摘要
通过剖析盒马鲜生以新颖导向型流通模式为起点的服务价值创造过程,京东生鲜以效率导向型流通模式为起点的服务价值创造过程,提出了以不同生鲜电商流通模式为起点的服务价值创造的实现机理;通过分析生鲜电商的服务价值创造结果,进一步提出了“双重导向”型流通模式及其服务价值创造的实现机理。研究发现,生鲜电商流通模式的关键构成包括服务提供、能力迭代、场景发展和价值变现;根据构成要素的不同组合,将流通模式细分为新颖导向型、效率导向型和“双重导向”型,其服务价值创造的实现机理反映了多样性互补和聚焦性互补的重要性作用;“双重导向”型生鲜电商流通模式是新颖导向型流通模式和效率导向型流通模式演化的共同结果。
By analyzing the service value creation processes of Freshippo starting from a novelty-oriented circulation mode and JD-Fresh starting from an efficiency-oriented circulation mode,the implementation mechanism of service value creation starting from different fresh produce e-commerce circulation modes is proposed.By analyzing the service value creation results of fresh produce ecommerce,a“dual-oriented”circulation mode and its implementation mechanism for service value creation are further proposed.The main components of the circulation modes include service provision,capability iteration,scenario development,and value realization.Different combinations of the main components are divided into three types:novelty-oriented,efficiency-oriented,and“dual-oriented”.The realization mechanisms for creating service value reflect the importance of diversity-complementary and focus-complementary.The“dual-led”type is the expected result of the evolution of novelty-oriented and efficiency-oriented modes.
作者
但斌
江小玲
王烽权
DAN Bin;JIANG Xiaoling;WANG Fengquan(School of Economics and Business Administration,Chongqing University,Chongqing 400044,China;Chongqing Key Laboratory of Logistics at Chongqing University,Chongqing 400030,China;School of Business Administration,Chongqing Technology and Business University,Chongqing 400067,China)
出处
《商业经济与管理》
北大核心
2024年第1期20-36,共17页
Journal of Business Economics
基金
国家社会科学基金项目“生鲜农产品供应链应急响应体系构建及管理研究”(22VRC128)。
关键词
生鲜电商
流通模式
服务价值创造
双案例研究
fresh produce e-commerce
circulation modes
service value creation
dual-case study
