创新科技2024，Vol.24Issue(7)：26-36,11.DOI:10.19345/j.cxkj.1671-0037.2024.7.3
场景驱动下新零售商业模式创新及其价值创造的机理与策略
The Mechanism and Suggestions of Context-driven Business Model Innovation and Its Value Creation in New Retail
摘要
Abstract
The rapid development of digital technology has completely transformed the retail industry's business models by reshaping the relationships among people,goods,and yards.It has provided consumers with entirely new value experiences and injected fresh vitality into China's commodity economy.However,existing research has not clearly elucidated the mechanisms of business model innovation driven by new retail contexts. Firstly,on the basis of the literature review,we clearly defined the connotation of new retail context and contextual value.We identified key contextual elements,such as community,con-tent,time,and space,and developed dimensions of contextual value,including emotion,experi-ence,and efficiency,beyond basic functional value.By exploring the interactions between these elements and values,we generated a conceptual model of"relationship-context-value". Furthermore,we introduced the concept of business model innovation as a means of value creation.Using"context-model-value"as a framework,we constructed a theoretical model to ex-plain the mechanism of value creation in context-driven new retail business model innovation.Specifically,we proposed four strategies for creating contextual value:①"novelizing application context to create functional value",enhance the functionality of products and services;②"tran-siting the space and time of purchase to create efficiency value",optimizing transaction pro-cesses and logistics systems,increasing transaction efficiency;③"realizing virtual interactive context to create experience value",enrich content and interactive formats,improving the con-sumer shopping experience;④"socializing attention context to create emotional value",build communities and emotional connections,enhancing consumers'emotional recognition. Finally,to verify the effectiveness of the theoretical framework,we further analyzed the re-nowned retail enterprise"Better Life"as a case study.The practices of Better Life in new retail context-driven business model innovation show significant success in areas such as application scenarios,transaction scenarios,interactive scenarios,and attention scenarios.It has not only im-proved the efficiency of product circulation and consumer shopping experiences but also strengthened consumers'emotional recognition and brand loyalty. In summary,this study enriches contextual business model theory,providing theoretical support for business model innovation in new retail enterprises driven by digital technology,and offers specific guidance and references for practical new retail enterprises.Future research could further explore the relationship between business model innovation and contexts through multi-case or empirical methods to provide more comprehensive and in-depth theoretical guidance for the development of the new retail industry.关键词
新零售/商业模式/场景驱动/价值创造/机理研究Key words
new retail/business model/context-driven/value creation/mechanism study分类
管理科学引用本文复制引用
喻登科,熊曼玉,夏诗琦,肖欢..场景驱动下新零售商业模式创新及其价值创造的机理与策略[J].创新科技,2024,24(7):26-36,11.基金项目
江西省社会科学基金重点项目"江西省市域营商环境优化对制造业企业高质量发展的影响研究"(23GL01). （23GL01）
