随着电子商务向传统行业的渗透,越来越多的传统企业在寻求合适的商业模式,但国内外关于零售商业模式研究很少,零售商业模式如何实现企业的价值创造并不清晰.本文聚焦大型零售企业的商业模式及其要素关系,利用多案例分析方法,提炼出电子商务环境下零售企业商业模式的构成要素及要素间关系,得出零售商业模式的价值创造框架,为零售商业模式研究,以及我国零售企业应对电子商务冲击和成功建立基于价值创造逻辑的商业模式提供启示.
Abstract
As e-business is penetrating into traditional industries, more and more traditional enterprises are looking for their successful business models. However, researches on retailing business model are rather few, and it is still unclear how retailing business model realizes value creation for enterprises. Therefore, this paper focused on business model and its elements relationship of traditional and large-scale retailers with multi-case analysis method, and then it explored the content and relationship of business model elements. Finally, we got the value-creation framework of retailing business model. This paper tried to contribute to the research on retailing business model, and to provide recommendations for retailers on the way of dealing with e-business press and finding solution to build their successful business models.
关键词
商业模式 /
价值创造 /
零售企业 /
电子商务
Key words
business model /
value creation /
retailers /
e-business
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基金
教育部人文社科基金(教育部省部共建重点研究基地浙江工商大学现代商贸研究中心重大项目)《中国流通业商业模式运行机制研究》(11JJD790042)(2012.1-2014.12).
