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场景赋能居家大件物流配送商业模式生态化创新
Ecological innovation of the scenario-empowered business model for the logistics delivery of home-based heavy cargo
近年来,场景赋能居家大件物流配送商业模式生态化创新受到学界和业界的高度关注。本文以日日顺物流为例采用探索性单案例研究和程序化扎根分析相结合的方法对场景赋能居家大件物流配送商业模式生态化创新机理和路径进行发掘和提炼,结果表明:(1)居家大件物流配送基于“产品功能—服务效用—场景体验”3类配送期望的演变,借助“产品功能化”“服务效用化”以及“场景体验化”的逻辑赋能商业模式生态化创新。(2)居家大件物流配送以供应链为基础,以价值链为导向,以场景链为渠道,借助“价值链—场景链—供应链”3链适配赋能商业模式生态化创新。(3)居家大件物流配送通过“期望链→意愿链→场景链”的打造,借助“因货—因人—因场”的逻辑转变,利用“配送场景—配送期望—配送情境”的选择性配置赋能商业模式生态化创新。(4)居家大件物流配送商业模式生态化创新的本质是依据用户配送期望演变,借助U2D和C2M进行供应链逆向重构,实现“适时—适地—适人—适感”的配送效用。本文不仅揭示了场景赋能居家大件物流配送商业模式生态化创新的内涵,而且为对其深入研究提供了新的思路。
In recent years, the scenario-empowered ecological innovation of the business model for the logistics delivery of home-based heavy cargo has received high attention from both academia and industry. Using a combination of exploratory single case study and procedural grounded analysis, this paper took Ririshun Logistics as an example to explore and refine the mechanism and path of scenario-empowered ecological innovation of the business model for logistics delivery of home-based heavy cargo. The results of this study indicated: (1) Logistics delivery of home-based heavy cargo is based on the evolution of three types of delivery expectations, namely "product functions-service utility-scenario experiences", and empowers the ecological innovation of the business model depend on the logic of "product functionalization", "service utility", and "scenario experience". (2) The delivery of home-based heavy cargo is based on the supply chain, guided by the value chain, and channeled through the scenario chain. According to the 3-chains matched delivery of "scenario chain-value chain-supply chain", they are empowered by the ecological innovations of the business models. (3) Logistics delivery of home-based heavy cargo through the creation of "expectation chain-willingness chain-scenario chain", relying on the change of logic of "due to goods-due to people-due to scenarios", and utilizing the selective configuration of "delivery scenarios-delivery expectations-delivery context" to empower the ecological innovations of business models. (4) The essence of ecological innovation on the business model for the logistics delivery of home-based heavy cargo lies in the evolution of user delivery expectations, utilizing the U2D and C2M modes for reverse supply chain reconstruction, and realizing the utility of delivery in terms of "the right time-the right place-the right user-the right feeling". This article not only reveals the connotation of the scenaro-empowered ecologica innovation of the business model for the logstics deliyery of home-based heavy cargo, but also provides new ideas for further research.
居家大件物流 / 商业模式生态化创新 / 价值主导逻辑演变 / 3链适配
home-based heavy cargo logistics / ecological innovation of business models / evolution of value dominant logic / 3-chain matched delivery
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