104800)

摘　　要：本研究从顾客价值增加的角度出发,识别了B2C模式下的关键要素与流程,在此基础上对B2C商业模式提出了以产品、流程和网购安全为重点的商业模式创新设计。首先,根据顾客增加值有关理论进行问卷设计、调研和因子分析,提炼出B2C模式下影响顾客增加值的3个要素(产品、流程与安全);然后,运用商业模式创新的有关理论,开发了以顾客价值增加为核心的B2C模式创新设计的总体思路与框架,包括产品创新设计,流程创新设计和网购安全创新设计;最后,在总框架的基础上,针对顾客价值增加的三要素分别给出了B2C商业模式下的以产品采购、销售和售后服务为重点的产品创新设计和以订单处理、物流配送及售后服务为重点的流程创新设计的具体思路。This paper proposes an innovative design for B2C business model, especially on products（mainly including products stock- ing, selling and service） , logistics and the safety of web-shopping according to the identification of key elements and process of from the perspective of B2C customer value added. Firstly, questionnaire related to the theory of customer value added is designed and dis- tributed to the B2C customers from 13 different cities in China by stratified random sampling statistic method. The data is processed by factors analysis of SPSS 17.0, and three key elements related to B2C customer value added is extracted, which are product, logistics and the safety of web-shopping. Secondly, innovative ideas and framework of B2C business model centralizing to the B2C customer sus- tainable value is then designed according the three key elements mentioned above. And lastly, detailed and specific thoughts are pro- posed respectively based on the general idea and framework of B2C business model innovation which are product innovation （ centralized by stocking, selling and service） , process innovation （centralized by orders processing and logistics） and the innovation of web-shop- ping safety which may be strengthen by new technology such as ICT and so on.

关 键 词：顾客价值增加 B2C 商业模式创新 产品创新 流程创新 

分 类 号：F406[经济管理—产业经济]