中国零售企业商业模式成功创新的路径——基于海底捞餐饮公司的案例研究

Path of Successful Business Model Innovation in Chinese Retail Enterprises:A Case Study of HaiDiLao Catering Company

在文献回顾的基础上,建立了零售企业商业模式创新路径的理论框架。随后以海底捞餐饮公司作为研究对象,运用规范的案例研究方法,对其商业模式成功创新的路径进行了研究,包括实地访谈、二手资料收集、数据编码和研究分析等阶段,最后得出了零售企业商业成功创新的要素和路径。创新的要素包括顾客、供应商、内部3个层面的诸多构成要素;其中关键的创新要素是目标顾客关注的要素本身及其重要的影响因素。创新的路径包括从外向内和从内向外两种,即"顾客价值—营销模式—关键流程—重要资源",或"重要资源—关键流程—营销模式—顾客价值"。

Based on literature review, we established a theoretical framework of the pathway of successful business model innovation in retail enterprises. Using standardized case study approach,then we explored the pathway of HaiDiLao＇s successful business model innovation, involving interviews, second-hand materials collection, data encoding and analysis. The elements and specific pathway of successful innovation are revealed：the elements include many ingredients（ in customer level, supplier level and internal level）, in which the target-customer-cares-most one and the relevant ones are the key ingredients ; the pathway could be classified as ＂from inner to outer＂ and ＂from outer to inner＂, the former refers to the path from customer value to marketing model, to key process and to important resource, the latter refers to the reverse order.