跨境电商平台型企业多维协同式价值创造与商业模式迭代演化路径——基于水羊股份的纵向案例研究

Multi-dimensional Collaborative Value Creation and IterativeEvolution Paths of the Business Model for Cross-border E-commercePlatform Enterprises:A Case Study Based on S’YOUNG Group

随着数字经济发展和居民消费升级,以去中心化为特征的跨境电商平台型企业需打破传统的价值挖掘方式以协同多方主体。选取水羊股份作为研究对象,基于价值创造主体视角,运用程序化扎根理论,探究不同发展阶段的价值导向如何与资源行动匹配以实现价值创造过程,具体结合每一阶段的价值导向对商业模式布局的影响,探讨以水羊股份为代表的跨境电商平台型企业各阶段商业模式特征及迭代演化路径。研究发现:随着企业的价值导向从“业务导向”“科技导向”到“平台导向”的延伸,企业价值创造的主体实现了从“企业”“企业—顾客”到“企业—多方主体”的转变,其商业模式演化路径表现为“自我主导型商业模式→市场需求型商业模式→多维协同型商业模式”的迭代;价值导向与资源行动的匹配协同是跨境电商平台型企业商业模式创新的重要条件;协同式价值创造过程包括为终端顾客创造价值、平台企业自身价值获取、其他合作方的价值获取以及价值在这些主体间的传递和分配。对于跨境电商平台型企业的资源利用、价值导向调整以改善经营困境具有重要的参考意义。

With the development of digital economy and consumption upgrading,cross-border e-commerce platform enterprises with the characteristics of decentralization need to break the traditional way of value mining to coordinate with multiple entities.Based on the perspective of value creation subjects,this paper selects S’YOUNG Group as the research object,and uses procedural grounded theories to explore how value orientation at different development stages matches resource actions to realize value creation,and how value orientation at each stage of specific structures affects the layout of a business model.This paper discusses the business model characteristics and the iterative evolution paths of cross-border e-commerce platform enterprises represented by S’YOUNG Group in each stage.It is found that with the extension of enterprise value orientation from“business orientation”and“technology orientation”to“platform orientation”,the subject of enterprise value creation has realized the transformation from“enterprise”and“enterprise-customer”to“enterprise-multi-subject”.The evolution path of the business model is the iteration of“self-oriented business model→market demand business model→multi-dimensional collaborative business model”.The matching and coordination between value orientation and resource actions is an important condition for the business model innovation of cross-border e-commerce platform enterprises.A collaborative value creation process includes value creation for end customers,value acquisition by platform enterprises themselves,value acquisition by other partners,and value transmission and distribution among these subjects.This paper has an important reference significance for cross-border e-commerce platform enterprises in resource utilization and value-oriented adjustment to improve business difficulties.