管理评论

管理评论 ›› 2023, Vol. 35 ›› Issue (9): 337-352.

• 案例研究 • 上一篇    

场景如何基于“人货场”主导逻辑演变赋能新零售商业模式创新？——伊利集团案例研究

王福1,2,3, 刘俊华1,2, 长青1   

  1. 1. 内蒙古工业大学经济管理学院, 呼和浩特 010051;
    2. 内蒙古现代物流与供应链管理研究中心, 呼和浩特 010051;
    3. 内蒙古互联网经济研究中心, 呼和浩特 010051
  • 收稿日期:2021-02-24 出版日期:2023-09-28 发布日期:2023-10-31
  • 通讯作者: 长青(通讯作者),内蒙古工业大学经济管理学院教授,博士生导师,博士。
  • 作者简介:王福,内蒙古工业大学经济管理学院教授,内蒙古现代物流与供应链管理研究中心副主任,内蒙古互联网经济研究中心成员,硕士生导师,博士;刘俊华,内蒙古工业大学经济管理学院教授,内蒙古现代物流与供应链管理研究中心主任,硕士生导师,博士。
  • 基金资助:
    国家首批新文科研究与改革实践项目（2021140037）；国家自然科学基金项目（72362029；72162028）；内蒙古自治区自然科学基金项目（2023MS07011）；内蒙古自治区高等学校人文社会科学重点研究基地建设项目（20230506）；内蒙古自治区直属高校基本科研业务费项目（JY20220316；JY20220031）。

How does Scene Enable Innovation of New Retail Business Models Based on the Evolution of the Dominant Logic of “People-Goods-Scene”?——A Case Study of Yili Group

Wang Fu1,2,3, Liu Junhua1,2, Chang Qing1   

  1. 1. School of Economics and Management, Inner Mongolia University of Technology, Hohhot 010051;
    2. Inner Mongolia Modern Logistics and Supply Chain Management Research Center, Hohhot 010051;
    3. Inner Mongolia Internet Economy Research Center, Hohhot 010051
  • Received:2021-02-24 Online:2023-09-28 Published:2023-10-31

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摘要： 场景要素的日渐丰富及其功能的不断强大，驱动着新零售由“货”向“人”再向“场”的主导逻辑演变，激发着商业模式创新。然而，其创新机理尚不明确，创新路径亦不清晰，制约着场景经济的高质量发展。为此，本研究以伊利集团为例，综合运用案例研究和程序化扎根分析相结合的方法，从“人货场”主导逻辑演变的视角发掘和提炼场景赋能新零售商业模式创新的机理和路径。结果表明：①“货”主导逻辑下，场景基于产品功能价值，利用数据挖掘用户消费需求，借助情境感知识别用户消费需求场景，通过“商业场景—消费需求—商业情境”的标准化配置赋能新零售商业模式创新。②“人”主导逻辑下，场景基于服务效用价值，利用用户画像刻画用户消费习惯，借助情境整合辨别用户消费习惯场景，通过“商业场景—消费习惯—商业情境”的个性化配置赋能新零售商业模式创新。③“场”主导逻辑下，场景基于体验价值，利用情感极性分析方法分析用户消费偏好，借助情境聚合鉴别用户消费偏好场景，通过“商业场景—消费偏好—商业情境”的双路径配置赋能新零售商业模式创新。

关键词: 乳品新零售, “人货场”主导逻辑演变, 商业模式创新, 场景经济

Abstract: The increasing enrichment of scenario elements and the continuous strengthening of their functions have driven the evolution of the dominant logic of new retail from "goods" to "people" and then to "scene", and stimulated innovation in business models. However, the underlying innovation mechanism and path are still unclear and this becomes a key factor that restricts the high-quality development of the scenario economy. Therefore, this research takes Yili Group as an example and uses a combination of case study and procedural grounded analysis to explore and reveal the innovative mechanism and path of scenario-enabled new retail business models from the perspective of the evolution of the dominant logic of "people-goods-scene". The results show that:(1) with "goods" as the dominant, scene relies on the dominant logic of product functional value and utilizes data mining to explore users' consumption needs, identify users' consumption demand scene by means of contextual awareness, and empower innovation in new retail business models for standardized configuration of "business scene+consumption need+business context"; (2) with "people" as the dominant, scene relies on the dominant logic of service utility value and uses user portraits to depict users' consumption habits and context integration to identify users' consumption habits scene, empower innovation in new retail business models for personalized configuration of "business scene+consumption habits+business ontext." (3) with "scene" as the dominant, scene relies on the dominant logic of scenario experience value and uses emotional polarity to analyze users' consumption preferences, and leverages on context aggregation to identify users' consumption preference scene and enable innovation in new retail business models for the dual path configuration of "business scene+consumption preference-business context".

Key words: dairy new retail, "people-goods-scene" dominant logical evolution, business model innovation, scenario economy