管理评论

›› 2019, Vol. 31 ›› Issue (7): 86-96.

• 案例研究 • 上一篇    下一篇

二手电商平台商业模式演变机理——基于价值创造逻辑的单案例研究

胡望斌1,2, 钟岚1, 焦康乐1,2, 秦爽1   

  1. 1. 南开大学商学院, 天津 300071;
    2. 南开大学创业与中小企业研究中心, 天津 300071
  • 收稿日期:2018-09-03 出版日期:2019-07-28 发布日期:2019-07-28
  • 通讯作者: 钟岚(通讯作者),南开大学商学院本科生。
  • 作者简介:胡望斌,南开大学商学院教授,博士生导师,博士;焦康乐,南开大学商学院博士研究生;秦爽,南开大学商学院本科生。
  • 基金资助:

    国家自然科学基金项目（71672091；71532005；71772055；71872165）；中央高校基本科研业务费专项资金资助项目（NKZXA1411）。

Research on the Evolution Mechanism of Second-hand E-commerce Platform Business Model——A Case Study Based on Value Creation Logic

Hu Wangbin1,2, Zhong Lan1, Jiao Kangle1,2, Qin Shuang1   

  1. 1. School of Business, Nankai University, Tianjin 300071;
    2. Research Center of Entrepreneurship and SME Management, Nankai University, Tianjin 300071
  • Received:2018-09-03 Online:2019-07-28 Published:2019-07-28

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摘要：

二手电商平台高速发展的同时仍存在市场用户量发掘不足的现实问题，核心原因在于行业内多数平台尚未构建出有效的商业模式，而在理论上，其根源在于二手电商平台商业模式演化的内在机理不清晰。商业模式价值创造视角可以探索商业模式动态演化机制，进而有利于探究二手电商平台如何构建具有独特竞争优势的价值生态体系。因此，本研究基于商业模式的价值创造逻辑，选取在二手电商行业处于领先地位的交易平台"闲鱼"进行案例研究，探索性地分析了其商业模式的演化机制，在此基础上进一步勾勒出了其价值创造路径，即随着平台的发展，逐渐实现价值主张、价值创造及传递、价值获取各模块要素的丰富和演进。在这一过程中，价值互动机制是构建多方共赢的价值创造体系从而塑造有效商业模式的关键。本研究对于促进二手电商平台的良性发展以及商业模式理论应用范围的扩展都具有积极的意义。

关键词: 商业模式, 价值创造逻辑, 二手电商平台, 价值互动

Abstract:

Although the second-hand e-commerce platform is in a period of rapid development, there exists the realistic problem of insufficient market user discovery. The core reason is that most of the platforms in the industry have not yet built an effective business model. In the academic field, the root cause lies in the unclear evolution mechanism of second-hand e-commerce platform business model. From the perspective of business model value creation, we can explore the dynamic evolution mechanism of business model, which can be conducive to exploring how the second-hand e-commerce platform constructs a value ecosystem with unique competitive advantages. Therefore, based on the value creation logic of the business model, this study selects the case study of the trading platform "xianyu", which takes the market-leading position in the second-hand e-commerce industry, and explores the evolution mechanism of its business model. On this basis, it further outlines the path of value creation, that is, driven by the internal and external environment of the industry, the platform generally evolves through three stages of development. At each stage, the focus of the value module is different. In the initial stage, the platform attaches importance to exploring value propositions, including determining strategic positioning and satisfying customer value; In the development stage, the platform not only focuses on the value creation activities of key business development and core resource acquisition, but also uses the interaction with customers and partners to realize value appreciation and delivery; In the mature stage, the platform fully integrates internal and external resources to achieve maximum value acquisition under the value ecosystem. In the evolution of value creation, value interaction mechanism is the key to building a multi-win value creation system so as to shape an effective business model. This research is of positive significance for the promotion of the benign development of second-hand e-commerce platforms and the expansion of the application scope of business model theory.

Key words: business model, value creation logic, second-hand e-commerce platform, value interaction