“互联网+”生鲜电商跨界合作商业模式创新——基于易果生鲜和海尔合作的案例研究
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F062.9

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国家社会科学基金重大项目"推进‘互联网+’生鲜农产品供应链渠道发展研究"(15ZDB169);中央高校基本科研业务费项目"‘互联网+’生鲜农产品供应链创新商业模式研究"(106112016CDJSK02PY09)


“Internet plus” fresh e-commerce cross-border cooperation business model innovation: A case study based on the cooperation between Yiguo and Haier
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    摘要:

    “互联网+”环境下,生鲜电商商业模式趋同造成生鲜电商之间产生恶性同质化竞争,生鲜电商亟需进行商业模式创新。文章以易果生鲜和海尔的跨界合作为例,运用扎根理论对收集到的资料进行三级编码,探究生鲜电商如何通过跨界合作实现商业模式创新,分析得出生鲜电商跨界合作商业模式的构成要素,即价值主张为优化消费体验和个性化产品与服务,核心资源为生鲜供应链资源和合作企业相关资源,关键流程为共建消费场景、捕获消费信息、精准营销,盈利模式为增加收入来源和分摊运营成本。在此基础上,根据要素之间的相互联系,探究了生鲜电商跨界合作商业模式创新的运作机理。

    Abstract:

    In "Internet plus" age, business model convergence has resulted in fierce homogenization competition among fresh e-commerce, so fresh e-commerce urgently needs to carry out business model innovation. Taking "the cooperation between Yiguo and Haier" as an example, this paper uses grounded theory to code the collected information and explores how the fresh e-commerce achieves business model innovation through cross-border cooperation. Four elements of fresh e-commerce cross-border cooperation business model are obtained, that is, value proposition is to optimize consumer experience and personalized products and services, key resources are fresh supply chain resources and related resources of cooperative enterprise, key processes are the construction of consumer scenarios, the capture of consumer information and precision marketing, profit model is to increase revenue sources and share operating costs. On this basis, we explore the operating mechanism of this business model according to the logic relationship of those four elements in cross-border cooperation business model.

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张旭梅,邓振华,陈旭,吴胜男.“互联网+”生鲜电商跨界合作商业模式创新——基于易果生鲜和海尔合作的案例研究[J].重庆大学学报社会科学版,2019,25(6):50-60. DOI:10.11835/j.issn.1008-5831.jg.2018.12.002

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  • 收稿日期:2018-06-18
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  • 在线发布日期: 2019-09-21
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