垂直二手交易平台商业模式价值逻辑研究--基于扎根理论的探索性案例分析

Business Model Value Logic of C2B2C Vertical Second-hand Trading Platform--Exploratory Cases Analysis Based on Grounded Theory

本文针对C2B2C垂直在线二手交易平台的商业模式价值逻辑展开研究。选取了4个案例--多抓鱼、Plum红布林、爱回收、得物为研究对象,运用程序性扎根理论的数据处理方法,对所选样本的数据资料进行开放性编码、主轴编码和选择性编码,构建C2B2C垂直二手交易平台商业模式价值逻辑的理论模型。研究表明:C2B2C垂直二手交易平台商业模式价值逻辑由新价值主张、数据驱动商业生态构建、用户-平台强连接价值网络和可持续的价值获取四大要素组成。根据该理论模型,对同类型的平台企业的商业模式价值逻辑创新提供对策建议,即优化价值主张、革新价值创造逻辑、搭建稳定的价值网络、丰富价值实现的方式。

The research investigated the business model value logic of C2B2C mode vertical online second-hand trading platform.Duozhuayu,Plum Hongbulin,Aihuishou and Dewu,were selected as the research objects.By using the data processing method of procedural grounded theory,open coding,principal axis coding and selective coding were carried out on the data of the selected samples,and the theoretical model of C2B2C mode vertical second-hand trading platform business model value logic was constructed.The findings reveal that the business model value logic of C2B2C mode vertical second-hand trading platform consists of new value proposition,data-driven business ecology construction,user platform strong connection value network and sustainable value acquisition.According to the theoretical model,the research provides countermeasures and suggestions for the business model value logic innovation of the same type of platform enterprises.That is optimizing the value proposition,innovating the value creation logic,building a stable value network,and enriching the way of value realization.