生鲜零售企业数字化商业模式创新路径研究——基于动态能力的视角  

Research on the Digital Business Model Innovation Path of Fresh Retail Enterprises -- Based on the Dynamic Capability Perspective

作　　者：马晓琳[1] 宋苗苗 Ma Xiaolin;Song Miaomiao(School of Business Administration,University of Science and Technology Liaoning,Anshan,Liaoning 114051)

机构地区：[1]辽宁科技大学工商管理学院,辽宁鞍山114051

出　　处：《中国商论》2025年第6期134-137,共4页China Journal of Commerce

基　　金：辽宁省教育厅高校基本科研项目项目“辽宁省智能制造关键核心技术内生突破路径研究”(LJKZR20220039)。

摘　　要：随着数字技术的迅猛发展,传统行业逻辑被颠覆,新模式、新业态不断涌现。在此过程中,数字化商业模式创新发挥了至关重要的作用。生鲜零售企业因具有刚需性、高复购率及易构建竞争壁垒等特性,成为零售企业模式创新的典型代表。本文基于动态能力视角,采用多案例分析方法,对生鲜零售企业数字化商业模式创新进行了深入研究。通过文本分析,识别出普通动态能力与数字化动态能力,并运用定性分析法剖析创新驱动因素及路径,归纳出技术型与业务型驱动创新路径,且以典型案例进行了详细阐述。本文研究结论为生鲜零售企业乃至整个零售行业创新提供了新思路,有助于企业在数字时代实现可持续发展。With the rise of digital technology,it subverts the traditional industry logic and gives birth to new models and new formats.Digital business model innovation plays a key role in it.Fresh retail enterprises have become the typical model innovation of retail enterprises because of their rigid demand,high re-purchase rate and easy construction of competition barriers.Based on dynamic capability,this paper makes an in-depth study on digital business model innovation of fresh retail enterprises by using multi-case analysis.Through text analysis,general and digital dynamic capabilities are identified,and qualitative analysis is used to analyze innovation drivers and paths,and the technological and business-driven innovation paths are summarized and illustrated with typical cases.The research results provide new ideas for fresh retail enterprises and retail industry innovation,and help enterprises achieve sustainable development in the digital age.

关 键 词：数字化商业模式创新 生鲜零售企业 路径研究 fsQCA 动态能力理论 

分 类 号：F712.32[经济管理—产业经济] F270