场景驱动下新零售商业模式创新及其价值创造的机理与策略

The Mechanism and Suggestions of Context-driven Business Model Innovation and Its Value Creation in New Retail

数字技术颠覆了零售行业的商业模式,通过重塑人、货、场关系驱动的新零售场景,为零售商与消费者带来全新的价值体验,也为我国商品经济发展带来新活力。在文献梳理的基础上,界定新零售场景和场景价值的内涵,识别出社群、内容、时空等场景要素,分析功能、效率、体验、情绪等场景价值的构成维度并探究其互动关系,构建“关系—场景—价值”概念模型。此外,引入商业模式创新的概念,并将其作为价值创造的抓手,以“场景—模式—价值”为主线,建构场景驱动下新零售商业模式创新的价值创造机理理论框架,提出“应用场景新颖化创造功能价值”“交易场景时空化创造效率价值”“互动场景内容化创造体验价值”“关注场景社群化创造情绪价值”等4条创造场景价值的策略。最后,以步步高为样本开展案例分析,为价值创造机理理论提供经验证据。研究丰富了商业模式场景化理论,也为新零售企业开展商业模式创新提供了理论参考。

The rapid development of digital technology has completely transformed the retail industry's business models by reshaping the relationships among people,goods,and yards.It has provided consumers with entirely new value experiences and injected fresh vitality into China's commodity economy.However,existing research has not clearly elucidated the mechanisms of business model innovation driven by new retail contexts.Firstly,on the basis of the literature review,we clearly defined the connotation of new retail context and contextual value.We identified key contextual elements,such as community,con-tent,time,and space,and developed dimensions of contextual value,including emotion,experi-ence,and efficiency,beyond basic functional value.By exploring the interactions between these elements and values,we generated a conceptual model of"relationship-context-value".Furthermore,we introduced the concept of business model innovation as a means of value creation.Using"context-model-value"as a framework,we constructed a theoretical model to ex-plain the mechanism of value creation in context-driven new retail business model innovation.Specifically,we proposed four strategies for creating contextual value:①"novelizing application context to create functional value",enhance the functionality of products and services;②"tran-siting the space and time of purchase to create efficiency value",optimizing transaction pro-cesses and logistics systems,increasing transaction efficiency;③"realizing virtual interactive context to create experience value",enrich content and interactive formats,improving the con-sumer shopping experience;④"socializing attention context to create emotional value",build communities and emotional connections,enhancing consumers'emotional recognition.Finally,to verify the effectiveness of the theoretical framework,we further analyzed the re-nowned retail enterprise"Better Life"as a case study.The practices of Better Life in new retail context-driven business model innovation show significant success in areas such as application scenarios,transaction scenarios,interactive scenarios,and attention scenarios.It has not only im-proved the efficiency of product circulation and consumer shopping experiences but also strengthened consumers'emotional recognition and brand loyalty.In summary,this study enriches contextual business model theory,providing theoretical support for business model innovation in new retail enterprises driven by digital technology,and offers specific guidance and references for practical new retail enterprises.Future research could further explore the relationship between business model innovation and contexts through multi-case or empirical methods to provide more comprehensive and in-depth theoretical guidance for the development of the new retail industry.