二手电商平台商业模式演变机理——基于价值创造逻辑的单案例研究
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摘要
二手电商平台高速发展的同时仍存在市场用户量发掘不足的现实问题,核心原因在于行业内多数平台尚未构建出有效的商业模式,而在理论上,其根源在于二手电商平台商业模式演化的内在机理不清晰。商业模式价值创造视角可以探索商业模式动态演化机制,进而有利于探究二手电商平台如何构建具有独特竞争优势的价值生态体系。因此,本研究基于商业模式的价值创造逻辑,选取在二手电商行业处于领先地位的交易平台"闲鱼"进行案例研究,探索性地分析了其商业模式的演化机制,在此基础上进一步勾勒出了其价值创造路径,即随着平台的发展,逐渐实现价值主张、价值创造及传递、价值获取各模块要素的丰富和演进。在这一过程中,价值互动机制是构建多方共赢的价值创造体系从而塑造有效商业模式的关键。本研究对于促进二手电商平台的良性发展以及商业模式理论应用范围的扩展都具有积极的意义。
Although the second-hand e-commerce platform is in a period of rapid development, there exists the realistic problem of insufficient market user discovery. The core reason is that most of the platforms in the industry have not yet built an effective business model. In the academic field, the root cause lies in the unclear evolution mechanism of second-hand e-commerce platform business model. From the perspective of business model value creation, we can explore the dynamic evolution mechanism of business model, which can be conducive to exploring how the second-hand e-commerce platform constructs a value ecosystem with unique competitive advantages. Therefore, based on the value creation logic of the business model, this study selects the case study of the trading platform "xianyu", which takes the market-leading position in the second-hand e-commerce industry, and explores the evolution mechanism of its business model. On this basis, it further outlines the path of value creation, that is, driven by the internal and external environment of the industry, the platform generally evolves through three stages of development. At each stage, the focus of the value module is different. In the initial stage, the platform attaches importance to exploring value propositions, including determining strategic positioning and satisfying customer value; In the development stage, the platform not only focuses on the value creation activities of key business development and core resource acquisition, but also uses the interaction with customers and partners to realize value appreciation and delivery; In the mature stage, the platform fully integrates internal and external resources to achieve maximum value acquisition under the value ecosystem. In the evolution of value creation, value interaction mechanism is the key to building a multi-win value creation system so as to shape an effective business model. This research is of positive significance for the promotion of the benign development of second-hand e-commerce platforms and the expansion of the application scope of business model theory.
Although the second-hand e-commerce platform is in a period of rapid development, there exists the realistic problem of insufficient market user discovery. The core reason is that most of the platforms in the industry have not yet built an effective business model. In the academic field, the root cause lies in the unclear evolution mechanism of second-hand e-commerce platform business model. From the perspective of business model value creation, we can explore the dynamic evolution mechanism of business model, which can be conducive to exploring how the second-hand e-commerce platform constructs a value ecosystem with unique competitive advantages. Therefore, based on the value creation logic of the business model, this study selects the case study of the trading platform "xianyu", which takes the market-leading position in the second-hand e-commerce industry, and explores the evolution mechanism of its business model. On this basis, it further outlines the path of value creation, that is, driven by the internal and external environment of the industry, the platform generally evolves through three stages of development. At each stage, the focus of the value module is different. In the initial stage, the platform attaches importance to exploring value propositions, including determining strategic positioning and satisfying customer value; In the development stage, the platform not only focuses on the value creation activities of key business development and core resource acquisition, but also uses the interaction with customers and partners to realize value appreciation and delivery; In the mature stage, the platform fully integrates internal and external resources to achieve maximum value acquisition under the value ecosystem. In the evolution of value creation, value interaction mechanism is the key to building a multi-win value creation system so as to shape an effective business model. This research is of positive significance for the promotion of the benign development of second-hand e-commerce platforms and the expansion of the application scope of business model theory.
引文
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[19] 宗乾进.国外社会化电子商务研究综述[J].情报杂志,2013,32(10):117-121
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[22] 周军杰.社会化商务背景下的用户粘性:用户互动的间接影响及调节作用[J].管理评论,2015,27(7):127-136
[23] 杨学成,陶晓波.社会化商务背景下的价值共创研究——柔性价值网的视角[J].管理世界,2015,(8):170-171
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[27] Shafer M.,Smith H.J.,Linder J.The Power of Business Models[J].Business Horizons,2005,48(3):199-207
[28] 朱明洋,林子华.国外商业模式价值逻辑研究述评与展望[J].科技进步与对策,2015,32(1):153-160
[29] Chesbrough H.,Rosenbloom R.S.The Role of The Business Model in Capturing Value from Innovation:Evidence from Xerox Corporation’s Technology Spin-off companies[J].Industrial and Corporate Change,2002,11(3):529-555
[30] Osterwalder A.,Pigneur Y.,Tucci L.C.Clarifying Business Models-Origins,Present,and Future of the Concept[J].Communications of the Association for Information System,2005,15(5):1-36
[31] 魏炜,朱武祥,林桂平.基于利益相关者交易结构的商业模式理论[J].管理世界,2012,28(12):125-131
[32] 汪寿阳,敖敬宁,乔晗,等.基于知识管理的商业模式冰山理论[J].管理评论,2015,27(6):3-10
[33] 江积海,李琴.平台型商业模式创新中连接属性影响价值共创的内在机理——Airbnb的案例研究[J].管理评论,2016,28(7):252-260
[34] Miles M.B.,Huberman A.M.QualitativeDataAnalysis:An ExpandedSourceBook[M].New York:Sage Publications,1994
[35] 卜庆娟,金永生,李朝辉.互动一定创造价值吗?——顾客价值共创互动行为对顾客价值的影响[J].外国经济与管理,2016,38(9):21-37
[36] Alam I.,Perry C.An Exploratory Investigation of User Involvement in New Service Development[J].Journal of the Academy of Marketing Science,2002,30(3):250-261
[37] 洪志生,沙勇,李欠强.基于顾客参与的社会化商务创新研究现状探析[J].北京工商大学学报(社会科学版),2015,30(5):92-98
[38] Sommer A.Managing Green Business Model Transformations[M].Berlin and Heidelberg:Springer-Verlag and GmbH & Co.K,2012
[39] Allee V.Value Network Analysis and Value Conversion of Tangible and Intangible Assets[J].Journal of Intellectual Capital,2008,9(1):5-24
[40] Eisenhardt K.,Graebner M.Theory Building from Cases:Opportunities and Challenges[J].Academy of Management Journal,2007,50(1):25-32
[2] 艾媒咨询.2018上半年中国在线二手交易市场监测报告[DB/OL].https://report.iimedia.cn/reportId=2578&iimediaId=61831.pdf,2018
[3] 傅世昌,王惠芬.商业模式定义与概念本质的理论体系与研究趋势[J].中国科技论坛,2011,(2):70-76
[4] 项国鹏,杨卓,罗兴武.价值创造视角下的商业模式研究回顾与理论框架构建——基于扎根思想的编码与提炼[J].外国经济与管理,2014,36(6):32-41
[5] Casadesus-Masanell R.,Zhu F.Business Model Innovation and Competitive Imitation:The Case of Sponsor-Based Business Models[J].Strategic Management Journal,2013,34(4):464-482
[6] Zott C.,Amit R.Business Model Design:An Activity System Perspective[J].Long Range Planning,2010,43(2-3):216-226
[7] ?dland A.O.S.,Koekebakker S.Market Efficiency in the Second-Hand Market for Bulk Ships[J].Maritime Economics and Logistics,2004,6(1):1-15
[8] 万晨洁,何建佳,刘举胜.基于闲置交易平台的二手市场供应链超网络均衡研究[J].资源开发与市场,2017,33(7):783-788
[9] 李承煦,苏素.可形成二手市场的耐用品市场中消费者的行为选择和均衡研究[J].统计与决策,2008,(6):66-69
[10] Thomas V.M.Demand and Dematerialization Impacts of Second-Hand Markets:Reuse or More Use?[J].Journal of Industrial Ecology,2003,7(2):65-78
[11] Akerlof G.,The Market for Lemons:Qualitative Uncertainty and The Market Mechanism[J].Quarterly Journal of Economics,1970,84(3):488-500
[12] Jaeki S.,Jeff B.An Integrated Model Exploring Sellers’ Strategies in EBay Auctions[J].Electronic Commerce Research,2007,7(2):165-187
[13] Janice D.,Mike M.“I’ll Sell This and I’ll Buy Them That”:EBay and The Management of Possessions As Stock[J].Journal of Consumer Behaviour,2009,8(6):305-315
[14] Curty R.G.,Zhang P.Website Features That Gave Rise to Social Commerce:A Historical Analysis[J].Electronic Commerce Research and Applications,2013,12(4):260-279
[15] Kim D.Under What Conditions Will Social Commerce Business Models Survive[J].Electronic Commerce Research and Applications,2013,12(2):69-77
[16] Sarkar A.Impact Ofutilitarian and Hedonic Shopping Values on Individual’s Perceived Benefits and Risks in Online Shopping[J].International Management Review,2011,7(1):58-65
[17] Zhang H.,Lu Y.,Gupta S.,et al.What Motivates Customers to Participate in Social Commerce?The Impact of Technological Environments and Virtual Customer Experiences[J].Information & Management,2014,51(8):1017-1030
[18] Baethge C.,Klier J.,Klier M.Social Commerce-State-of-the-Art and Future Research Directions[J].Electronic Markets,2016,26(3):269-290
[19] 宗乾进.国外社会化电子商务研究综述[J].情报杂志,2013,32(10):117-121
[20] Zhang L.BusinessModel Analysis for Online Social Shopping Companies-Case Study:RunToShop Oy[D].Helsinki:Helsinki School of Economics,2009
[21] Leitner P.,Grechenig T.Next Generation Shopping:Case Study Research on Future E-Commerce Models[C].Krish-Namurthy S.,Isaías P.eds.IADIS International Conference E -Commerce.Portugal:Algarve,2007
[22] 周军杰.社会化商务背景下的用户粘性:用户互动的间接影响及调节作用[J].管理评论,2015,27(7):127-136
[23] 杨学成,陶晓波.社会化商务背景下的价值共创研究——柔性价值网的视角[J].管理世界,2015,(8):170-171
[24] Casadesus-Masanell R.,Ricart J.E.How to Design a Winning Business Model Smart Companies Design Their Business Models to Generate Virtuous Cycles That Strengthen Their Competitive Advantage[J].Harvard Business Review,2011,89(1-2):100-107
[25] Itami H.,Nishino K.Killing Two Birds with One Stone:Profit for Now and Learning for the Future[J].Long Range Planning,2010,11(2-3):364-369
[26] 龚丽敏,魏江,董忆,等.商业模式研究现状和流派识别:基于1997-2010年SSCI引用情况的分析[J].管理评论,2013,25(6):131-140
[27] Shafer M.,Smith H.J.,Linder J.The Power of Business Models[J].Business Horizons,2005,48(3):199-207
[28] 朱明洋,林子华.国外商业模式价值逻辑研究述评与展望[J].科技进步与对策,2015,32(1):153-160
[29] Chesbrough H.,Rosenbloom R.S.The Role of The Business Model in Capturing Value from Innovation:Evidence from Xerox Corporation’s Technology Spin-off companies[J].Industrial and Corporate Change,2002,11(3):529-555
[30] Osterwalder A.,Pigneur Y.,Tucci L.C.Clarifying Business Models-Origins,Present,and Future of the Concept[J].Communications of the Association for Information System,2005,15(5):1-36
[31] 魏炜,朱武祥,林桂平.基于利益相关者交易结构的商业模式理论[J].管理世界,2012,28(12):125-131
[32] 汪寿阳,敖敬宁,乔晗,等.基于知识管理的商业模式冰山理论[J].管理评论,2015,27(6):3-10
[33] 江积海,李琴.平台型商业模式创新中连接属性影响价值共创的内在机理——Airbnb的案例研究[J].管理评论,2016,28(7):252-260
[34] Miles M.B.,Huberman A.M.QualitativeDataAnalysis:An ExpandedSourceBook[M].New York:Sage Publications,1994
[35] 卜庆娟,金永生,李朝辉.互动一定创造价值吗?——顾客价值共创互动行为对顾客价值的影响[J].外国经济与管理,2016,38(9):21-37
[36] Alam I.,Perry C.An Exploratory Investigation of User Involvement in New Service Development[J].Journal of the Academy of Marketing Science,2002,30(3):250-261
[37] 洪志生,沙勇,李欠强.基于顾客参与的社会化商务创新研究现状探析[J].北京工商大学学报(社会科学版),2015,30(5):92-98
[38] Sommer A.Managing Green Business Model Transformations[M].Berlin and Heidelberg:Springer-Verlag and GmbH & Co.K,2012
[39] Allee V.Value Network Analysis and Value Conversion of Tangible and Intangible Assets[J].Journal of Intellectual Capital,2008,9(1):5-24
[40] Eisenhardt K.,Graebner M.Theory Building from Cases:Opportunities and Challenges[J].Academy of Management Journal,2007,50(1):25-32