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| 文章编号：1672-3104(2013)06-0041-07 |
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零售企业实体与网络零售协同下商业模式要素的构成 |
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王国顺，陈怡然 |
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（北京工商大学商学院，北京，100048） |
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| 摘 要： 运用扎根理论对B2C业务中的代表性企业苏宁电器的资料进行分析，探讨苏宁电器在科技转型、开展网络零售业务这一时期商业模式要素的构成，从而总结实体与网络零售协同下商业模式的构成要素及其演进，为同类零售企业进行实体与网络零售商业模式构建与创新提供思路。 |
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| 关键词： 零售企业；网络零售；商业模式；扎根理论；苏宁 |
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A Study on the Elements of Business Model Based on Coordination of Physical & Internet Retail |
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WANG Guoshun, CHEN Yiran |
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（School of Business, Beijing Technology and Business University, Beijing 100048, China） |
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| Abstract: The Evolution of Physical & Internet Retail Coordination is an inevitable trend of retail enterprises development, as the Internet has become an inseparable part of commercial activities. In order to adapt to the tendency, more and more retail enterprise are transforming their business model by means of optimizing elements combination. However, there are many problems arising in this process. This paper attempts to implement Grounded Theory to analyze SuNing, the typical Physical & Internet Retail, on the basis of the data in the period of transformation. Thereby, the paper summarizes the influence factors of business model patterns and coordination effect to the enterprise. Additionally, it provides new ideas for other retail about innovation in the process of Coordination evolution .In this way, the article provides a foundation upon which other researchers may further develop novel theoretical concepts, as well as a set of guidelines for enhancing retail enterprise’s competitiveness. |
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Key words: Retailer; Internet retail; Business model; Grounded Theory; Su-ning |
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