现代价值链下“新零售”商业模式的重构——基于“盒马鲜生”的九要素画布

在消费升级、信息技术快速发展等多种因素影响驱动下,传统零售企业发展瓶颈日益显现,旧的业态模式已无法适应和满足不断升级的消费诉求。本文通过构建现代价值链维度,以九要素画布为主范畴评价指标,细化与剖析要素单位,总结提炼商业模型理论机理和价值链优化路径。在提供理论贡献的同时,为企业在实现多维度价值增值、价值持续盈利的情况下,提升抵抗、应对风险能力提供实践指导。最后,本文提出了包括直驳“供产销”、整合优化供应链管理、构建“O2O+物流+社交运营+体验场景”的复合零售业态、完善现代信息基础建设、赋能零售企业智慧智能提升整体运营效率等建议,旨在为“新零售”企业升级与重构商业模式提供路径方法和具体策略。

Under the influence of consumption upgrading,information technology and other factors,the bottleneck of traditional retail enterprises is becoming more and more obvious,and the old business model can no longer meet the demands of escalating consumption.Through on-the-spot investigation,this paper constructs the modern value chain dimension as the research frame,the nine-element canvas as the main category evaluation index,refines and analyzes the element units,summarizes and refines the business model theory mechanism and the value chain optimization path.At the same time,it also provides practical guidance for enterprises to improve their ability to resist and deal with risks under the condition of the realization of multi-dimensional value appreciation and sustainable profits,and puts forward some suggestions including connecting"supply,production and marketing",integrating and optimizing supply chain management,building a composite retail format of"O2O+logistics+social operation+experience scenario",improving the modern information infrastructure and empowering the intelligence of retail enterprises to improve the overall operating efficiency,so as to provide the path method and concrete measures for upgrading and reconstructing the"New Retail"business model.