价值链视角下国美商业模式创新研究

Research on the Innovation of Gome’s Business Model from the Perspective of Value Chain

伴随国内消费的升级,传统零售企业在新零售浪潮下纷纷进行商业模式创新。企业价值链思维与新零售"人—场—货"的价值创造逻辑具有融合性,价值链视角下的老牌零售企业国美在需求、技术、资源等多种因素的推动下,以实现顾客价值为主张,通过拓宽后端融资渠道、改善商品结构、建立价值链战略联盟,打造全渠道盈利模式,逐渐由单一家电销售商向家庭生活整体方案提供商、服务解决商、供应输出商转变并取得良好的效应。然而国美仍面临诸如成本风险加剧、销售渠道融合难度大、自身物流体系水平低、价值链前端业务收入不稳定等发展瓶颈,未来仍需继续整合价值链各成员的优势资源以实现向新零售转型升级。

With the upgrading of domestic consumption,the traditional retail enterprises have been carrying out business model innovation under the background of new retail wave.The value chain thinking of enterprises is logically integrated with the value creation of“people-market-goods”in new retail.Under the perspective of value chain,Gome,an established retail enterprise,driven by the various factors such as demand,technology and resources,takes the realization of customer value as its value proposition.By broadening the back-end financing channels,improving the commodity structure,establishing the strategic alliance of the value chain,and creating an omni-channel profit model,Gome has gradually transformed from a single household appliance seller to a family life overall solution provider,service provider,supplier and exporter,and has achieved good effects.However,Gome is still faced with development bottlenecks,such as increased cost risk,difficult integration of sales channels,low level of its own logistics system,and unstable business income at the front-end of the value chain.In the future,it still needs to continue to integrate the superior resources of all members of the value chain to realize the transformation and upgrading to new retail.