社区连锁生鲜便利店的价值转化路径及机理——基于正大优鲜的案例研究  

The Value Transformation Path and Mechanism of Community Fresh Convenience Store:A Case Study Based on Fresh Mart

作　　者：崔明[1] 李明明 CUI Ming;LI Ming-ming(School of Management,Lanzhou University,Lanzhou 730000,China)

机构地区：[1]兰州大学管理学院,兰州730000

出　　处：《管理案例研究与评论》2023年第1期62-80,共19页Journal of Management Case Studies

摘　　要：随着企业环境的变动,价值共创日益复杂,价值共创目标并不能轻易实现,价值共毁的事件有所增加,能否将价值共毁转化为价值共创成为企业持续健康发展的关键。因此,有必要利用案例研究法系统探索价值共毁转化为价值共创的路径及机理。研究发现:(1)社区连锁生鲜便利店价值共毁的转化分为市场适应能力形成的单一转化阶段、产品和服务核心能力形成的协作转化阶段、品牌信任能力形成的协同转化阶段;(2)运行机理由单一修复、协作修复及协同修复三类机制构成;(3)转化目的是将低水平的价值产出转化为高水平的价值产出,进而孕育竞争优势。最终形成的理论框架,能够补充价值共毁的相关研究缺口,可为生鲜便利店应对价值共毁、提升核心竞争力提供指导意义。With the change of the internal and external environment of the enterprise,the value co-creation is increasingly complex,and its goal cannot be easily realized.On the contrary,the frequency of value co-destruction is gradually increasing,and whether the value co-destruction can be transformed into co-creation has become the key to sustainable and healthy development of the enterprise.Therefore,this paper uses the case study method to systematically explore the path and mechanism of value co-destruction transforming into value co-creation.The result shows that:①the transformation of value co-destruction of community fresh convenience store chain can be divided into the single transformation stage of market adaptability,the cooperative transformation stage of the core competence of the product and service,and the collaborative transformation stage of brand trust abilities.②the operation mechanism consists of single,cooperative and collaborative repairs.③the transformation aims to transform low level value output into high level value output and then cultivate competitive advantages.The final theoretical framework formed can supplement the relevant research gap of the value co-destruction,and provide guiding significance for fresh convenience stores to deal with the value co-destruction and enhance their core competitiveness.

关 键 词：生鲜便利店 价值共创 价值共毁 转化路径 

分 类 号：F270[经济管理—企业管理]