网络零售平台商业模式创新关键成功因素研究述评

Review on Key Successful Factors of Business Model Innovation of Online Retail Platform

在对国内外相关文献回溯基础上,以双边市场理论为分析视角,对网络平台、网络零售平台、商业模式以及商业模式创新的内涵做了基本的回顾和界定;以网络零售平台理论为基础,借助国外学者的九要素模型、四维度模型、价值共创模型以及国内学者的平台模型等构建了网络零售平台商业模式研究分析架构;最后从路径创新视角、阶段创新视角、连接机制视角、要素创新视角分析了网络零售平台商业模式创新的关键成功因素,构建了网络零售平台商业模式创新关键成功因素的分析架构。

Based on the review of relevant literature at home and abroad,and from the perspective of bilateral market theory,this paper reviews and defines the connotation of network platform,online retail platform,business model and innovation.At the same time,based on the theory of online retail platform,with the help of nine-factor model,four-dimensional model,value co-creation model of foreign scholars,and platform model of domestic scholars,this paper constructs an analysis framework of online retail platform business model.Finally,it analyses the business model creation of online retail platform from the perspective of path innovation,stage innovation,connection mechanism and factor innovation.The new key success factors and the analysis framework are constructed,which lay the foundation for the next related research.