自营式电商的数字化升级机理

The Digitalization Upgrade Mechanism of the Online Retailers of Proprietary Trading

自营式电商是传统零售自营模式基于互联网情境的拓展,然而其原有的痛点与瓶颈依然存在。探讨自营式电商如何更好地发挥商业资本职能具有理论和实践的双重意义。不同于电商发展的早期阶段,数字化为自营式电商跳出传统的盈利困境、摆脱单一的平台化转型思路、回归自营并最终驱动流通效率变革提供了广阔可能。为了揭示自营式电商如何实现数字化升级,文章首先从理论视角出发,归纳了自营式电商的本质属性和数字化作用的可能路径。而后选取了两家典型的案例企业,结合微观情境刻画了其内在机制。研究发现:利用数字技术,自营式电商可以通过强化商业资本职能提升商品经营效率,通过供应链反向整合实现流通效率与生产效率的同步改进,更能以数字化赋能的方式加速市场扩张并提升线下实体门店的运行效率。以上机理为自营式电商及其数字化零售创新提供了一定启发。

Although the online retailing of proprietary trading has achieved great development in the Internet context,it still faces many pains and bottlenecks.Therefore,it is of theoretical and practical significance to explore how the online retailers of proprietary trading to perform commercial capital functions.Different from the early stage of e-commerce,digitalization makes it much possible for online retailers of proprietary trading to break through traditional profit dilemma and get rid of the single platform orientation,then return to proprietary trading and finally enhance circulation efficiency.To reveal how the online retailers of proprietary trading realize digitalization upgrading,this paper first summarizes the essence of the online retailers of proprietary trading and the possible path of digitization from a theoretical perspective.Then,two typical cases are selected to depict a more complete internal mechanism.Research shows that with digital technology,the online retailers of proprietary trading can not only enhance the efficiency of commodity operation through strengthening the function of commercial capital,but also attain the synchronous improvement of circulation and production efficiency through the reverse integration of supply chain.Meanwhile,enterprises can accelerate the market expansion and improve the efficiency of physical stores by digital empowerment.The above mechanism provides some inspiration for the online retailing of proprietary trading and its digital retail innovation.