摘要
作为实体经济的重要组成部分,传统商业企业承担着满足人民生活需要的基础性功能。近年来,受电商冲击及市场竞争格局变化影响,传统商业企业普遍经营困难,如何转型脱困成为各界关注的焦点。百货企业较早开始以数字技术融合传统业态探索转型路径,并取得一定成效。本文以王府井集团和天虹数科2家百货企业为典型案例,从价值链理论与服务主导逻辑相结合的视角,构建以“价值共创平台网络”为核心概念的系统理论框架,阐释百货等传统商业企业转型的微观机理,提出企业间由竞争向竞合转型的价值共创路径。研究发现,传统商业企业借助数字技术与数据资源优势,以服务主导逻辑为核心,通过由内向外迭代价值创造能力、建立新联结点推进价值共创、构建立体式价值共创平台网络三个阶段,与顾客、供应商和同业企业共创价值并形成差异化的“媒介”方式。通过从解构、结构到重构价值创造路径的转型过程,传统商业企业由单一价值链增值转变为实现平台生态系统价值增值。本文丰富了传统商业企业转型、价值共创、服务主导逻辑等理论研究,将企业内部能力与组织更新牵引式解构、外向自发式结构、与参与者协同式重构的价值共创过程具象化,为传统商业企业的转型探索提供有益借鉴。
As an important part of the real economy,traditional commercial enterprises play a fundamental role of meeting the needs of people’s lives.In recent years,affected by the impact of ecommerce development and changes in the market competition pattern,traditional commercial enterprises are generally facing difficulties in operation,and how to transform and get rid of difficulties is the focus of people’s attention.Department stores began to integrate digital technology with traditional business forms and explore transformation paths earlier,and have achieved certain results.Taking two department stores as typical cases,this paper combines the value chain theory with the service-dominant logic to construct a systematic theoretical framework with the value co-creation platform network as the core concept,explains the micro mechanism of the transformation of traditional commercial enterprises such as department stores,and puts forward the value co-creation path of transformation from competition to coopetition among enterprises.This paper finds that,with the advantages of digital technology and data resource,traditional commercial enterprises take service-dominant logic as the core,through the three stages of iterating value creation capabilities from the inside to the outside,establishing new connections to promote value cocreation,and building a three-dimensional value co-creation platform network,to create value together with customers,suppliers,and peer enterprises,and form a differentiated media way.Through the transformation process from deconstruction and construction to reconstruction of the value creation path,traditional commercial enterprises have shifted from the value increment of a single value chain to realize the value increment of a platform ecosystem.The possible theoretical contributions of this paper are mainly reflected in four aspects.Firstly,based on the reconstruction of the vertical media mechanism,this paper further proposes the mechanism of commercial enterprises enabling peer enterprises
作者
依绍华
梁威
YI Shao-hua;LIANG Wei(National Academy of Economic Strategy,Chinese Academy of Social Sciences;Institution of Circulation and Consumption,Chinese Academy of International Trade and Economic Cooperation)
出处
《中国工业经济》
北大核心
2023年第1期171-188,共18页
China Industrial Economics
基金
国家社会科学基金重点项目“流通业态创新与品质消费双向促进的路径、作用机制与政策体系研究”(批准号19AJY020)。
关键词
传统商业企业转型
服务主导逻辑
价值共创
平台生态系统
the transformation of traditional commercial enterprises
service-dominant logic
value co-creation
platform ecosystem
