摘要
现阶段,场景链赋能新零售商业模式生态化创新的过程机理仍不甚清晰。该研究基于价值主导逻辑,以生态化实践领先的新零售企业海尔智家为例,采用案例研究与程序化扎根分析相结合的方法,发掘和提炼场景链赋能新零售商业模式生态化创新的机理和路径。研究结果表明:(1)场景链基于价值链对用户时空化消费期望的调节和引导,借助不同产业供应链集群的场景化跨界连接和交叉混搭重构“人货场”,通过附加价值创造赋能新零售商业模式生态化创新。(2)场景解构不同产业供应链各节点的商业模式,将场景要素融入已解构的商业模式要素之中,通过对原有商业模式要素改性,借助于“供应链—价值链—场景链”的三链适配重构“人货场”,赋能新零售商业模式生态化创新。(3)三链适配弥补了现有成果仅从“产品功能”“服务效用”和“场景体验”单一价值主导逻辑研究新零售的不足,通过对不同产业供应链基于链式场景嫁接,借助“应用场景—消费期望—商业情境”的标准化或个性化配置赋能新零售商业模式生态化创新。(4)在供应网络化、价值动态化和情境交互化的作用下,不同产业供应链集群基于场景链的跨界连接和交叉混搭形成新零售单链和多链场景,借助价值链对用户时空化消费期望调节和引导,通过产品链群合约、服务链群合约和场景链群合约赋能新零售商业模式生态化创新。
The continuous enrichment of scenario elements and their gradual embedding in the new retail business model are changing users’spatial-temporal consumption expectations.Users increasingly expect to satisfy their diversified and personalized consumption needs,consumption habits and consumption preferences with one-stop and seamlessly connected by scenario chain.In the new retail sector,relying solely on a single industrial supply chain can hardly meet users’diverse,multi-functional,and multi-scenario consumption expectations.This makes different industrial supply chain clusters relying on the scene,connecting and cross-matching products and services that originally seem unrelated across borders,forming a business ecology of supply networking,value dynamization and contextual interaction,and empowering the ecological innovation of the new retail business model by means of chain group contract.The ecologicalization of the new retail business model is manifested in the breakthrough of supply chains across different industries from their traditional linear supply relationships by incorporating more stakeholders.This integration connects originally“fragmented”and“isolated”scenarios to form a“scenario chain”,thereby empowering innovation in the new retail business model through high quality,high efficiency,and low-cost approaches.However,what is new retail business model ecology and how to carry out new retail business model ecological innovation are the key issues that need to be solved urgently by the industry and academia.Combined with the existing research results,this study concludes that the essence of the ecological innovation of the new retail business model is a networked dynamic balance between corporate supply realities and consumer expectations.This requires new retail to regulate and guide enterprises and users based on the scenario chain,thereby empowering the ecological innovation of the business model through the dynamic balance of supply and demand.Accordingly,the ecological innovation of the new retail business model should be based on the supply chain and graft the supply chains of different industries with the help of scenarios.In this way,the innovation of the business model is empowered through the transformation and upgrading of cross-border connectivity and cross-mixing.The ecological innovation of new retail business model should be regulated and guided by the value chain,so that the user’s consumption expectation will evolve from“product function”to“service utility”and then to the value-led“Scenario experience”.The ecological innovation of new retail business model is based on the theoretical gap that the evolution of value-driven logic empowers the innovation of new retail business model,taking the reconstruction of“Customers-Products-Scenes”in the scenario chain as the research entry point,and forming the ecological value creation logic through the reconstruction of“Customers-Products-Scenes”.To this end,as a case study enterprise,Haier Smart Home,which has outstanding practice in the four areas of“new retail business model”“scene-based”“ecological”and“Customers-Products-Scenes dominant logic”,comprehensively applies the combination of case study and programmed rooted analysis to discover the ecological innovation mechanism of the new retail business model and refine the ecological innovation path of the new retail business model from the dominant logic of“Customers-Products-Scenes”.The research results showed that:(1)Based on the guidance and adjustment of the value chain for users’spatial-temporal consumption expectations,the scenario chain reconstructed the“Customers-Products-Scenes”through the scenario-based cross-border connection and mixing of different industrial supply chain clusters,and then enabled ecological innovation of business models through value-added creation.(2)Scenes deconstructed the business models of each node in the supply chain of different industries,integrated the scenario elements into the deconstructed elements of the business models.For the modification of the original business models elements,with the help of the three-chain integration of“Supply Chain-Value Chain-Scenario Chain”,there reconstructed the“Customers-Products-Scenes”to enable the ecological innovation of the new retail business models.(3)Three-chain adaptation overcame the shortcomings of the single value dominated logic research for the perspective of“Product Function”,“Service Utility”and“Scenario Experience”,and enabled the ecological innovation of the new retail business models by grafting of different industrial supply chains for the scenario chain,with the help of standardization,personalization and dual-path configuration of“Application Scene-Consumer Expectation-Business Context”.(4)For the effect of Supply Networking,Value Dynamics and Contextual Interaction,the supply chains clusters of different industries formed new retail single chain and multiple chains scenarios based on the cross-border connection and cross mixing of scenario chains.Depending on the regulation and guidance of value chains on users’spatial-temporal consumption expectations,and the application of Product Chain Group Contracts,Service Chain Group Contracts and Scenario Chain Group Contracts to enable the ecological innovation of new retail business models.
作者
王福
刘俊华
长青
陈玉宏
崔莹
韩丽萍
Wang Fu;Liu Junhua;Chang Qing;Chen Yuhong;Cui Ying;Han Liping(School of Economics and Management,Inner Mongolia University of Technology)
出处
《南开管理评论》
北大核心
2025年第11期88-99,共12页
Nankai Business Review
基金
国家自然科学基金项目(72362029)
内蒙古自治区自然科学基金项目(2025MS07012)
内蒙古自治区社会科学基金项目(2025BY19)资助。
关键词
新零售商业模式
商业模式生态化创新
链群合约
三链适配
海尔智家
New Retail Business Model
Ecological Innovation of Business Models
Chain Group Contract
3-Chains Adaptation
Haier Smart Home
