新零售企业商业模式场景化创新能创造价值倍增吗?

How does the context-based business model innovation create exponential value?

人工智能和大数据驱动下,零售企业的商业逻辑由传统"货-人-场"向"人-货-场"转变,通过商业模式场景化实现人与货的精准匹配,催生出新零售模式。该文从商业模式场景化创新的新视角出发,基于服务主导逻辑、价值要素方法、价值共创等新理论,结合茑屋书店案例研究和扎根方法探索商业模式场景化创新过程及规律,归纳新零售企业场景型商业模式价值创造路径及演进机理。研究表明:通过用户数字画像,分析情感需求和待办事项,实现用户场景化;通过产品+产品、设计和场景,实现产品场景化;通过数据驱动和价值网络构建,实现运营场景化,改变用户"我知道、我喜欢、我互动、我购买、我推荐"等行为,影响关注意愿、互动意愿、购买意愿和推荐意愿,提升用户价值感知,创造场景价值倍增。

Driven by Artificial Intelligence and big data, the business logic of retail enterprises has changed from the traditional "products-customers-marketplace" to "customers-products-marketplace". New retail has been born since the precise connection between customers and products has been achieved through the context-based business model. Thus, grounded in the rich data obtained from case study of TSUTAYA bookstore and on the new theoretical basis of service-oriented logic, value factor method and value co-creation et al, we explore how retail enterprises innovate their business models with context, and why the context-based business model innovation can double the value and what the value-in-context is. In addition, we find out the characteristics and rules of the context-based business model innovation, and summarize the value creation path and evolution mechanism of context-based business model to provide theoretical and practical guidance for the industrialization of retail industry with context-based patterns. In line with Business Model Canvas, we propose that first, customers can be innovated based on context by depicting customers with big data, analyzing their jobs-to-be-done and emotional needs. Second, products(value proposition)compound with related products as a portfolio, professional design and application scenes. Third, marketplace(operation) is embedded with context driven by data and building a value network. Therefore, our findings suggest that customer behaviors that is "Aware, Appeal, Ask, Act and Advocate", can be changed enormously, which then influence customers’ willingness-to-attention, willingness-to-interaction, willingness-to-pay and willingness-to-share, and ultimately value-in-context is created.