Complementing Each Other:Construction Mechanism of Data-driven New Retail Business Model Loop:A Case Study of Hema
In the era of digital economy,data-driven force and new retail business model innovation can complement each other to form the data-driven new retail business model loop,however,we know little about this process and its mechanism behind.In this paper,grounded in an in-depth case study of Hema,we systematically explore the construction mechanism of the data-driven new retail business model loop through data network effects theory and the logic of"data resource action-data capability generation-data net-work effects".Taken together,the overall research object is how to construct the data-driven new retail business model loop,which can be further refined into two aspects:the process of constructing the data-driven new retail business model loop and the theoretical logic of data network effects.The findings reveal that the construction of the data-driven new retail business model loop is an interactive pro-cess of data resource action and data capability generation,which includes three phases,namely start,expansion,and reinforcement,they are manifested in the dynamic cycle of"experience optimiza-tion of all touch points → value network expansion → competitive advantage realization",with the theoretical logic of data network effects behind.Specifically,according to the data network effects theory,start,expansion,and reinforcement three phases can be re-spectively refined as"scene matching","connection synergy",and"value-adding efficiency",the boosting logic of data network effects theory behind the construction of the data-driven new retail busi-ness model loop can be realized through the dynamic cycle of"scene matching → connection synergy → value-adding efficiency".The final theoretical model built in this paper can not only contribute to the existing research gaps on the loop innovation of the data-driven business model and new retail business model,but also expand data network effects by its theoretical boundaries and research contexts.
Data-driven New Retail Business Model LoopCon-struction MechanismData Network EffectsHema
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