数字经济时代零售商业模式创新:动因、方法与路径  

Retail Business Model Innovation in the Digital Economy:Motivations,Methods and Paths

作　　者：包振山 常玉苗[1] 万良杰[1] BAO Zhen-shan;CHANG Yu-miao;WAN Liang-jie(Business School,Yancheng Teachers University,Yancheng 224007,Jiangsu,China)

机构地区：[1]盐城师范学院商学院,江苏盐城224007

出　　处：《中国流通经济》2022年第7期12-21,共10页China Business and Market

基　　金：江苏省社会科学基金项目“内需消费视阈下江苏零售业数智化提升机制与实现路径研究”(21EYB006)。

摘　　要：在数字经济时代,消费内涵被数字技术改变,个性化、虚拟化的消费内容以及数字化、平台化的消费模式等变化促使传统消费向数字消费转变。零售业如何适应并引导数字消费需求变革、构建与之相匹配的商业模式成为关乎零售业数字化发展的重要现实问题。基于新冠肺炎疫情加速数字消费变革、网络零售示范引领零售数字化转型、数字技术赋能零售数字化升级、政府扶持利好零售数字化创新等外在驱动,数字消费倒逼对人的重构、产业升级助推对货的重构、网上销售经验积累服务对场的重构等内生动力,分析零售商业模式创新的内外动因。将零售的力量、数字技术的力量和管理的力量等三种力量聚合,以企业为主体、内容为王、商业模式为本的三位一体主导,与服务业、制造业、线上线下等跨界融合,将企业、政府、供应商、研发机构等利益相关者协同,运用数字技术与既有零售商业模式融合以提升产业价值,围绕商业模式核心要素人、货、场进行重构,探寻数字消费驱动下零售商业模式的创新方法。基于此,提出三种力量聚合形成复合服务型商业模式、三位一体形成平台协同型商业模式、跨界融合形成价值共创型商业模式、利益相关者协同形成产品驱动型商业模式、突出数字技术形成技术驱动型商业模式等五种数字经济下零售商业模式创新的路径选择。In the era of digital economy,the implication of consumption has been changed by digital technology;changes such as personalized and virtualized consumption content,and digitalized and platform consumption mode have prompted the transformation of traditional consumption to digital consumption.How will the retail industryadapt to and guide the change of digital consumption demand and build a business mode to match it becomes an important practical issue concerning the digital development of the retail industry.Based on the external drivers such as the COVID-19 accelerating the change of digital consumption,e-tailing demonstrating the digital transformation of retail,digital technology enabling the digital upgrade of retail,and government support favoring the digital innovation of retail,and internal drivers such as digital consumption pushing the reconstruction of"people",industrial upgrading pushing the reconstruction of"goods",the accumulation of online sales experience and service reconstructing the"field",the internal and external motivation of innovation in retail business mode is analyzed.We should aggregate such three forces as the force of retail,digital technology,and management;we should take the"three in one"as the guidance,namely taking enterprises as the main body,the contents as the center,and business mode as the orientation;we should promote the cross-boundary integration of service industry,manufacturing industry,and O2O;we should coordinate such stakeholders as enterprises,government,suppliers,and R&D organizations;we should integrate with the existing retail business mode with the help of digital technology to promote industrial value;we should carry out reconstruction by focusing on the core elements of business model,such as people,goods,and field;and we should explore more innovation methods for retail business mode driven by digital consumption.Based on this,the authors put forward five innovation path for retail business mode in the era of digital economy:first,the composite service busines

关 键 词：数字经济 零售业 商业模式 创新 

分 类 号：F713.32[经济管理—产业经济]