互联网时代零售企业构建全渠道商业模式的探讨

Research on Construction of Omni-Channel Business Model in Retail Enterprises in Internet Era

中文关键词:  全渠道  商业模式  互联网时代  物联网  大数据分析  云计算  商业模式创新

英文关键词:omni-channel  business model  Internet era  Internet of things  big data analysis  cloud computing  business mode innovation

中文摘要:

      随着互联网经济的迅猛发展,越来越多的零售企业成为多渠道零售商。在新的市场环境和竞争格局中,构建全新的商业模式已成为多渠道零售商需要考虑的首要问题。文章基于Osterwalder的商业模式构成要素理论,从价值主张、关键业务、核心资源、伙伴关系、客户关系和渠道通路等九个方面分析和研究了全渠道商业模式的构成内容,并以苏宁的全渠道商业模式创新为例,提出构建全渠道商业模式的关键在于树立“一个中心(消费者)、服务两翼(商业伙伴和客户)和提升三项能力(物联网连接能力、大数据分析能力和全渠道融合能力)”的理念。

英文摘要:

      With the rapid development of Internet economy, more and more retail enterprises have become multi-channel retailers. In the new market environment and competitive situation, building a completely new business model has been of primary concern for multi-channel retailers. Based on Osterwalder's Business Model Generation, we devise an omni-channel model from the nine elements including Value Proposition, Key Activities, Key Resources, Key Partners, Customer Relationships, Customer Segments, Channels, Cost Structure and Revenue Streams. Further, taking the innovation of Suning's omni-channel practices as an example, we propose that the key to building omni-channel business model is to establish an idea of “one centre (consumers), two wings (business partners and customers) to be served and three capabilities (connecting the Internet of things, big data analysis, and omni-channel integration) to be enhanced”. 