【作者】 曾锵；

【导师】 李靖华；

【作者基本信息】 浙江工商大学 ， 技术经济及管理， 2019， 博士

【摘要】 近年来,一方面,零售业的发展呈现两种鲜明对比的局面,许多零售企业尤其是传统零售企业发展受困和日渐式微,同时也涌现出了一批诸如孩子王、盒马鲜生、尚品宅配、ZARA、优衣库等优秀和成功的零售企业;另一方面,自马云提出“新零售”概念以来,实业界掀起了热烈的对“新零售”现象和概念的讨论,也引起了学术界的高度关注和理论讨论。基于以上现实背景和理论背景,迫切需要发展适合零售业或零售企业的学术理论对以上现象进行解读和剖析,而本文试图运用商业模式理论构建零售商业模式理论框架,在理论上有所突破以实现对现实和实践的理论指导。本文在对商业模式理论、流通经济理论、零售业态理论进行文献梳理的基础上,尤其是借鉴商业模式双重属性的思想,通过优衣库、ZARA、尚品宅配、宜家、西西弗、言几又六个探索性案例研究构建了“商业模式架构属性—商业模式价值属性—价值创造”的零售商业模式理论框架;接着,在对顾客价值创造和零售顾客价值创造进行理论分析,和借鉴系统架构理论对零售商业模式架构及其属性进行理论分析的基础上,对一体化架构、定制化架构和场景化架构的零售商业模式进行了理论模型构建,提出了一系列理论假设;最后在以上研究的基础上,通过对零售企业的问卷调查进行了实证研究和实证分析,揭示了零售商业模式实现价值创造的内在机理。通过上述研究,本文得出以下结论:(1)构建了零售商业模式理论框架,即“商业模式架构属性—商业模式价值属性—价值创造”。(2)提出了一体化架构、定制化架构、场景化架构三种架构零售商业模式,借鉴系统架构理论对三种架构及其属性进行了理论分析,并构建了理论模型。一体化架构是零售企业和制造企业的融合,定制化架构是零售企业与消费者的接合,场景化架构是销售界面的场景建设的努力和行为,零售企业是承担场景空间建设的主要主体。一体化架构的架构属性包括与供应商产权一体化程度、与供应商建立契约的长期性和完备性、与供应商的信息共享化程度;定制化架构的架构属性包括顾客参与的程度、消费者信息化和大数据化的程度、产品的定制化程度;场景化架构的架构属性包括场景空间的审美性、产品作为场景文化价值载体的媒介性、消费者对场景传达的文化价值的认同性。(3)实证研究的结论表明:一体化架构对低成本价值创造有显著正向影响,一体化架构对零售商业模式价值属性的效率性、新颖性和锁定性有显著正向影响,效率性和新颖性对低成本价值创造有显著正向影响,效率性和新颖性对一体化架构对低成本价值的影响发挥完全中介的作用;定制化架构对个性化价值创造有显著正向影响,定制化架构对零售商业模式价值属性的效率性和新颖性有显著正向影响,效率性对个性化价值创造有显著正向影响,效率性对定制化架构对个性化价值的影响发挥部分中介的作用;场景化架构对体验价值创造有显著正向影响,场景化架构对零售商业模式价值属性的新颖性和互补性有显著正向影响,新颖性和互补性对体验价值创造有显著正向影响,新颖性和互补性对场景化架构对体验价值创造的影响发挥完全中介的作用。与已有研究相比,本文的创新主要体现在以下三个方面:(1)构建的零售商业模式理论框架,实现了与商业模式宏观研究的对接和承接,验证了商业模式二重属性——商业模式架构属性和商业模式价值属性以及二者关系的存在性,突破和超越了Sorescu等提出的零售商业模式理论框架;(2)基于本文构建的零售商业模式理论框架:商业模式架构属性—商业模式价值属性—价值创造,探究和揭示了零售商业模式实现价值创造的内在机理;(3)提出了一体化架构、定制化架构、场景化架构三种零售商业模式架构,并尝试将系统架构思想迁移至商业模式理论,借鉴系统架构理论对零售商业模式架构进行理论分析。更多还原

【Abstract】 In recent years,the development of the retail industry has presented a situation of "ice and fire are two heavy days ".Many retail enterprises,especially traditional retail enterprises,are suffering from difficulties and declining in their development.At the same time,there have also emerged a number of outstanding and successful retail enterprises,such as Kidswant,Hema,Shangpin,ZARA,Uniqlo and other;On the other hand,since Ma Yun put forward the concept of "new retail",the business community has set off a heated and heated discussion of the phenomenon of "new retail" and the pursuit of the concept of "new retail",which has aroused the academic circles high concern and the theory discussion.Based on the above realistic and theoretical background,there is an urgent need to develop academic theories suitable for retail or retail enterprises to interpret and analyze the above phenomena,and this paper attempts to construct the theoretical framework of retail business models by using business model theory in order to realize the theoretical guidance to reality and practice.Based on the literature review of business model theory,circulation economy theory and retailing theory,especially the thought of dual attributes of business model,through six case of Uniqlo,ZARA,Shangpin,Ikea,Sisyphe bookstore,Yanjiyou bookstore,this paper conducts an exploratory case study and constructs the theoretical framework of retail business model,that is "architecture attribute of business model,value attribute of business model,value creation of".Then,based on the theoretical analysis of customer value creation and retail customer value creation,and the theoretical analysis of retail business model architecture and attributes by using the architecture theory for reference,this paper constructs the retail business model of integrated architecture,customized architecture and scenarized architecture,and puts forward a series of theoretical hypothesis.Finally,on the basis of the above research,the empirical research and empirical analysis are carried out through the questionnaire survey of retail enterprises,which reveals the intrinsicmechanism of value creation of retail business model.Through the above research,the following conclusions are drawn:(1)The theoretical framework of retail business model is constructed,that is,business model architecture attribute,business model value attribute,value creation.(2)Three kinds of retail business models of integrated architecture,customized architecture and scenarized architecture are proposed.The three kinds of architecture and attributes are analyzed theoretically,and the theoretical model is constructed.Integrated architecture is the integration of retail enterprises and manufacturing enterprises,customized architecture is the joint of retail enterprises and consumers,and the scenarized architecture is the effort and behavior of the scene construction of the sales interface,the retail enterprise is the main body that undertakes the scene space construction.The architecture attributes of integrated architecture include the degree of integration with the supplier’s property rights,the long-term and completeness of establishing a contract with the supplier,and the degree of sharing of information with the supplier.The architecture attributes of customized architecture include the degree of customer participation,the degree of consumer informatization and big data,and the degree of customization of products.The architecture attributes of scenarized architecture include the aesthetic of scene space,the media of product as the carrier of cultural value of scene,and the identity of consumers to the cultural value conveyed by scene.(3)Integrated architecture has a significant positive impact on low-cost value creation,and has a significant positive impact on the efficiency,novelty and lock-in of retail business model value attributes.Efficiency and novelty have significant positive effects on low cost value creation.Efficiency and novelty play a fully mediating role in the impact of integrated architecture on low-cost value creation.Customized architecture has a significant positive impact on personalized value creation and has a significant positive impact on the efficiency and novelty of value attributes of retail business model.Efficiency has a significant positive influence on personalized value creation.Efficiency play a partly mediating role in the impact of customized architecture on personalized value creation.Scenarized architecture has a significantpositive impact on experience value creation,and has a significant positive impact on the novelty and complementarity of value attributes of retail business model.Novelty and complementarity have a significant positive impact on experiential value creation.Novelty and complementarity play a full mediating role in the impact of scenarized architecture on experience value creation.Compared with the previous research,the innovation of this paper is mainly reflected in the following three aspects.(1)The theoretical framework of retail business model has realized the docking and undertaking with the macro research of business model,and has verified the existence of the dual attribute of business model: architecture attribute,value attribute and the relationship between them,which may break through and surpass the theoretical framework of retail business model put forward by Sorescu et al.(2)The previous research on the value creation mechanism of retail business model is insufficient,while this research explores and reveals the intrinsic mechanism of value creation of retail business model based on the theoretical framework of retail business model,which is architecture attribute of retail business model,value attribute of retail business model,value creation of retail business model.(3)This paper puts forward three retail business model architectures: integrated architecture,customized architecture and scenarized architecture,and tries to transfer theory of system architecture to business model theory,and makes a theoretical analysis of retail business model architecture with reference to system architecture theory.更多还原