“上门”型O2O模式构成要素及其关系:一个探索性研究

›› 2016, Vol. 28 ›› Issue (12): 244-257.

“上门”型O2O模式构成要素及其关系:一个探索性研究

孔栋¹, 左美云², 孙凯¹

1. 中国人民大学商学院, 北京 100872;
2. 中国人民大学信息学院, 北京 100872

收稿日期:2016-05-25 出版日期:2016-12-28 发布日期:2017-03-15
通讯作者: 左美云(通信作者),中国人民大学信息学院教授,博士生导师,博士
作者简介:孔栋,中国人民大学商学院博士研究生;孙凯,中国人民大学商学院博士研究生。
基金资助:
中国人民大学2015年度拔尖创新人才培育资助计划项目；国家自然科学基金项目（71273265）；国家社会科学基金重大项目（13&ZD184）；中央高校基本科研业务费专项资金资助项目（10XNJ065）。

The Elements of “Door to Door” O2O Business Model and Their Relationship: An Explorative Research

Kong Dong¹, Zuo Meiyun², Sun Kai¹

1. School of Business, Renmin University of China, Beijing 100872;
2. School of Information, Renmin University of China, Beijing 100872

Received:2016-05-25 Online:2016-12-28 Published:2017-03-15

摘要/Abstract

摘要：

“上门”型O2O模式是一种新型的电子商务模式，受到了社会各界的广泛关注，但目前学术界和实践界对其构成要素及各要素间的关系还没有一个体现其特点的界定。本文以国内3个该领域的领先企业（饿了么、泰迪洗涤、滴滴出行）为案例，借鉴扎根理论的程序化编码方法，清晰界定了价值主张（包括核心服务和上门服务）、价值创造网络（包括网络成员、关键业务和关键资源）和价值实现（包括收入来源和成本结构）三个方面的构成要素，同时从动态的角度归纳出了以上三个要素间的关系，如价值主张和价值创造网络间的价值实现机制和价值主张调整机制，价值创造网络和价值实现间的收益分配机制和分配调整机制。

关键词: 上门型O2O, 商业模式, 利用型创新、开拓型创新

Abstract:

Although "door to door" O2O model, as a new business model of electronic commerce, receives much concern from both practitioners and scholars, the elements and their relationships are not defined clearly. Drawing upon 3 leading players in China's ecommerce sector:Eleme, Tidy Washing and Didi, this paper induces three elements:value proposition (including key service and door to door service), value creating network (including network member, key operation process and key resource) and value realization (including structure of cost and source of revenue) through coding approach of Grounded Theory. The relationships between value proposition and value creating network are mechanism of value realization and mechanism of adjusting value proposition. The relationships between value creating network and value realization are mechanism of revenue distribution and mechanism of adjusting revenue distribution. These relationships are induced from dynamic perspective.

Key words: "Door to Door", O2O, business model, exploitive innovation, explorative innovation

孔栋, 左美云, 孙凯. “上门”型O2O模式构成要素及其关系:一个探索性研究[J]. , 2016, 28(12): 244-257.

Kong Dong, Zuo Meiyun, Sun Kai. The Elements of “Door to Door” O2O Business Model and Their Relationship: An Explorative Research[J]. , 2016, 28(12): 244-257.

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