相得益彰:数据驱动新零售商业模式闭环的构建机理——盒马案例研究

Complementing Each Other:Construction Mechanism of Data-driven New Retail Business Model Loop:A Case Study of Hema

数字经济时代下,数据驱动和新零售商业模式创新之间相得益彰,这使得构建数据驱动新零售商业模式闭环成为可能,然而这一过程机理仍不甚清晰。本文基于数据网络效应理论,以“数据资源行动—数据能力生成—数据网络效应”为逻辑主线,通过盒马案例研究,系统探索出数据驱动新零售商业模式闭环的构建机理。研究表明:数据驱动新零售商业模式闭环构建是数据资源行动和数据能力生成互动的过程,包括“闭环启动”“闭环扩容”和“闭环加固”三个阶段,表现为“全触点体验优化→价值网络拓展→竞争优势实现”的动态循环,其背后体现出数据网络效应的理论逻辑。具体而言,“闭环启动”“闭环扩容”和“闭环加固”三个阶段可分别被提炼为“场景匹配”“连接协同”和“提效增值”,正是有了“场景匹配→连接协同→提效增值”的动态循环,数据网络效应助推数据驱动新零售商业模式闭环构建的理论逻辑才得以体现。

In the era of digital economy,data-driven force and new retail business model innovation can complement each other to form the data-driven new retail business model loop,however,we know little about this process and its mechanism behind.In this paper,grounded in an in-depth case study of Hema,we systematically explore the construction mechanism of the data-driven new retail business model loop through data network effects theory and the logic of“data resource action-data capability generation-data network effects”.Taken together,the overall research object is how to construct the data-driven new retail business model loop,which can be further refined into two aspects:the process of constructing the data-driven new retail business model loop and the theoretical logic of data network effects.The findings reveal that the construction of the data-driven new retail business model loop is an interactive process of data resource action and data capability generation,which includes three phases,namely start,expansion,and reinforcement,they are manifested in the dynamic cycle of“experience optimization of all touch points→value network expansion→competitive advantage realization”,with the theoretical logic of data network effects behind.Specifically,according to the data network effects theory,start,expansion,and reinforcement three phases can be respectively refined as“scene matching”,“connection synergy”,and“value-adding efficiency”,the boosting logic of data network effects theory behind the construction of the data-driven new retail business model loop can be realized through the dynamic cycle of“scene matching→connection synergy→value-adding efficiency”.The final theoretical model built in this paper can not only contribute to the existing research gaps on the loop innovation of the data-driven business model and new retail business model,but also expand data network effects by its theoretical boundaries and research contexts.