中国零售企业竞争优势的构建路径——一个社会网络视角下的探索性案例

Path of Building Competitive Advantage for Chinese Retail Firms

中国零售企业过度依赖通道费的赢利模式亟需转型,在转型过程中,零售企业不应仅局限于企业内部资源,而应从社会网络视角占据社会网络中的结构洞位置,充分发挥信息优势和控制优势,通过价值整合活动,走进供应商价值链,介入顾客的生活方式,强化零售企业与相关方的联系强度,提升零售企业的网络中心性,并优化企业内部价值链,协调各部门的业务活动,为与相关方建立强联系提供管理保障,最终促使企业成为价值链的核心企业,确立企业独特的竞争优势。

Transformation of traditional retailers becomes an important issue followed by both scholars and practitioners.Based on social networks perspective,the authors report a case study of Z supermarket in Wuhan. They analyze the transformationprocess of this company in depth;after that they put forward theoretical propositions about retail firms competitive advantage,andthen establish a transformation strategy model for traditional retail companies. The research shows that retailers are linked with theproduction and consumption sectors,taking up the position of structural holes in social networks. Retailers should make full use ofthis favorable position,and try to gain the interests of information and controlling. By actively and effectively entering into thesupplier value chain and customer lifestyle,retailers are able to enhance the connection strength with them,so as to improve itsnetwork centrality,become a core enterprise on the whole value chain and establish unique competitive advantage.