祝贺王睿同学顺利通过博士论文答辩 | DBA捷报

发布时间:2022-01-10 12:25

不经一番寒彻骨,哪得梅花扑鼻香。经过在DBA的课程学习与实践,2022年1月10日,DBA首二班同学、普盛食品董事长、启丰食品科技(北京)有限公司董事长&CEO王睿迎来了她的最终答辩时刻。王睿同学在答辩现场阐述了《社交新零售商业模式及其适用的监管模式研究》,最终通过答辩!恭喜王睿同学!

企业家学者项目(DBA)整合全球优质教育资源,打造极具前沿性和系统性课程,在框架模块、聚焦模块、专题研究+实践课堂这三大核心课程中,涵盖2大金融主题与4大微观主题,探索6大宏观方向,定制化行业专题,走访行业内领军企业。王睿同学正是在理论与实践跨界的碰撞中,培养出了应对新商业文明下可能出现的新问题与新挑战的能力,她的学习从“理解 - 判断 -实践 - 引领”的旅程一路走来,跨越式的思想突围,让她在企业家学者项目历经了新商业文明的一次次洗礼。 

本次论文答辩,来自长江商学院和新加坡管理大学(SMU)的教授们共同见证了王睿同学的学术成果。

Shantanu BHATTACHARYA

Lee Kong Chian Professor of Operations Management,SMU

HUANG Fali

Associate Professor of Economics,SMU

ZHU Rui

Professor of Marketing,CKGSB

王睿 | 社交新零售商业模式及其适用的监管模式研究

王睿同学答辩中

▇ 论文摘要:

随着中国移动互联网蓬勃发展,社交平台为商品供应链和零售解锁了新渠道,促进了商业模式创新。在线社交让整个社会的沟通方式发生根本性变化,社交不再受制于空间限制,社交平台成为很多普通人展示自我的舞台,移动支付的普及也让手机也成为了中国居民的钱包。社交软件的内容和交互方式创新让每个人的沟通互动效率都得到质变,成为了流量的主要入口,中国广阔的下沉市场得以打开,实现了零售商业模式向在线社交化演进。在中国高效的供应链体系支持下,社交平台的传播能力实现了商业化应用,促进了社交新零售商业模式发展。

社交新零售商业模式是本文的研究对象。本文的研究内容如下:第一,本文通过案例分析的方法,将社交新零售界定为:通过社交平台的矩阵式传播方式,实现多样化、多层级商品或服务售卖的新零售商业模式。第二,通过问卷调查和实证分析的方法,验证了社交新零售对从业者的福利改善价值,结果表明,社交新零售极低的进入门槛为更多低学历、低收入人群创造了就业机会,并且对从业者的技能提升等方面都有积极影响。第三,本研究重点探讨了社交新零售适用的监管模式。我们通过对社交新零售企业主、法律专家和监管部门专家进行访谈,发现当前的中国相关法规存在严重的滞后性,不利于商业模式的创新发展,需要从立法、监管程序等多方面进行调整。第四,基于本文的研究结论,为监管部门提出了相应的政策意见,包括对现行法规的重新修订、明确监管职责和程序等。

答辩现场

▇ ABSTRACT:

With the booming development of mobile Internet in China, social platforms have unlocked new channels for commodity supply chain and retailing and promoted business model innovation. Online social networking has fundamentally changed the way the entire society communicates. Social networking is no longer constrained by space, social platforms have become a stage for many ordinary people to showcase themselves, and the popularity of mobile payment has made mobile phones the wallets of Chinese residents as well. The innovative contents and interaction styles delivered by social software have triggered a qualitative change in the efficiency of everyone's communication and interaction, making it the main portal of traffic, opening up China's immense markets in lower-tier cities and enabling the evolution from retail business model toward online socialization. Relying on China's efficient supply chain system, the communication capability of social platforms has been commercialized, thus facilitating the development of social new retailing business model.

王睿同学在长江DBA课堂上

Social new retailing business model is the central issue of this research. This paper is structured as follows: Firstly, social new retailing is defined in a case study as a new retail business model that delivers the sale of diversified and multi-level goods or services through matrix communication of social platforms. Secondly, the role of social new retailing in improving the welfare of practitioners is investigated through questionnaire survey and empirical analysis. The results indicate that the extremely low barrier to entry has created employment opportunities for more people with low academic qualification and low income, and that it is beneficial for improving the skills of practitioners, etc. Thirdly, this study focuses on the regulatory pattern applicable to social new retailing. We've found through interviews with social new retailing business owners, legal experts and regulatory experts that the current applicable Chinese regulations are lagging so behind that they are impeding the innovative development of social new retailing business model, which must be adjusted in various aspects, such as legislation and regulatory procedures. Fourthly, corresponding policy recommendations are proposed for the regulators based on the findings of this paper, including revising current regulations and specifying regulatory responsibilities and procedures.

合影

王睿同学作为真知的探索者,在自己的工作实践中亲身体验,并在长江DBA的课程学习中洗礼蜕变,带着探索的热情与勇气一步步走来,最终顺利通过答辩,相信在今后的日子里,王睿同学的灼见与智慧,将会对整个行业的发展不断推进助力。



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了解更多企业家学者项目

如需进一步咨询本项目
企业家学者项目办公室可随时为您提供帮助

+86 10 85186905
北京市东城区东长安街1号东方广场
东二座20层企业家学者项目办公室
CKDBA@ckgsb.edu.cn