管理评论 ›› 2020, Vol. 32 ›› Issue (11): 308-320.

• 案例研究 • 上一篇    

基于共同演化的B2B平台策略研究:京东新通路案例

曹鑫1, 欧阳桃花1, 黄劲松1, 曲深2   

  1. 1. 北京航空航天大学经济管理学院, 北京 100191;
    2. 京东集团零售-全渠道生态部, 北京 100176
  • 收稿日期:2019-06-26 发布日期:2020-12-05
  • 通讯作者: 黄劲松(通讯作者),北京航空航天大学经济管理学院教授,博士生导师,博士
  • 作者简介:曹鑫,北京航空航天大学经济管理学院博士研究生;欧阳桃花,北京航空航天大学经济管理学院教授,博士生导师,博士;曲深,京东集团零售-全渠道生态部项目经理,硕士。
  • 基金资助:
    国家自然科学基金重点项目(71632003);国家自然科学基金面上项目(71972008)。

Research on B2B Platform Strategy Based on Co-Evolution: Jingdong New Trade Case

Cao Xin1, Ouyang Taohua1, Huang Jinsong1, Qu Shen2   

  1. 1. School of Economics and Management, Beihang University, Beijing 100191;
    2. Retail-Omnichannel Ecology Department, Jingdong Group, Beijing 100176
  • Received:2019-06-26 Published:2020-12-05

摘要: 本论文旨在以京东新通路为案例研究对象,基于共同演化视角,研究品牌商、平台商和零售商如何共同演化,构建B2B平台的过程与策略。研究发现:(1)B2B平台是典型的双边交易平台,其构建需要多方参与者进行共同演化,即平台商运营模式演化、品牌商销售模式演化以及零售商采购模式演化;(2)为了构建B2B平台,平台商需要具备关键能力从而推动品牌商、零售商的演化;(3)根据平台管理难度和市场拓展难度二维度,共同演化策略可划分为开放式、共生式和吸收式三种策略,平台商根据不同发展阶段综合使用三种策略从而有效控制双边交易平台。本文立足于B2B平台情境,构建出三方参与者共同演化策略模型,其结论不仅完善B2B平台与共同演化等相关理论体系,对指导中国互联网企业构建B2B等电子商务平台也具有深远意义。

关键词: B2B平台, 共同演化, 平台商运营模式, 品牌商销售模式, 零售商采购模式

Abstract: Focusing on the case of Jingdong New Trade, this paper examines the process and strategy of how brand, platform and retailer coevolve and develop the B2B platform based on the perspective of coevolution. The findings are as follows: 1) B2B platform is a typical bilateral trading platform and its development requires the coevolution of multiple participants, namely, the evolutions of the platform's operation mode, the brand's sales mode, and the retailer's procurement mode. 2) To develop B2B platform, the platform should possess certain key capabilities to drive the evolutions of brand and retailer. 3) Based on the difficulties of management and market development, strategies of coevolution can be classified into three types: openness, symbiotic and absorption. The platform can comprehensively utilize the three types of strategies to control the bilateral trading platform in different phases. This study develops a strategic model for the coevolution of multiple participants. The conclusion not only complements the theories related to B2B platforms and coevolution, but also provides guidelines for Chinese Internet companies to develop B2B e-commerce platforms.

Key words: B2B platform, co-evolution, platform business model, brand sales model, retailer procurement model