新零售商业模式场景化创新的理论框架与实现路径研究

随着场景化要素在新零售嵌入程度的逐渐深入,一方面凸显出新零售商业模式未能紧跟时代发展的事实;另一方面也为新零售商业模式的加速创新提供了条件.从商业模式的场景化视角出发,首先对现有新零售商业模式进行解构,其次将场景化要素融入解构的商业模式要素之中,使商业模式要素具有场景化功能,进而形成新零售商业模式创新的理论框架,再次以新零售商业模式的场景化价值重构为触点,以新零售商业模式的场景化创新为痛点,设计了新零售商业模式场景化创新的实现路径.最后运用多案例的研究方法对新零售商业模式的场景化创新进行实证,研究结果表明场景化是新零售商业模式创新的方向,价值主张是新零售商业模式创新的遗传物质,而场景化商业情境配置则是新零售商业模式创新的核心能力.

Research on the theoretical framework and implementation path of scenario Innovation of new retail business model

With the gradual deepening of scenario elements in the embeddedness of new retail, on the one hand, it highlights the fact that the new retail business model fails to keep pace with the development of the times, on the other hand, it also provides conditions for the accelerated innovation of new retail business model. From the scenario perspective of business model, first deconstruct the existing new retail business model, then integrate the scenario elements into the deconstructed business model elements, so that the business model elements have the scenario function, and then form the theoretical framework of new retail business model innovation, and then reconstruct the scenario value of the new retail business model as the contact point, with the new retail business model this paper designs the realization path of scenario Innovation of new retail business model. Finally, this paper uses the method of multi case study to demonstrate the scenario Innovation of the new retail business model. The results show that the scenario is the direction of the new retail business model innovation, the value proposition is the genetic material of the new retail business model innovation, and the scenario configuration is the core capability of the new retail business model innovation.