线上线下企业共生演化与生鲜电商发展——易果生鲜生态系统的案例  

Symbiotic Evolution of Online and Offline Enterprises and Development of Fresh E-commerce——A Case Study of Yiguo Fresh Ecosystem

作　　者：田刚[1] 吴英琳 李治文[1] TIAN Gang;WU Yinglin;LI Zhiwen(School of Management,Jiangsu University,Zhenjiang,Jiangsu212013,China)

机构地区：[1]江苏大学管理学院

出　　处：《西北农林科技大学学报（社会科学版）》2019年第4期105-112,共8页Journal of Northwest A&F University(Social Science Edition)

基　　金：国家社会科学基金项目(15BGL200)

摘　　要：依据产业生态系统理论和共生理论,以易果生鲜构建的生态系统为对象,基于将系统内部企业成长与系统演化相结合的跨层次研究,探讨了线上线下企业共生演化的形态、机理及生鲜电商发展困境的突破路径。研究发现:为获取规模经济、范围经济及降低交易费用,线上线下企业通过共生形成生态系统。生态系统的演化,体现出物种不断丰富、物种间资源共享程度不断加深,系统稳定性不断增强的动态特征,有其内在的一般规律性,具体表现为企业共生形态从“点共生”到“线共生”再向“网络共生”演进,生态系统相应的经历形成到成长、再到成熟的过程。从现实看,由于忽略生态系统演化的规律,我国生鲜电商陷入发展的困境。遵循生鲜电商生态系统演化规律,通过增强系统的开放性、改善物种间的关系以及完善系统运行规则等方式实现系统资源整合,是突破生鲜电商发展困境的路径选择。Based on industrial ecosystem theory and symbiosis theory,taking Yiguo Fresh ecosystem as the object,we discuss the pattern and mechanism of of online and offline enterprises’symbiotic evolution and the breakthrough path for the development of fresh e-commerce.The study finds that the online and offline enterprises form ecosystem through symbiosis in order to obtain scale economy and scope economy and reduce transaction costs.The evolution of the ecosystem shows that the species are getting increasingly diversified and the interspecies sharing of resources is deepening,the system’s stability is strengthened.Its internal regularity turns a evolution of enterprises’symbiosis from point symbiosis to line symbiosis to network symbiosis,correspondingly the system experiences the process of formation,growth and maturity.In reality,due to ignoring the law of ecosystem evolution,China’s fresh e-commerce falls into the dilemma of development.It is suggested that to integrate the resources of the system by following the evolution law,enhancing the openness of the system,improving interspecies relationship and perfecting the system operation rules is the path choice for the breakthrough of the e-commerce’s dilemma of development.

关 键 词：生鲜电商 产业生态系统 线上线下 共生理论 

分 类 号：F304.2[经济管理—产业经济]