交易成本与零售商业模式的变迁——以图书流通行业为例

Transaction Costs and the Business Mode Evolution of Retail Industry——A Case Study of Book Distribution Industry

从交易成本的角度,可分析图书流通行业中商业模式变迁的过程。从实体书店到网络书店的行业更迭,从当当一家独大到京东、天猫等不同电商模式竞争者的入局,从大型网店的主流化到社区型图书电商的快速崛起,虽然表面上表现为价格竞争下的流量转移,但这些商业模式变迁或自然淘汰的过程,在本质上都是沿着交易成本更低、用户黏性更高的路径在演化,并且将偏好不同的读者分别锁定于不同的商业模式下。这些代表性企业在最初都是在亏损状态下运行,但用户交易数据的长期积累为它们树立起了竞争的门槛,也使它们撮合成交的能力不断提升,这也是它们以较高的用户黏性和较低的交易成本持续参与竞争的核心能力。

From the aspect of transaction cost,we can analyze the business mode evolution of book distribution industry.From physical book store to online book store,from the strongest status of Dangdang.com to the come of Jd.com and Tmall.com,from the mainstreaming of big online bookstore to the sharply rising of online community bookstore,all these changes seem to be the results of price competition and transfer of consumers.But in essence,they are changing along the evolution path to lower transaction costs and higher user loyalty;and readers with different tastes are locked in different business modes.Reviewing the development history of those winners(or survivals),the author finds that they all have suffered losses for the beginning years.During these years,they accumulated a big data base of their consumers,by which,they built a barrier against their competitors and improved their capability for making a deal;and this is also their corn capability for taking part in competition with higher consumer loyalty and lower transaction costs.