大数据驱动的B2C原创品牌价值链塑造路径分析—以裂帛为例

Analysis on Reengineering Path of B2C Original Brands’ Value Chain Driven by Big Data —A Case of Liebo

摘要: 近年来，B2C电子商务发展迅猛，基于大数据进行价值链重塑成为B2C原创品牌价值创造的新增长点。本文通过理论回顾、模型构建和案例分析，基于价值链理论分析了B2C原创品牌的一般价值链模型，并进一步以裂帛为例探究大数据驱动的B2C原创品牌价值链塑造路径。案例中，裂帛通过自主研发的、业务流程全覆盖的信息系统，拓展和延伸了价值链的环节，并应用大数据技术进行价值链优化，实现了“商品流”、“信息流”和“资金流”的双向多维流通。本研究一方面是B2C原创品牌发展中所蕴含电子商务管理理论的梳理与提炼，另一方面剖析裂帛成功应用大数据驱动价值链重塑的案例也为同行提供了借鉴。

Abstract: Recently, B2C e-commerce has developed rapidly. The reengineering of value chain based on big data becomes a new growth source of B2C original brands. This paper explored the general value chain model of B2C original brands based on value chain theory through theory review, model construction and case analysis, and the reengineering path of B2C original brands’ value chain driven by big data in the case of Liebo. Liebo has self-developed management information systems covering all business processes and has optimized its value chain segments through horizontal and longitudinal extension using big data technology, realizing bidirectional and multidimensional circulation of product flow, information flow and financial flow. The research will reflect and summarize the theory and practice of e-commerce in the development of B2C original brands and provide worth reference for other e-commerce enterprises through analyzing Liebo’s successful developmental experience of reengineering value chain.