数字化情境中的流通效率实现机制——基于匹配与扩张视角的案例研究

Mechanism of Circulation Efficiency in Digital Circumstances—A Case Study Based on the Perspective of Matching and Expansion of Circulation

当前,快速发展的数字技术深刻影响了流通效率的实现。在数字化情境中探讨流通效率的微观实现机制,需要从流通的时空双重维度出发,将宏观层面的商品流通效率对应为企业在“匹配”和“扩张”的微观流通活动中的效率。采用追踪访谈的一手数据,基于韩都衣舍、酒仙网的案例,探讨了企业在数字化情境中的流通效率实现问题。研究发现:在“去中间化”路径中,数字化驱动了基于供应链整合的匹配效率实现和基于消费社群拓展的扩张效率实现,交叉网络效应与数据网络效应动态放大了这一作用;在“再中间化”路径中,数字化辅助了基于渠道纵向协作的匹配效率实现和基于店面连锁的扩张效率实现,用户网络效应与数据网络效应动态放大了这一作用。因此,承担流通活动的企业需结合自身对于流通渠道演化的路径选择,采取适配的数字化战略,以促进流通效率实现。

Currently,the rapid development of digital technology has impeded circulation efficiency.To explore the micro-level mechanism of circulation efficiency in the digital context,it is necessary to start from a dual perspective of time and space.This involves aligning macro-level commodity circulation efficiency with the efficiency of enterprises in micro-level circulation activities such as“matching”and“expansion”.Based on the cases of Handu Yishe and Jiuxian.com and the primary data from follow-up interviews,this study explores the circulation efficiency of enterprises in the digital context.The findings are as follows.In“de-intermediation”,digitalization enables the realization of matching efficiency based on supply chain integration and the realization of expansion efficiency based on community expansion,and cross-network effects and data network effects dynamically amplify this process.In“re-intermediation”,digitalization facilitates the realization of matching efficiency based on channel vertical collaboration and the realization of expansion efficiency based on store chain,and user network effects and data network effects dynamically amplify this process.Therefore,enterprises engaged in circulation activities should integrate the circulation channels and implement suitable digital strategies to enhance circulation efficiency.