乡村振兴背景下电商平台商业模式创新及绩效分析——以美团为例

Business Model Innovation and Performance Analysis of E-Commerce Platforms under the Rural Revitalization Strategy—A Case Study of Meituan

摘要: 在乡村振兴战略深入推进的背景下，电商平台企业如何通过商业模式创新实现自身发展与社会目标的协同，成为数字经济领域的重要研究议题。本文以美团为研究对象，围绕其在乡村振兴战略背景下的商业模式创新路径及绩效表现展开分析。研究采用案例分析与数据分析相结合的方法，系统梳理美团在脱贫攻坚向乡村振兴转型过程中商业模式的演进逻辑，并从经营绩效、市场绩效、平台生态绩效以及社会与战略绩效等维度，对其创新成效进行综合评价。研究结果表明，美团并非依赖单一业务扩张实现绩效改善，而是通过重构价值主张、整合平台资源、拓展服务场景，逐步形成以城乡协同为特征的商业模式创新路径。该路径在拓展平台发展空间的同时，推动营业收入稳健增长、活跃商户规模持续扩大，并促进平台生态完善与就业吸纳能力提升。研究结论验证了该创新路径在乡村振兴背景下的现实有效性，并为其他平台企业参与乡村振兴提供了可借鉴的商业模式创新思路。

Abstract: Against the backdrop of the in-depth implementation of China’s rural revitalization strategy, how e-commerce platform enterprises can achieve synergy between corporate development and social objectives through business model innovation has become an important research topic in the field of the digital economy. Taking Meituan as a case study, this paper analyzes its business model innovation path and performance outcomes under the rural revitalization strategy. By combining case analysis with data analysis, the study systematically examines the evolutionary logic of Meituan’s business model during its transition from targeted poverty alleviation to rural revitalization, and comprehensively evaluates its innovation performance from the perspectives of operating performance, market performance, platform ecosystem performance, and social and strategic performance. The results show that Meituan’s performance improvement is not driven by single-business expansion, but rather by restructuring its value proposition, integrating platform resources, and expanding service scenarios, thereby gradually forming a business model innovation path characterized by urban–rural synergy. This path not only expands the platform’s development space, but also promotes steady revenue growth, continuous expansion of active merchants, and improvements in platform ecosystem development and employment absorption capacity. The findings confirm the practical effectiveness of this innovation path in the context of rural revitalization and provide valuable insights for other platform enterprises seeking to participate in rural revitalization through business model innovation.