多类型“互联网+”物流创新平台的商业模式比较研究

Comparative Study on Business Models of Multi-type “Internet plus” Logistics Innovation Platform

数字经济时代,"互联网+"物流创新平台呈现多元化发展趋势。建立主导主体、资本战略的二维框架体系,将平台分为无车承运平台、生态线上线下融合(O2O)平台、软件即服务(SaaS)平台、公共服务平台四种类型。根据不同类型平台切入点和关注点差异,选取C. H. Robinson、货车帮、oTMS、国家交通运输物流信息平台作为研究样本,从目标市场、价值主张、关键资源、价值创造、商业价值、创新/突破、流程整合、赢利模式八个指标入手,比较多类型"互联网+"物流创新平台的商业模式。研究表明:平台类型是商业模式选择的基石,只有与平台类型动态适配、高度契合的商业模式才能保证平台的高质量发展;从价值共创视角分析,平台的价值创造模式将最终以生态系统服务簇的形式动态演化为生态系统包络。平台未来发展的着力点包括锻造数字化供应链、夯实消费者体验、洞察细分市场风口、打造生态赢利模式、高效协同跨界创新、融合创新机制体制。厘清和甄别不同类型的"互联网+"物流创新平台商业模式,对助推数字经济时代平台型物流企业创新升级,培育"互联网+高效物流"领域的独角兽企业,具有独特的理论价值和重要的实践意义。

The"Internet plus"logistics innovation platform in the digital economy era presents a diversified development trend. A two-dimensional framework system of leading entities and capital strategies has been established. The platform is divided into four types:car-free carrier platform,ecological O2 O platform,SaaS platform and public service platform. According to the differences between different types of platform entry points and concerns,C. H. Robinson,Truck Alliance,oTMS,National public information platform for transportation & logistics(Abbreviated as LOGINK)are selected as research samples. Starting from the eight indicators of target market,value proposition,key resources,value creation,business value,innovation/breakthrough,process integration and profit model,the business model of multi-type"Internet plus"logistics innovation platform is compared. Research shows that:(1)Platform type is the cornerstone of business model selection;only the business model that is dynamically adapted to the platform type and highly compatible can guarantee the high-quality development of the platform.(2)From the perspective of value co-creation,the value creation model of the platform will eventually evolve into an ecosystem envelope in the form of an ecosystem service cluster. Finally,it is pointed out that the focus of the platform’s future development include forging the digital supply chain,consolidating the consumer experience,insight into the market segment,creating an eco-profit model,efficient collaborative cross-border innovation,and integrating the innovation mechanism.