去中心化电商的价值共创演化动因和过程模型——基于梦饷集团的纵向案例研究

管理评论 ›› 2021, Vol. 33 ›› Issue (11): 170-184.

去中心化电商的价值共创演化动因和过程模型——基于梦饷集团的纵向案例研究

乔晗¹, 张硕^1,3, 李卓伦¹, 万姿显^1,2

1. 中国科学院大学经济与管理学院, 北京 100190;
2. 中国科学院大学中丹学院, 北京 100190;
3. 新疆维吾尔自治区商务厅, 乌鲁木齐 830017

收稿日期:2020-09-29 出版日期:2021-11-28 发布日期:2022-01-12
通讯作者: 乔晗（通讯作者），中国科学院大学经济与管理学院教授，博士生导师，博士。
作者简介:张硕，中国科学院大学经济与管理学院博士研究生，新疆维吾尔自治区商务厅;李卓伦，中国科学院大学经济与管理学院博士研究生;万姿显，中国科学院大学经济与管理学院，中丹学院博士研究生。
基金资助:
国家自然科学基金面上项目（71872171）；国家自然科学基金重大项目（72192843）；中国科学院大学优秀青年教师科研能力提升重点项目（E0E48933）。

The Evolution Motivation and Process Model of Value Co-Creation of Decentralized E-commerce: A Longitudinal Case Study Based on Idol Group

Qiao Han¹, Zhang Shuo^1,3, Li Zhuolun¹, Wan Zixian^1,2

1. School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190;
2. Sino-Danish College, University of Chinese Academy of Sciences, Beijing 100190;
3. Department of Commerce of Xinjiang Autonomous Region, Urumqi 830017

Received:2020-09-29 Online:2021-11-28 Published:2022-01-12

摘要/Abstract

摘要： 去中心化电商是平台企业的一种商业模式创新和价值共创实践。研究去中心化电商的价值共创实现过程，对我国电子商务的发展具有重要指导意义，但现有研究对去中心化电商价值共创模式的演化过程缺乏充分的理论解释。本文基于对梦饷集团的纵向案例分析，深入研究去中心化电商价值共创的演化动因和过程，识别出价值共创的5个重要演化动因：核心业务打造、社群渠道构建、情感网络建立、利益相关者赋能和可持续生态布局。研究发现，去中心化电商价值共创的演化过程包括5种模式：二元共创模式、枢纽分支模式、网络分支模式、多边协同和多边共生模式。本文由此提出去中心化电商价值共创的演化过程模型，揭开了平台企业价值共创模式演化的黑箱，阐明了不同价值共创模式的适用场景。该过程模型的提出，进一步丰富了平台企业价值共创的相关理论，为去中心化电商的发展提供了有益借鉴。

关键词: 去中心化电商, 价值共创, 演化动因, 过程模型, 纵向案例研究

Abstract: Decentralized e-commerce is a business model innovation and value co-creation practice of platform enterprises. Research on the value co-creation implementation process has crucial guiding significance for the development of e-commerce in China. However, current researches are silent about the theoretical explanation for the evolution of the value co-creation model of decentralized e-commerce. Based on the longitudinal case study of the Idol Group, this paper examines the evolutionary motivations and processes of decentralized e-commerce value co- creation. Five important evolutionary motivations for value co-creation are identified:core business creation, social channel construction, emotional network establishment, stakeholder empowerment, and sustainable ecological layout. It finds that the evolution process of decentralized e-commerce value co-creation incorporates five modes:dual co-creation mode, hub branch mode, network branch mode, multilateral collaboration, and multilateral symbiosis mode. Consequently, this paper sheds light on the evolution process model of decentralized e-commerce value co-creation, unveils the black box of the evolution of platform enterprise value co- creation models, and indicates the applicable scenarios of different value co-creation models. The process model proposed by this paper further enriches the relevant theories of platform enterprise value co-creation and provides a useful reference for the development of decentralized e-commerce.

Key words: decentralized e-commerce, value co-creation, evolutionary motivations, process model, longitudinal case study

乔晗, 张硕, 李卓伦, 万姿显. 去中心化电商的价值共创演化动因和过程模型——基于梦饷集团的纵向案例研究[J]. 管理评论, 2021, 33(11): 170-184.

Qiao Han, Zhang Shuo, Li Zhuolun, Wan Zixian. The Evolution Motivation and Process Model of Value Co-Creation of Decentralized E-commerce: A Longitudinal Case Study Based on Idol Group[J]. Management Review, 2021, 33(11): 170-184.

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