从面向合作伙伴到面向消费者的供应链转型——电商企业供应链双案例研究  

The Supply Chain Transformation from Being Partner from Being Partner-Oriented to Being Customer-oriented: A Double-Case Study on the Supply Chains in Ecommerce Enterprises

作　　者：肖静华[1] 谢康[1] 吴瑶[1] 廖雪华[1] 

机构地区：[1]中山大学管理学院

出　　处：《管理世界》2015年第4期137-154,188,共18页Journal of Management World

基　　金：国家自然科学基金项目(71371198);国家社会科学基金重大招标项目(14ZDA074)的资助

摘　　要：现有供应链理论尽管讨论了企业间协同和消费者对供应链协同的影响,然而,在电商情境下,对以合作伙伴协同为主的供应链如何转型为面向消费者的供应链,及面向消费者与面向合作伙伴供应链的差异缺乏深入探讨。本文在战略更新理论和动态能力理论基础上,通过两家电商企业及其供应商从传统供应链转型为电商供应链的案例研究发现:(1)电商供应链转型存在重构式和渐进式两种战略更新模式,重构式转型主要通过资源获取形成能力重构,再通过能力重构实现供应链战略更新;渐进式转型主要通过资源整合实现能力拓展,再通过能力拓展实现供应链战略更新;(2)面向消费者与面向合作伙伴供应链协同的差异主要体现在核心价值、成本结构、协同主体和IT应用4个方面。这一研究将战略更新理论从单一企业视角扩展到供应链视角,提出了从面向合作伙伴到面向消费者的供应链战略转型理论框架,拓展了供应链转型的理论内涵,对中国企业在互联网进程中实现供应链转型具有理论指导和实践启示意义。Although the current supply chain(SC) has comprehensively discussed the effect of the coordination between firms and consumers on the coordination of the SC, how the SC that takes the coordination as the main form has transformed into the consumers-oriented, and the difference of the SC between being consumer-oriented and being coordination-partners, have lacked a profound exploration. On the basis of the theory of the strategic renewing and the basis of the theory of the dynamic capability, we have, in this paper, through the study of the case of the transformation of two electric trading firms and their suppliers into the SC of the electric trading firms, from the traditional SC, discovered that(1) the SC of the electric trading firms has two kinds of models of the strategic renewing, that is, the model of the type of re-purchase and the type of graduation; the transformation of the type of re-purchase has formed the capability of re-purchase mainly through the obtainment of resources, and then realized the strategic renewing of the SC through the increase in capability;(2) the difference, in the SC, between being consumer-oriented and being coordination-partner has mainly embodied in the kernel value, the cost structure, the main body of the coordination, and the application of IT. We have, in this study, enlarged the theory of the strategic renewing from the single aspect of firms to the SC aspect, put forward the theoretical framework of the SC strategic transformation from being coordination-partner-oriented to being consumer-oriented, enlarged the theoretic connotation the SC transformation, having the enlightenment for a theoretic guidance and the practice for the realization of the SC transformation in the process of the network in China's firms.

关 键 词：供应链转型 电子商务 战略更新 动态能力 案例研究 

分 类 号：F274[经济管理—企业管理]