京东商业模式与竞争战略的分析研究

An Analytical Study of JD.com’s Business Model and Competitive Strategy

摘要: 在竞争激烈且瞬息万变的中国电子商务市场中，京东(JD.com)凭借其独特的商业模式确立了显著的市场地位。本文旨在深入剖析京东的商业模式架构、竞争战略及其未来战略转型路径。研究首先解构了京东的核心逻辑——以资产为重的自营B2C模式，并探讨了该模式如何支撑其以“正品、优质、高效物流”为核心的客户价值主张。文章通过引用京东集团2023~2024年官方财务报告、国家邮政局权威统计数据及核心期刊文献，在与阿里巴巴、拼多多及抖音等不同模式对手的竞争背景下，创新性地运用波特五力模型以评估行业结构性压力，并运用数据增强的VRIO框架对京东的核心竞争力进行严谨评估，最终确定京东自建的、以世界级效率运行的物流网络是其可持续竞争优势的关键。最后，研究报告勾勒出京东面向未来的策略优化与战略转型路径，包括技术赋能驱动效率与体验双提升、“零售即服务”(RaaS)核心战略转型以及增长新前沿的机遇探索与战略权衡。本文结论认为，京东过去的成功建立在成为零售业务的基础之上，而其未来的发展则取决于其向技术与基础设施服务商的演进，这一转型将重塑整个数字商业生态。

Abstract: In the highly competitive and ever-changing Chinese e-commerce market, JD.com has established a significant market position by virtue of its unique business model. The purpose of this paper is to analyze JD.com’s business model structure, competitive strategy, and its future strategic transformation path. The study first deconstructs JD.com’s core logic—the asset-based self-owned B2C model—and discusses how this model supports its customer value proposition centered on “genuine products, high quality, and efficient logistics”. Citing Jingdong Group’s official financial report for 2023~2024, authoritative statistics from the State Post Bureau, and literature from core journals, this paper innovatively applies the Porter’s Five Forces model to assess the structural pressures in the industry against the backdrop of competition with rivals in different modes, such as Alibaba, Pinduoduo, and TikTok, and applies the data-enhanced VRIO framework to rigorously assess JD.com’s core competitiveness. JD.com’s self-built logistics network, operating at world-class efficiency, is identified as the key to its sustainable competitive advantage. Finally, the study outlines JD.com’s future-oriented path for optimizing JD.com’s strategy and strategic transformation, including a technology-enabled drive to improve both efficiency and experience, core strategic transformation of “Retail as a Service” (RaaS), and exploration of opportunities and strategic trade-offs at new frontiers of growth. The paper concludes that while JD.com’s past success was built on becoming a retail business, its future growth depends on its evolution into a technology and infrastructure service provider, a transformation that will reshape the entire digital business ecosystem.