新零售业态商业模式中的价值倍增动因及创造机理——永辉超级物种的案例研究

摘要/Abstract

摘要： 新零售商业模式通过数据驱动重构人、货、场的关系，进而创造价值的倍增效应。本文旨在探索新零售业态的商业模式实现价值倍增的动因及其作用机理。首先，围绕商业模式关键构成要素的视角及场景化思维，从“人、货、场”的相互关系中识别价值创造的三个动因：“产品+产品”“产品+场景”“产品+数据”。同时，遵循价值驱动用户行为进而创造价值倍增的逻辑主线，借助熊彼特组合创新和协同效应等理论，剖析三个价值动因与价值倍增的机理。最后，借助超级物种的典型案例分析，印证上述相关命题。研究发现：第一，“产品+产品”动因创造产品与产品组合，创新企业的功能化价值主张，以产生产品协同效应和形成需求方范围经济来增加和提升客单价、消费频次和顾客黏性等实现价值倍增。第二，“产品+场景”动因融合产品与消费场景，创新企业的情感化价值主张，以实现“熊彼特”增长和提升顾客剩余来实现推荐率、复购率上升等价值倍增。第三，“产品+数据”动因将数据嵌入产品，创新企业的数字化价值主张，以产生连接红利和实现“帕累托改进”来实现顾客引流、提升品牌认知等价值倍增。

关键词: 商业模式创新, 价值倍增, 新零售, 跨界创新, 场景价值

Abstract: The new retail business model reconstructs the relationship among people, goods and market through data-driven reconstruction, thus creating the multiplier effect of value. This paper is aimed at exploring value creation drivers and its mechanism of new retail's business model. First of all, based on the key components of the business model and the thinking of context, we recognizes three value drivers of value creation: “product+product”, “product+context” and “product+data” from the interrelation among people, goods and market centering. Then, based on the logic that value motivates user's behavior to create value multiplication, we analyse the causal mechanism between the three value drivers and value multiplication in virtue of the theory-Schumpeterian Innovation and Synergy Effect. Finally, we verify the above related propositions by a study of a typical case-Super Species. It is found that: (1) the motivation of “product + product” innovates the functional value proposition of enterprises by creating products portfolio, so as to generate product synergies and form a demand-side economy. Then, the unit price of customers, consumption frequency and customer stickiness are increased and improved, which contributes to achieving value multiplication; (2) the motivation of “product + context” innovates the emotional value proposition of enterprises by integrating the product and consumption context, which helps achieve the “Schumpeterian Growth” and increase the customer surplus, recommendation rate and repurchase rate to realize the value multiplication; (3) the motivation of “product + data” innovates digital value proposition of enterprises by embedding data into products, which helps generate connection dividend and realize “Pareto Improvement”, on which basis value multiplication can be realized in the form of higher customer attraction, stronger brand awareness, etc.

Key words: business model innovation, value exponential growth, new retail, crossover innovation, value-in-context

江积海, 王若瑾. 新零售业态商业模式中的价值倍增动因及创造机理——永辉超级物种的案例研究[J]. 管理评论, 2020, 32(8): 325-336.

Jiang Jihai, Wang Ruojin. The Value Multiplication Factor and Creation Mechanism in the Business Model of New Retail Commercial Activities: A Case Study of Yonghui Super Species[J]. Management Review, 2020, 32(8): 325-336.

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