摘要
亚马逊是美国最具代表性的网络零售商,其线上虚拟网络与线下实体仓储物流的协调、融合发展,对其商业模式的实现起到了关键作用。亚马逊在融合的第一阶段,通过虚拟网络拓展市场空间,超越物理时空阻隔,网聚有效需求,在成本优势下带来了充足的现金流和市场资本,使其能够大规模持续投资技术及仓库物流等线下实体基础设施,逐渐形成市场优势地位,并使未来现金流得到不断扩大;在融合的第二阶段,将线上虚拟商店、线上支付等与新型线下实体店融合,规模效益进一步显现,消费者体验获得提升,同时衍生出共享经济价值等,赢利能力增强。国内电商企业在今后的发展中,应以提升顾客体验为中心,增强物流配送能力,构建线上线下融合的全渠道、"新零售"模式,满足消费者全时空的购物和消费需求。政府也应积极引导,创造良好的政策环境,助力企业发展,并最终为消费者带来更多的福利。
Amazon.com is the most classical online retailer in America.The coordinated and integrated development of virtual online and physical logistic has played the important role in realizing its commerce pattern.At the first stage of integration,it expanded the market space with the help of virtual network,which brought it the advantage of cost,the sufficient cash flow and market capital.And these results in the significant and sustainable investment in such physical infrastructure as technology and logistics,which brought it with advantages in market position and more future cash flow.At the second stage of integration,it integrated the physical shop with the online virtual shop and online payment system,which brought it with economies of scale,the improvement of consumer experience,the value of sharing economy,and the enhancement of capability for profit-earning.In the future development,our domestic e-commerce enterprises should take the improvement of customer experience as the center,enhance their own capacity for logistic and distribution,build the O2O integrated new retailing pattern with all channels,and satisfy the consumers’overall temporal and spatial demand.The government should play its role in guiding,create the sound policy environment,provide more support for enterprises development,and bring consumers with more benefits.
作者
高旭涛
GAO Xu-tao(Beijing Jiaotong University,Beijing100073,China)
出处
《中国流通经济》
CSSCI
北大核心
2017年第5期105-116,共12页
China Business and Market
基金
国家自然科学基金项目"基于交通/物流时间价值的经济时空关系研究"(41171113)
关键词
亚马逊
线上线下
虚实融合
时空阻隔
Amazon.com
O2O
the integration of virtual and real
temporal and spatial barrier
