互联网金融服务的盈利模式演化及实现路径研究——以京东供应链金融为例

本文基于京东金融的一个重要业务板块--供应链金融展开纵向案例研究,探索互联网金融的盈利模式演化及实现路径。研究结果显示:(1)内外部因素共同驱动互联网金融服务的成长,行业竞争和客户需求是主要外部驱动因素,内部驱动因素包括大数据技术、风控能力和资金实力,在不同的成长阶段驱动因素的重要程度不同;(2)成长驱动因素的变化促使企业不断改进服务设计,从而带动盈利模式沿着平台辅助型-平台担保型-平台开放型的路径不断演化;(3)互联网金融服务设计的要素框架包括服务定位、产品开发、客户结构、服务体验和服务保障。在此基础上,本文将成长驱动因素、服务设计及盈利模式类型相匹配,构建了互联网金融服务企业的盈利模式动态演化模型,展现了互联网金融服务的成长过程。本研究弥补了互联网金融研究中对企业成长性探讨的空白,并以服务设计作为切入口,建立了盈利模式成长的演化路径及实现路径,为今后的互联网企业成长性研究提供了思路,对此类企业的实践也具有重要价值。

Evolution Path and Realization Path of Profit Model for Internet Financial Services:A Case Study of JD Supply Chain Finance

Based on JDsupply chain finance,one important business segment of JD finance,this paper carries out a longitudinal case study to explore the evolution path and realization path of profit model for internet financial services. The results show that:( 1) Internal and external factors drive the growth of internet financial services,and the driving factors are different in different growth stages;( 2)The change of growth driving factors leads to the continuous improvement of service design,driving the dynamic evolution of profit model to show the growth mechanism of Internet financial services;( 3) The framework of design elements for Internet financial services includes service positioning,product development,customer structure,service experience and service support. On this basis,the paper constructs a dynamic evolution model of profit model for internet financial services. This study makes up for the blank of internet finance research on the growth of enterprises,takes service design as an entry point to establish the evolvement path and realization path of profit model and can guide the practices of business management.