菜鸟网络商业模式创新研究

Research on Rookie Network Business Mode Innovation

本文采用典型纵向案例分析方法,结合扎根理论探讨菜鸟网络创新的动力和核心元素,将菜鸟网络商业模式创新路径归结为:识别市场机会→以平台和互联网+思维进行价值主张创新→技术创新→以"运营→资本→盈利模式"为核心推动商业模式创新;在整个创新过程中,技术创新和商业模式相互驱动实现价值主张→价值创造→价值传递→价值实现的循环过程。

Adopting typical longitudinal case analysis method,and combining Grounded Theory,the paper explores the innovation impetus and core elements of Rookie Network,and summarizes the innovation path of Rookie Network Business Mode： identifying market opportunities → conducting value proposition innovation via social collaborative data platform and internet＋ thinking → technological innovation → promoting business mode innovation by taking ＂operation →capital → earnings mode＂as the core; in the process of innovation,technology innovation and business mode drive each other realizes the cycle of value proposition → value creation → value transfer → value realization.