电商企业的新零售商业模式构建过程剖析——基于苏宁的案例分析

An Analysis of the Construction Process of the New Retail Business Model of E-Commerce Enterprises—Based on Suning’s Case Study

零售业商业模式的创新从未停下过脚步,随着马云在2016年10月的阿里云栖大会上提出了“新零售”的概念,开启了新一轮的商业模式变革。未来十年,新零售商业模式无疑将会成为电商企业变革升级的主旋律,如何建立具有竞争力的新零售商业模式具有十分重要的研究价值。苏宁易购作为电商零售行业的领军企业之一,经过二十七年的发展,积累了丰富的商业模式建设经验,如今苏宁率先提出“智慧零售”的商业模式概念,引领新零售变革的浪潮。因此,本文将以苏宁为例,运用基于扎根理论的案例研究方法,通过对苏宁的新零售商业模式的构建过程进行剖析,分析新零售模式构建过程中的关键要素和特征,探讨具有普适性的电商零售企业新零售商业模式转型的路径,并且希望能为我国电商企业的新零售模式转型的理论与实践研究起到一定的参考意义。

Innovations in the retail business model have never stopped.As Ma Yun proposed the concept of“new retail”at Alibaba’s October 2016 conference,a new round of business model reforms began.In the next decade,the new retail business model will undoubtedly become the main theme of the e-commerce business transformation and upgrading.How to establish a competitive new retail business model has very important research value.As one of the leading companies in the e-commerce retail industry,Suning e-commerce has accumulated rich experience in business model building after 27 years of development.Suning is now the first to propose the concept of“intelligent retail”business model,leading the wave of new retail transformation.Therefore,this article will use Suning as an example,using a case study method based on grounded theory to analyze the construction process of Suning’s new retail business model,analyze the key elements and characteristics of the new retail model construction process,and explore the universality.The path of the new retail business model for e-commerce retailers is expected to be able to serve as a reference for the theoretical and practical research of the new retail model transformation of e-commerce companies in China.