O2O商业生态系统下零售行业多元价值共创实现机理研究--以永辉超市为例

Research on the Realization Mechanism of Multi-value Co-creation in the Retail Industry under the O2O Business Ecosystem:Taking Yonghui Supermarket as an Example

线上联动线下的O2O模式已经成为传统零售行业转型升级的重要手段。而随着互联网、大数据技术的不断深入,企业边界日渐模糊,信息孤岛持续融合,企业开始从单向链状发展走向多边网状合作,并逐步迈进整体商业生态系统的演化升级,共生共创共演的合作思维日渐取代传统零和博弈的竞争思维,成为企业协同整体生态系统实现价值共创增生的新选。从商业生态系统进化视角出发,讨论O2O商业生态系统背景下,零售行业多元价值共创的实现机理,并以永辉超市为例加以阐述分析,指出:核心、支持、竞争和环境四大子系统是零售行业在O2O商业生态系统下多元价值共创实现的基础,其中,核心系统是价值创造的直接载体,其参与者作为价值创造的主体,他们间的多元互动、演化共生构成了整体生态多元价值共创的实现路径,而彼此数据的共通共享、共融共整则为整体生态多元价值共创提供演化动力。

The online and offline O2O model has become an important means for the transformation and upgrading of the traditional retail industry. With the continuous deepening of the Internet and big data technologies, the boundaries of enterprises are becoming blurred, and information islands continue to merge. Enterprises have begun to move from one-way chain development to multilateral network cooperation, and gradually move towards the evolution and upgrade of the overall business ecosystem, symbiosis and co-creation. The co-acting cooperative thinking gradually replaces the traditional zero-sum game competitive thinking and becomes a new choice for companies to collaborate with the overall ecosystem to achieve value creation and growth. From the perspective of business ecosystem evolution, discuss the realization mechanism of the co-creation of multiple values in the retail industry under the background of the O2O business ecosystem, and take Yonghui Supermarket as an example to elaborate and analyze, pointing out: the four subsystems of core, support, competition and environment are the basis for the retail industry to realize multi-value co-creation under the O2O business ecosystem. Among them, the core system is the direct carrier of value creation, and its participants are the main body of value creation. The diversified interactions and evolutionary symbiosis constitute the realization path of the overall ecological diversified value creation, and the common sharing, inclusiveness and co-integration of mutual data provide it with evolutionary power.