虚实价值链耦合视角下的跨境电商价值创造机制——基于扎根理论的案例分析  

Value Creation Mechanism of Cross-border E-commerce from the Perspective of Virtual and Physical Value Chain Coupling:A Case Analysis Based on Grounded Theory

作　　者：张正荣[1] 肖文丽 ZHANG Zheng-rong;XIAO Wen-li(School of Economics and Management,Zhejiang Sic-Tech University,Hangzhou 310018,China)

机构地区：[1]浙江理工大学经济管理学院,杭州310018

出　　处：《管理案例研究与评论》2020年第6期715-724,共10页Journal of Management Case Studies

摘　　要：本文运用扎根理论的方法,以信息传递的虚拟价值链(VVC)与外贸企业的实体价值链(PVC)耦合的视角,研究跨境电商企业的价值创造机制。通过对CF公司进行实地调研,收集相关资料,探究跨境出口企业价值创造机制,构建虚拟价值链与实体价值链耦合的价值创造理论模型。研究发现,虚拟价值链与实体价值链耦合是商品生产、传递和消费过程中的信息和人员、物质的协同过程;跨境电商企业通过虚拟价值链和实体价值链的耦合创造了企业组织结构高效化、交易流程简洁化、产品信息化、消费者选择多样化的价值,提高了企业竞争力和交易效率、降低了消费者搜索成本、增加了消费者的选择空间。This paper uses the method of grounded theory to study the value creation mechanism of cross-border e-commerce enterprises from the perspective of the exchange of virtual value chain(VVC)of information transfer and the physical value chain(PVC)of foreign trade enterprises.Through field research on CF Company,we collected relevant data,explored the value creation mechanism of cross-border export companies,and constructed a value creation theoretical model of the exchange between virtual and physical value chains.The study finds that the intersection of virtual and physical value chains lies in the collaborative process of information,personnel,and material in the production,transmission,and consumption of commodities;cross-border e-commerce enterprises have created efficient organizational structures through the exchange of virtual and physical value chains.The transaction process is concise,the products are informatized,and consumers choose similar values,which can improve the competitiveness of enterprises,improve transaction efficiency,reduce consumers’search costs,and increase consumers’choices.

关 键 词：跨境电商 虚拟价值链 实体价值链 扎根理论 价值创造 

分 类 号：F270[经济管理—企业管理]