论文总字数：43376字

摘 要

近年来我国零售行业持续发展，然而伴随着社会发展，技术进步和消费升级，我国零售行业面临转型升级，融合了线上和线下的新型零售商业模式成为了零售业转型升级的方向。这其中，苏宁易购与京东商城作为零售行业中的佼佼者，分别提出了“智慧零售”和“无界零售”的理念，并且在激烈的行业竞争中均以高于行业平均水平的增速快速发展，体现出了一定的优越性。本文对两家企业的新零售商业模式的特点和异同进行研究，对其他零售企业具有参考和借鉴意义。

本文首先对苏宁易购和京东商城简要介绍并对其发展历程进行梳理，概述和分析了两家企业的零售商业模式的决定因素和实施框架，并对苏宁易购和京东商城的零售商业模式进行构成要素比较分析，梳理了苏宁易购与京东商城的零售商业模式的相同点和不同之处，并分析两家企业的零售商业模式存在差异的影响因素。

经过分析，本文认为苏宁易购与京东商城的零售商业模式包含外部和内部两方面的决定因素，其中外部因素源于两家企业外部环境的变化，内部因素源于苏宁易购和京东商城各自的内部优势和内部劣势。本文认为苏宁易购的零售商业模式实施框架是“电商 店商 零售服务商”，京东商城的零售商业模式的实施框架是“零售 物流 金融”。通过构成要素比较分析，本文发现苏宁易购和京东商城的零售商业模式在构成要素上存在一定的相同点与不同点。经过对以上分析的梳理，本文认为两家企业零售商业模式的相同点在于：政策、消费和技术的驱动；零售、物流、金融相结合的框架构成；对乡村和社区市场的布局以及在发展过程中寻求合作共赢。而不同点在于苏宁易购和京东商城的零售商业模式在发展路径、零售业态、核心竞争力以及发展策略存在差异。本文认为苏宁易购与京东商城的零售商业模式存在差异的影响因素在于两家企业的支持条件、内外部环境、企业领导人偏好以及社会期望的不同。

关键词：苏宁易购，京东商城，零售，商业模式

ABSTRACT

China's retail industry has been developing continuously in recent years. However, with social development, technological progress and consumption upgrade, China's retail industry is facing the trade of transformation and upgrade. The new retail business model which contains online and offline models has become the whole industry’s direction on transformation and upgrade. As the leader in the retail industry, SUNING and JINGDONG put forward the conceptions of “Intelligent Retail” and “Unbounded Retail”, and they both grow with higher rate than average level of the industry in the fierce competition, witch reflects certain superiority. In this paper, the characteristics, similarities and differences of retail business models of two enterprises are studied, which provides reference significance to other retail enterprises.

This paper firstly presents a brief introduction of SUNING and JINGDONG, then sorts out the development history of the two enterprises, summarizes and analyzes the determinants and implementation frameworks of the current retail business models of SUNING and JINGDONG, compare the retail business models of the two enterprises through four levels(customer, product and service, infrastructure and finance) which include nine components (target customer, customer relationship, value proposition, channels, core resources, key business, important cooperation, revenue source, cost structure). Then this paper sorts out the similarities and differences between retail business models of SUNING and JINGDONG, and the influencing factors of the differences between the retail business models of the two companies are also analyzed.

After analysis, this paper holds that the determinants of retail business models of SUNING and JINGDONG include external factors and internal factors. The external factors are derived from the changes of the two enterprises’ external environment. The internal factors are derived from internal advantages and disadvantages of SUNING and JINGDONG. This paper considers that the implementation framework of retail business model of SUNING is “e-commerce store business retail service provider”, and the implementation framework of retail business model of JINGDONG is “retail logistics finance”. Through the comparative analysis of the components, this paper finds that there are certain similarities and differences between retail business models of SUNING and JINGDONG which exist in target customers, customer relationships, value proposition, channels, core resources, key business, important cooperation, income source, cost structure. With above analysis, this paper considers that the similarities between the retail business models of the two companies are: being driven by policy, consumption and technology; the framework combining retail, logistics and finance; the layout on rural and community markets; seeking cooperation and mutual benefit. The differences of retail business models of SUNING and JINGDONG are that SUNING and JINGDONG differ in development path, retail format, core competitiveness and development strategy. This paper also believes that the factors affecting the differences between retail business models of SUNING and JINGDONG are the support conditions, internal and external environment, corporate leaders' preferences and social expectations.

This paper compares and analyzes two representative cases of retail enterprises, which is an innovative and practical attempt on the retail business model research.

KEY WORDS: SUNING, JINGDONG, retail, business model

目 录

摘 要 I

ABSTRACT II

第一章 绪论 1

1.1研究背景、问题的提出和研究意义 1

1.1.1研究背景 1

1.1.2问题的提出 1

1.1.3研究意义 2

1.2 研究内容 2

1.3 研究方法和技术路线 2

1.3.1研究方法 2

1.3.2 技术路线 3

1.4 研究特色与创新点 3

1.5 论文写作框架 4

第二章 文献综述 5

2.1相关基本概念 5

2.1.1商业模式的概念 5

2.1.2零售商业模式的概念 6

2.2“新零售”的概念界定 6

2.2.1“新零售”概念 6

2.2.2“智慧零售”概念 7

2.2.3“无界零售”概念 8

2.3现有研究动态 8

2.4现有研究评述 9

第三章 苏宁易购与京东商城简介与发展历程 10

3.1苏宁易购简介与发展历程 10

3.1.1 苏宁易购简介 10

3.1.2 苏宁易购发展历程 10

3.2京东商城简介与发展历程 10

3.2.1 京东商城简介 11

3.2.2 京东商城的发展历程 11

第四章 零售商业模式决定因素和实施框架分析 13

4.1外部决定因素 13

4.1.1苏宁易购与京东商城发展的机遇 13

4.1.2苏宁易购与京东商城面临的挑战 14

4.2内部决定因素 16

4.2.1苏宁易购与京东商城的内部优势 16

4.2.2苏宁易购与京东商城的内部劣势 17

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