【作者】 陈龙；

【导师】 唐炎钊；

【作者基本信息】 厦门大学 ， 企业管理， 2022， 硕士

【摘要】 随着电子商务的快速发展,“线上+线下+物流”的新零售模式应运而生,那么新零售是一种什么样的商业模式,它是如何发展变化而来的?本文通过案例的深度剖析得出结论,新零售是零售商业模式发展到一定阶段的模式变现,那么商业模式是如何推动发展并最终实现新零售的业态?本文以互联网线上巨头京东的商业模式演化为例,通过访谈获取相关资料,采用探索性单案例研究方法,运用扎根理论的研究方法,详细描述商业模式演变过程中的具体路径探索。同时,在相关理论的引导下,结合本文构建的理论框架,揭示其在演变过程中的动态演化机制。企业在发展过程中必定遵循一定的生命周期理论,本文通过分析其在不同阶段生命周期内的发展轨迹,找出并分析影响案例发生商业模式转变的外部动态环境和内在影响因素,并加以分析。最后通过案例总结理论,为公司更好的利用相关资源,发展壮大,具有一定的实践意义。同时也为新零售行业的探索创新提供更多有益的借鉴和思考。通过案例分析,本研究做出如下发现:(1)在企业生命周期内的不同阶段,企业商业模式动态演化机理依据商业价值三要素发生转变,商业模式的核心由客户—企业—平台发生转变。(2)随着外部商业环境的改变,在企业商业模式动态演化的过程中,推动企业发生商业模式动态演化的内外部因素在不同阶段表现出不同的特征。更多还原

【Abstract】 With the rapid development of e-commerce,the new retail model of "online+offline+logistics" comes into being.What kind of business model is new retail and how does it develop and change?Through the in-depth analysis of cases,this paper concludes that new retail is the realization of the retail business model at a certain stage of development.Then how does the business model promote the development and finally realize the new retail business form?This paper takes the evolution of the business model of jd.com,an online Internet giant,as an example.Through project research,relevant information is obtained,exploratory single case study method and grounded theory research method are adopted to describe in detail the specific path exploration in the evolution process of the business model.At the same time,under the guidance of relevant forming theory and combined with the theoretical framework constructed in this paper,the dynamic evolution mechanism in the evolution process is revealed.Enterprises must follow a certain life cycle theory in the development process.This paper analyzes the development trajectory in different stages of the life cycle,finds out and analyzes the external dynamic environment and internal factors that affect the business model transformation of the case,and analyzes them.Finally,through the case summary theory,for the company to better use the relevant resources,development and growth,has a certain practical significance.At the same time,it also provides more useful reference and thinking for the exploration and innovation of the new retail industry.Through case analysis,this study makes the following findings:(1)At different stages of the enterprise life cycle,the dynamic evolution mechanism of the enterprise business model changes according to the three elements of business value,and the core of the business model is transformed from the customer-enterprise-platform.(2)With the change of the external business environment,in the process of dynamic evolution of enterprise business model,the internal and external factors that promote the dynamic evolution of business model of enterprises show different characteristics at different stages.更多还原