基于消费效用的北京家电零售业商业模式研究
|
摘要
家电零售业是与人们的日常生活密切相关,并随着人民收入水平的提高而增长的标志性行业之一。但我国家电零售业的毛利率与其他行业相比较低,行业内的企业在激烈的竞争中纷纷试图寻找出路,却难以辨清未来的发展方向,具有实际指导意义的战略建议已成为行业内企业迫切的需求。但目前的行业分析方法大都无法解释行业变化的内在机制,不易区别各不同战略群体的战略发展方向,也不利于从实际企业出发做出针对性的策略,同时忽略了企业个性化运营模式对行业的作用力。
商业模式理论为行业分析提供了新的思路,它大大克服了现有方法的局限性,不仅能从宏观上体现出特定行业总体上存在的的机遇与问题,也可以具体地指导行业内特定企业的发展方向。
因而,本文从商业模式的角度对家电零售业进行了行业分析,并选取了北京家电零售业作为研究对象。本文针对家电零售业直接面向消费者实现消费效用传递的特点,以消费效用为基础,通过对北京市家电零售业的商业模式的分析,实现对家电零售业的实证分析;并通过对消费者的问卷调研获取数据,以此作为本文论证的根基。
本文首先对家电零售业内现有商业模式进行了划分,在基于消费效用运用AHP方法对商业模式构建了评价模型的基础上,以问卷调研所获取的数据为根基,进而对目前北京市家电零售业的商业模式进行分析;并且,本文在考虑家电零售业竞争环境对商业模式影响的条件下,以专业家电连锁零售商业模式为例进行了应用分析。
Domestic electronics retail industry is closely related to people's daily life,and it grows as a sign with the improvement of people's income level.However,margins of the industry in China is lower than other industries.Enterprises in the fierce competition have tried to find a way out,but it is hard to identify the future directions of development.Practical guidance as proposed strategies have become urgent needs.But at present,most of the industry analysis methods can’t explain the internal mechanism of industry’s changes,and difficult to distinguish different development directions of strategic groups or give conducive suggestions for an actual targeted enterprise,while they also ignore enterprises’operating models’effects to the industry.
Business model provides a new way of industry analysis,it greatly overcomes the limitations of existing methods.It can not only reflects opportunities and problems of a specific industry from macro level,but also points out development directions for specific enterprise.
As a result,the thesis analysizes domestic electronics retail industry from the perspective of business model,and Beijing has been selected as a case.As domestic electronics retail industry has the character that transferring consumer benefit directly to consumers,the thesis analysizes the industry in Beijing as an Empirical Analysis by researching business models,which is based on consumer benefit.The questionnaires are regarded as a foundation for the argument.
The thesis divides business models in the industry into several types,then builds a model which is based on consumer benefit by AHP to evaluate the business models.As a basis,questionnaires are used to analysize the current Beijing domestic electronics retail business models.In considering the competitive environment’s impact on business models in the industry,the thesis chooses professional chain retailers’business model as an example of the application.
商业模式理论为行业分析提供了新的思路,它大大克服了现有方法的局限性,不仅能从宏观上体现出特定行业总体上存在的的机遇与问题,也可以具体地指导行业内特定企业的发展方向。
因而,本文从商业模式的角度对家电零售业进行了行业分析,并选取了北京家电零售业作为研究对象。本文针对家电零售业直接面向消费者实现消费效用传递的特点,以消费效用为基础,通过对北京市家电零售业的商业模式的分析,实现对家电零售业的实证分析;并通过对消费者的问卷调研获取数据,以此作为本文论证的根基。
本文首先对家电零售业内现有商业模式进行了划分,在基于消费效用运用AHP方法对商业模式构建了评价模型的基础上,以问卷调研所获取的数据为根基,进而对目前北京市家电零售业的商业模式进行分析;并且,本文在考虑家电零售业竞争环境对商业模式影响的条件下,以专业家电连锁零售商业模式为例进行了应用分析。
Domestic electronics retail industry is closely related to people's daily life,and it grows as a sign with the improvement of people's income level.However,margins of the industry in China is lower than other industries.Enterprises in the fierce competition have tried to find a way out,but it is hard to identify the future directions of development.Practical guidance as proposed strategies have become urgent needs.But at present,most of the industry analysis methods can’t explain the internal mechanism of industry’s changes,and difficult to distinguish different development directions of strategic groups or give conducive suggestions for an actual targeted enterprise,while they also ignore enterprises’operating models’effects to the industry.
Business model provides a new way of industry analysis,it greatly overcomes the limitations of existing methods.It can not only reflects opportunities and problems of a specific industry from macro level,but also points out development directions for specific enterprise.
As a result,the thesis analysizes domestic electronics retail industry from the perspective of business model,and Beijing has been selected as a case.As domestic electronics retail industry has the character that transferring consumer benefit directly to consumers,the thesis analysizes the industry in Beijing as an Empirical Analysis by researching business models,which is based on consumer benefit.The questionnaires are regarded as a foundation for the argument.
The thesis divides business models in the industry into several types,then builds a model which is based on consumer benefit by AHP to evaluate the business models.As a basis,questionnaires are used to analysize the current Beijing domestic electronics retail business models.In considering the competitive environment’s impact on business models in the industry,the thesis chooses professional chain retailers’business model as an example of the application.
引文
1 郎咸平等.模式——零售连锁业战略思维和发展模式.东方出版社,2006,8
2 李颖生.林三卓.中国市场终端报告——中国 11 大行业零售终端全景报告.企业管理出版社,北京.2006,1
3 邦成文化传播提供.2005 家电连锁大变局.上海商业.2005,(10): 6～10
4 吴学安.“百思买”借船出海中国家电.中国市场.2006,(7): 58～59
5 张耘, 施昌奎.北京行业分析报告.中国经济出版社,北京:2007,1
6 调查显示:北京最适合家电零售市场进入.北京现代商报.2005,(3)
7 周三多, 邹统钎.战略管理思想史.上海.复旦大学出版社.2003,5
8 张蔚, 韩珏.行业分析的理论和方法初探.湖南商学院学报(双月刊).2000,(3):78～79
9 苟海平.行业分析方法初步研究.粮食科技与经济.2001,(6):20～21
10 Joan Magretta.Why Business Models Matter.Harvard Business Review.2002,(5): 86～92
11 埃森哲.何谓商业模式.中国高新技术企业.2005,(2-4):115～117
12 George Yip.Using Strategy to Change Your Business Model.Business Strategy Review.Summer 2004,Volume 15 Issue 2:17～24
13 李永强.商业模式辨析及其理论基础.经济体制改革.2004,(3):159～161
14 徐迪, 翁君奕.商务模式及其创新研究.商业时代.2004,(29):43～44
15 王伟毅, 李乾文.创新视角下的商业模式研究.外国经济与管理.2005,(11): 32～48
16 罗珉.组织管理学[M].成都:西南财经大学出版社,2003
17 翁君奕.商务模式创新:企业经营“魔方”的旋启.[M].经济管理出版社,2004
18 Peter Wells.Creating Sustainable Business Models: The Case of the Automotive Industry.IIMB Management Review.2004,(12):15～24
19 Donald W.Mitchell and Carol Bruckner Coles. Establishing a Continuing Business Model Innovation Process.Journal of Business Strategy. VOL.25 NO.3.2004:39～49
20 Cnki中国期刊全文数据库, 中国优秀博硕士学位论文全文数据库, 万方中国学术会议论文全文数据库.中国期刊网.1999～2006
21 龙迪.效用理论回顾.科技信息(科学教研).2007,(36):521 转 563
22 杨朝军, 郭鹏飞, 焦涛.中国上市公司行业分类标准的理论与实证研究.科学学与科学技术管理.2004,(1):124～127
23 国家信息中心中国经济信息网.CEI 中国行业发展报告(2004)——零售业.中国经济出版社,2005,1
24 王燕平主编.零售战略.经济管理出版社,2003,9
25 许树柏.实用决策方法——层次分析法原理.天津大学出版社,1988,5
26 Linder J.S. Cantrell.Changing Business Models:Surveying the Landscape. Accenture Institute for Strategic Change.2000
27 拉里·博西迪.引领变革的商业模式.IT 经理世界.2004,(12): 75～78
28 Timmers P. Business Models for Electronic Markets. Journal on Electronic Markets. 1998,8(2):3～8.
29 Weill P. VitaleM R. Place to Space: Migrating to eBusiness Models. Boston: Harvard Business School Press.2001
30 Peterovic O. Kittl C, Teksten R D.Develop ing Business Models for eBusiness.International Conference on Electronic Commerce, Vienna. 2001
31 M.A.Rappa.The Utility Business Model and the Future of Computing Services.IBM Systems Journal.VOL 43.NO 1.2004:32～42
32 Morris,M.,Schindehutte,M. Allen,J.The entrepreneur’s business model:toward a unified perspective.Journal of Business Research. 2003:726～735
33 Amit R. C Zott.Value creation in e - business.Strategic Management Journal.2001,22(6-7):493～520
34 L M Applegate.E-Business Models: Making Sense of the Internet Business Landscape.Information Technology and the Future Enterprise: 49～94
35 Allan Afuah.Business models :a strategic management approach[M]. McGraw Hill/Irwin,International Edition ,2004 :2～13.
36 Frederick Betz.Strategic Business Models.Engineering Management Journal.VOL.14 NO.1.2002,(3):21～27
37 W·钱·金.勒妮·莫博涅.蓝海战略.商务印书馆,2005,11
38 Constantinos Markides and Constantinos D.Charitou.Competing with Dual Business Models:A Contingency Approach. Academy of Management Executive.2004,VOL.18.NO.3:22～36
39 国家信息中心中国经济信息网.CEI 中国行业发展报告(2004)——家用电器业.中国经济出版社,2005,1
40 中华人民共和国国家统计局 . 国民经济行业分类标准( GB/T 4754—2002 ) . http://www.stats.gov.cn/.2007.11 查阅
41 朱顺泉.管理科学研究方法——统计运筹优化应用.清华大学出版社,2007,2
42 巴里·J·戴维斯, 菲利帕·沃德著.零售消费管理.中国人民大学出版社,2006,2
43 柯勇, 马超.国内家电连锁企业模式之困:为什么没有一个“国美苏宁大中”电器城?.百姓.2007,(2):25～27
44 高建华.从过剩经济走向丰饶经济:2.0 时代的赢利模式.京华出版社,2007,7
45 专家:中国家电消费正步入第三阶段.深圳商报.2006.9.15.http://www.sina.com.cn
46 赵志刚.讨好你的大客户.现代家电.2005,(6): 20～22
47 杨育谋.百安居中国变脸记.上海经济.2006,(3):9～11
48 朱甫.国美与苏宁:中国两大家电零售巨头的销售策略与连锁攻略.中国经济出版社,2006,12
49 胡祖光等.中国零售业竞争与发展的制度设计:加入 WTO 后的新视角.经济管理出版社,2006,6
50 (美)迈克尔·波特.陈小悦译.竞争战略.华夏出版社,2004,6
51 崔英, 王勇主编.中小零售企业成功经营的 500 个制胜谋略.中国经济出版社,2005,7
52 金杨.“旧货品质鉴定通则”——二手市场将有标准规范.上海标准化.2006,(2): 40～43
53 Chi-Cheng Huang, Pin-Yu Chu and Yu-Hsiu Chiang.A fuzzy AHP application in government-sponsored R&D project selection.Omega.Volume 36,Issue 6.Available online October 2006
54 K.Wang,C.K. Wang and C. Hu.Analytic hierarchy process with fuzzy scoring in evaluating multidisciplinary R&D projects in China.IEEE Transactions on Engineering Management.2005,52(1):119～129
55 Changsu Kim,Kyung Hoon Yang and Jaekyung Kim.A strategy for third-party logistics systems:A case analysis using the blue ocean strategy.Omega.Volume 36.Issue 4.Available online may 2007
56 Hendrik Schr?der and Silvia Zaharia.Linking multi-channel customer behavior with shopping motives:An empirical investigation of a German retailer.Journal of Retailing and Consumer Services.In Press, Corrected Proof.Available online March 2008
57 Dhruv Grewal and Michael Levy.Retailing research:Past,present,and future.Journal of Retailing,Volume 83.Issue 4.2007,12:447～464
58 Zhao RONG and Yang YAO.Public service provision and the demand for electric appliances in rural China.China Economic Review.Volume 14.Issue 2.2003:131～141
2 李颖生.林三卓.中国市场终端报告——中国 11 大行业零售终端全景报告.企业管理出版社,北京.2006,1
3 邦成文化传播提供.2005 家电连锁大变局.上海商业.2005,(10): 6～10
4 吴学安.“百思买”借船出海中国家电.中国市场.2006,(7): 58～59
5 张耘, 施昌奎.北京行业分析报告.中国经济出版社,北京:2007,1
6 调查显示:北京最适合家电零售市场进入.北京现代商报.2005,(3)
7 周三多, 邹统钎.战略管理思想史.上海.复旦大学出版社.2003,5
8 张蔚, 韩珏.行业分析的理论和方法初探.湖南商学院学报(双月刊).2000,(3):78～79
9 苟海平.行业分析方法初步研究.粮食科技与经济.2001,(6):20～21
10 Joan Magretta.Why Business Models Matter.Harvard Business Review.2002,(5): 86～92
11 埃森哲.何谓商业模式.中国高新技术企业.2005,(2-4):115～117
12 George Yip.Using Strategy to Change Your Business Model.Business Strategy Review.Summer 2004,Volume 15 Issue 2:17～24
13 李永强.商业模式辨析及其理论基础.经济体制改革.2004,(3):159～161
14 徐迪, 翁君奕.商务模式及其创新研究.商业时代.2004,(29):43～44
15 王伟毅, 李乾文.创新视角下的商业模式研究.外国经济与管理.2005,(11): 32～48
16 罗珉.组织管理学[M].成都:西南财经大学出版社,2003
17 翁君奕.商务模式创新:企业经营“魔方”的旋启.[M].经济管理出版社,2004
18 Peter Wells.Creating Sustainable Business Models: The Case of the Automotive Industry.IIMB Management Review.2004,(12):15～24
19 Donald W.Mitchell and Carol Bruckner Coles. Establishing a Continuing Business Model Innovation Process.Journal of Business Strategy. VOL.25 NO.3.2004:39～49
20 Cnki中国期刊全文数据库, 中国优秀博硕士学位论文全文数据库, 万方中国学术会议论文全文数据库.中国期刊网.1999～2006
21 龙迪.效用理论回顾.科技信息(科学教研).2007,(36):521 转 563
22 杨朝军, 郭鹏飞, 焦涛.中国上市公司行业分类标准的理论与实证研究.科学学与科学技术管理.2004,(1):124～127
23 国家信息中心中国经济信息网.CEI 中国行业发展报告(2004)——零售业.中国经济出版社,2005,1
24 王燕平主编.零售战略.经济管理出版社,2003,9
25 许树柏.实用决策方法——层次分析法原理.天津大学出版社,1988,5
26 Linder J.S. Cantrell.Changing Business Models:Surveying the Landscape. Accenture Institute for Strategic Change.2000
27 拉里·博西迪.引领变革的商业模式.IT 经理世界.2004,(12): 75～78
28 Timmers P. Business Models for Electronic Markets. Journal on Electronic Markets. 1998,8(2):3～8.
29 Weill P. VitaleM R. Place to Space: Migrating to eBusiness Models. Boston: Harvard Business School Press.2001
30 Peterovic O. Kittl C, Teksten R D.Develop ing Business Models for eBusiness.International Conference on Electronic Commerce, Vienna. 2001
31 M.A.Rappa.The Utility Business Model and the Future of Computing Services.IBM Systems Journal.VOL 43.NO 1.2004:32～42
32 Morris,M.,Schindehutte,M. Allen,J.The entrepreneur’s business model:toward a unified perspective.Journal of Business Research. 2003:726～735
33 Amit R. C Zott.Value creation in e - business.Strategic Management Journal.2001,22(6-7):493～520
34 L M Applegate.E-Business Models: Making Sense of the Internet Business Landscape.Information Technology and the Future Enterprise: 49～94
35 Allan Afuah.Business models :a strategic management approach[M]. McGraw Hill/Irwin,International Edition ,2004 :2～13.
36 Frederick Betz.Strategic Business Models.Engineering Management Journal.VOL.14 NO.1.2002,(3):21～27
37 W·钱·金.勒妮·莫博涅.蓝海战略.商务印书馆,2005,11
38 Constantinos Markides and Constantinos D.Charitou.Competing with Dual Business Models:A Contingency Approach. Academy of Management Executive.2004,VOL.18.NO.3:22～36
39 国家信息中心中国经济信息网.CEI 中国行业发展报告(2004)——家用电器业.中国经济出版社,2005,1
40 中华人民共和国国家统计局 . 国民经济行业分类标准( GB/T 4754—2002 ) . http://www.stats.gov.cn/.2007.11 查阅
41 朱顺泉.管理科学研究方法——统计运筹优化应用.清华大学出版社,2007,2
42 巴里·J·戴维斯, 菲利帕·沃德著.零售消费管理.中国人民大学出版社,2006,2
43 柯勇, 马超.国内家电连锁企业模式之困:为什么没有一个“国美苏宁大中”电器城?.百姓.2007,(2):25～27
44 高建华.从过剩经济走向丰饶经济:2.0 时代的赢利模式.京华出版社,2007,7
45 专家:中国家电消费正步入第三阶段.深圳商报.2006.9.15.http://www.sina.com.cn
46 赵志刚.讨好你的大客户.现代家电.2005,(6): 20～22
47 杨育谋.百安居中国变脸记.上海经济.2006,(3):9～11
48 朱甫.国美与苏宁:中国两大家电零售巨头的销售策略与连锁攻略.中国经济出版社,2006,12
49 胡祖光等.中国零售业竞争与发展的制度设计:加入 WTO 后的新视角.经济管理出版社,2006,6
50 (美)迈克尔·波特.陈小悦译.竞争战略.华夏出版社,2004,6
51 崔英, 王勇主编.中小零售企业成功经营的 500 个制胜谋略.中国经济出版社,2005,7
52 金杨.“旧货品质鉴定通则”——二手市场将有标准规范.上海标准化.2006,(2): 40～43
53 Chi-Cheng Huang, Pin-Yu Chu and Yu-Hsiu Chiang.A fuzzy AHP application in government-sponsored R&D project selection.Omega.Volume 36,Issue 6.Available online October 2006
54 K.Wang,C.K. Wang and C. Hu.Analytic hierarchy process with fuzzy scoring in evaluating multidisciplinary R&D projects in China.IEEE Transactions on Engineering Management.2005,52(1):119～129
55 Changsu Kim,Kyung Hoon Yang and Jaekyung Kim.A strategy for third-party logistics systems:A case analysis using the blue ocean strategy.Omega.Volume 36.Issue 4.Available online may 2007
56 Hendrik Schr?der and Silvia Zaharia.Linking multi-channel customer behavior with shopping motives:An empirical investigation of a German retailer.Journal of Retailing and Consumer Services.In Press, Corrected Proof.Available online March 2008
57 Dhruv Grewal and Michael Levy.Retailing research:Past,present,and future.Journal of Retailing,Volume 83.Issue 4.2007,12:447～464
58 Zhao RONG and Yang YAO.Public service provision and the demand for electric appliances in rural China.China Economic Review.Volume 14.Issue 2.2003:131～141