Costco商业模式解析及启示

Analysis and Enlightenment of Costco Business Model

商业模式对企业可持续竞争优势的形成,以及企业生存、发展都起到至关重要的作用。随着线上销售模式的快速发展,我国传统零售业的商业模式已经无法满足新阶段的市场需求,因而传统零售业有必要在借鉴优秀企业的商业模式的基础上,实现自身创新。首先运用魏朱六要素模型从定位、业务系统、关键资源与能力、赢利模式、现金流结构和企业价值这六个方面分析Costco商业模式,其次从Costco商业模式要素的六个维度提出对我国传统零售业的启示,最后探讨当前Costco面临的挑战。在系统分析Costco商业模式的同时,对传统零售业重构商业模式、提升企业价值也具有重要的启示意义。

Business model plays an important role in the formation of sustainable competitive advantage as well as the survival and development of enterprises.With the rapid development of online sales model,the business model of traditional retail industry in China has been unable to meet the market demand in the new stage.Therefore,it is necessary for the traditional retail industry to learn from the business model of excellent enterprises and realize its own innovation.Firstly,this paper analyzes Costco business model from such six aspects as positioning,business system,key resources and capabilities,profit model,cash flow structure and enterprise value by using Wei Zhu six factor model.Secondly,it puts forward the enlightenment to the traditional retail industry in China from six dimensions of Costco business model elements,and finally discusses the current challenges to Costco.The research results of this paper not only analyze the Costco business model,but also have important implications for the traditional retail industry to reconstruct the business model and enhance the enterprise value.