新零售驱动下流通供应链商业模式转型升级研究

Transformation and Upgrading of the Business Model of the Circulation Supply Chain Driven by “New Retail”

新零售是我国流通业迭代升级的突破口,他将重构流通供应链并深刻影响流通供应链商业模式。文章围绕流通供应链内涵,结合商业模式的理论,构建了流通供应链商业模式理论分析框架;在此基础上,立足新零售的本质,揭示出新零售驱动下流通供应链商业模式的转型升级机理,即新零售通过重塑人、货、场,完成对流通供应链商业模式要素的调整,进而实现流通供应链商业模式的转型升级;紧接着,系统地梳理了我国现有流通供应链商业模式的五种类型,围绕流通供应链商业模式的转型升级机理,研究了不同类型流通供应链商业模式的转型升级路径,提出了适应新零售的以消费者个性化需求为导向的数字化、柔性化、扁平化、共享化和生态化的流通供应链平台生态系统商业模式。

The “new retail” is the breakthrough of the upgrading of China s circulation industry, which will reconstruct the circulation supply chain and will profoundly affect the business model of the circulation supply chain. Based on the business model theory and connotation of circulation supply chain, this paper constructs the theoretical framework of circulation supply chain business model. On this basis, around the essence of “new retail”, this paper reveals the transformation and upgrading mechanism of circulation supply chain business model driven by “new retail”, namely, the “new retail” realizes the adjustment of the business model elements of circulation supply chain by reshaping “people”, “goods” and “fields”, which will realize the transformation and upgrading of circulation supply chain business model. Then, this paper summarizes five types of business model of the current circulation supply chain in China. Based on the transformation and upgrading mechanism of the circulation supply chain business model, this paper studies the transformation and upgrading path of different circulation supply chain business models, namely optimizing the supply chain by implementing O2O from online to offline; flatting supply chain by implementing O2O from offline to online; making the supply chain flexible by outsourcing supply chain service and energizing supply chain by building O2O comprehensive service platform. Finally, this paper puts forward the platform ecosystem business model of circulation supply chain guided by consumers individual needs, conforming to the development trend of “new retail” and making itself digital, flexible, flat, shared and ecological.