基于价值创造的“上门”型生鲜产品O2O模式研究

Analysis of the “Door to Door” O2O Innovation Model in the Fresh Industry Based on Value Creation

2020年新冠肺炎疫情在全球的蔓延加速了"宅经济"的发展,这让生鲜产品O2O模式重获生机。区别于传统生鲜产品O2O模式中产品投递不及时、妥投效率过低等问题,同时又为迎合"宅经济"的发展,本文研究"上门"型生鲜产品O2O模式,运用该模式特有的"即时"与"到家"属性,来研究破解生鲜产品"最后一公里"问题,从而为本地生鲜消费者创造全新的时间价值和物流服务体验价值。为探究该模式中各利益相关者如何创造价值,以及如何实现顾客价值,从价值创造的视角,本文分析了"上门"型生鲜产品O2O模式的价值创造机理,并发现该模式能够提升价值网络的运营效率,创造网络成员的连接价值、3R价值和渠道价值。通过京东到家案例进一步验证了该模式的价值创造过程。最后,为保障"上门"型生鲜产品O2O模式的健康发展,提出通过改善网页内容增强平台与消费者的互动性,建立双向激励机制以提升即时配送人员的主动性,设计合理的收益共享机制来保障价值创造网络的稳定性。

The public crisis of the worldwide spread of the Corona Virus in the year of 2020 sped up the popularity of the Home Economy,and helped the O2 O model in fresh products revive.Considering previous O2 O business model in fresh products facing with problems such as untimely delivery and low efficiency of proper delivery,as well as catering to the Home Economy,"Door to Door"O2 O business model in fresh products is proposed,and the"real time"and"Door to Door"attributes unique to the model are used to solve the"Last Mile"problem of fresh products,thus creating a new kind of time value for local consumers and a new logistics service experience.In order to explore how the various stakeholders in this model create value and how they realize consumer value,from the perspective of value creation,this paper analyzes the value creation mechanism of"Door to Door"O2 O business model in fresh products,and finds that this model can enhance the operation of value network,improve efficiency,and create connection value,3 R value as well as channel value for network members.The practical feasibility of this model is further analyzed through the business case of Jingdong.Finally,in order to ensure the wholesome development of"Door to Door"O2 O model in fresh products,it is proposed to improve the interaction between the platform and the consumers by improving the content of the webpage,establish a two-way incentive mechanism to enhance the initiative of delivery staff,and design a reasonable revenue sharing mechanism to sustain the stability of the value creation network.