场景链如何基于供应链赋能新零售商业模式价值共创?——福田汽车案例研究

How does Scenario Chain Create Value Based on Supply Chain Enabling New Retail Business Model: Case Study of Foton

近年来,国内汽车新国潮汹涌澎湃,科技进步叠加需求变迁,共同驱动汽车新零售商业模式的场景化价值创造。然而,现有新零售商业模式场景化价值创造机理尚不明确,且其价值创造路径亦不清晰,难于指导实践。为此,文章依据以下逻辑展开研究:(1)首先,以福田汽车供应链新零售商业模式为例,采用扎根理论方法,识别商业模式场景化价值创造动因。(2)其次,结合福田汽车“造车—买车—用车—养车—换车”场景链搭建的实际,基于供应链各节点不同场景用户的“消费需求—消费习惯—消费偏好”,借助不同场景的“商业场景—消费期望—商业情境”配置提出“场景链”适配理论。(3)再次,基于场景链挖掘供应链新零售商业模式价值共创赋能机理,进而提炼供应链新零售商业模式的链式赋能价值共创路径。结果表明,整条供应链新零售商业模式是以“产品功能为基—服务效用为先—场景体验为王”的主导演变的逻辑赋能价值共创,指出新零售应从“供应链—场景链—期望链”3链融合视角借助价值链为用户期望的不同“场”搭建相应的“景”。同时指出,用户需求端和供给端基于场景链连接和匹配有助于满足用户消费期望的时空细分,通过将情境要素嵌入和适配场景有助于多维价值的立体化共创,进而促进整条供应链场景经济的高质量发展。

Over the years, there are lack of correlation for the scenarios of each party in manufacturing industry supply chain, which appears the construction and application mode of "fragmentation" and "separation". There are few systematic and correlation scenarios of each party and related business in the supply chain, which makes the extensive supply of each party in the manufacturing industry supply chain difficult to satisfy the increasingly detailed chain consumption demand of users. In this case, the manufacturing industry supply chain scenario needs to be explored and reconstructed with "overall transformation, all-round empowerment and revolutionary reconstruction", so as to enhance the sense of comprehensive experience of enterprises and end users at all parties of the supply chain. However, the existing manufacturing industry is characterized by insufficient systematic planning of application scenarios, lack of innovative design of application scenarios, and limitation of user participation in application scenario development, which restrict the in-depth development of scenario business model practice at different parties of the supply chain. In recent years, the new national prevalent domestic vehicles are surging, and the demand is changing for the scientific and technological progress superimpose.These jointly drives the scenario value creation for the new retail business model of vehicles. However, it is not definite that the mechanism of scenario value creation of the existing new retail business model. And the value creation path is not clear, which is difficult to guide practice.Therefore, this article carried out the research based on the following logic:(1) Firstly, it took the new retail business model of Foton vehicles’ supply chain as an example, and adopted the grounded theory method to distinguish the value creation drivers that lead the logical evolution of different value forms of "product function value", "service utility value" and "scenario experience value".(2) Secondly, it combined with the reality of scenario chain construction of Foton vehicles’ "manufacturing car-buying car-using car-maintaining car-changing car", and pointed out that the value co-creation of the new retail business model of the supply chain is to deconstruct the new retail business model of each party of the scenario chain, integrate the scenario elements into the deconstructed business model elements. And based on the evolution of users’ consumption expectations at each party of the supply chain, it realized the Chain co-creation of value with the help of the deconstruction and reconstruction of the new retail business model of the supply chain for the three-dimensional and one scenario adaptation of "business scene-consumption expectation-business context".(3) Thirdly, based on the scenario chain to excavate the value co-creation enabling mechanism of the new retail business model of the supply chain,and then refining the chain enabling value co-creation path of the new retail business model of the supply chain. Specifically, it guided by the concept of scenario chain value co-creation and the business model of "value creation motivation,value creation mechanism, and value realization path" with the integration of "supply chain, scenario chain, and expectation chain to value co-creation chain". Value creation is realized through three paths of "user expectation scenario", "value proposition spatio-temporal" and "business scenario interaction".Accumulating user data of upstream and downstream parties of the supply chain and continuously subdividing the scenario value to explore user pain points in the application scenario chain. The scenario chain forms the value co-creation orientation of the scenario value chain of "value parties, value parties cluster value chain" with the evolution logic of "product function as the basis-service utility as the first-scenario experience as the king", designing more optimized, more professional and practical value co-creation solutions. It build corresponding "scenes" for different "distribution" expected by users with the help of value chain. Based on this, the manufacturing industry should break the original retail logic, and utilize the scenario chain to deconstruct the business model of each party for data mining and user portrait, integrate the scenario elements into the deconstructed business model elements, and realize the chain reconstruction of the business model of each party through the contextual configuration. The growth of supply chain can be changed from the single party to the win-win mode of supply chain, so as to promote the growth of supply chain from the single party to the high-quality mode of retail, and turn the growth of a single node of the supply chain into a chain win-win situation for all nodes of the supply chain, to promote common prosperity of society.