社区电商的全渠道商业模式构建探析--以兴盛优选为例

Analysis on the construction of omni-channel business model of community e-commerce-Taking Xingsheng Selected as an example

随着数字经济的发展以及消费者主权时代的到来,顾客的购物体验塑造成为重要的环节,以消费者为中心的全渠道零售战略成为零售企业打造竞争优势的利器。在2020年新冠疫情的影响下,以“便利”社区家庭日常生活为主题的社区电商用“线上预售+线下自提”的模式获得了广大社区居民的喜爱,却也在全渠道实践开展过程中出现了线上线下服务供给能力不平衡、渠道通路不完整等问题。文章基于Osterwalder的商业模式构成要素理论,以兴盛优选为例,从价值主张、关键业务、核心资源、伙伴关系、客户关系和渠道通路等九个方面分析和研究了社区电商全渠道商业模式的构成内容,提出构建全渠道商业模式的关键在于以消费者购物体验为中心,利用核心资源大数据分析能力连接商业伙伴和目标客户,通过精准的渠道选择与设置搭建起畅通的渠道通路,实施线上线下融合的关键业务以实现零售企业的价值主张。

With the development of the digital economy and the advent of the era of consumer sovereignty,the shaping of the customer's shopping experience has become an important link.Under the influence of COVID-19 in 2020,community e-commerce with the theme of“convenience”community family daily life,has won the favor of the majority of community residents with the model of“online pre-sale+offline pickup”,however,there are some problems such as unbalanced supply capacity of on-line and off-line service and incomplete channel channel channel in the whole channel practice.The article is based on Osterwalder's theory of business model components,taking Xingsheng Selected as an example,and analyzes and studies the omni-channel business model of community e-commerce from nine aspects including value proposition,key business,core resources,partnership,customer relationship and channel access.It is proposed that the key to building an omni-channel business model is to focus on consumer shopping experience,use core resource big data analysis capabilities to connect business partners and target customers,and build a smooth channel channel through precise channel selection and setting.The key business of online and offline integration to realize the value proposition of retail enterprises.