京东集团：数字经济时代自营式电商的数字化升级
案例编号：
CN_2020XXXTYDZSW_4509
被浏览次数：
2634
案例名称：
京东集团：数字经济时代自营式电商的数字化升级
译名：
Digital transformation of self-operation e-commerce enterprise in new technology era
案例作者：
谢莉娟、庄逸群、王晓东、赵懿清
作者单位：
中国人民大学商学院、首都经济贸易大学会计学院
译者：
-
案例企业：
京东集团
行业：
贸易/商业
学科领域：
数字化转型、信息系统与电子商务、其他
规模：
大型
案例语种：
中文
案例类型：
描述型
中文关键词：
数字化升级；自营式电商；京东集团
英文关键词：
Digital transformation; Self-operation e-commerce; JD group
中文摘要：
本案例描述了作为典型B2C自营式电商——京东的数字化升级之路和主要实践。从大数据基础设施建设和算法开发到数字化能力的具体业务场景应用，再到数字化赋能合作形成多方受益的“数字化矩阵”，京东逐步由自建物流迈向数字化升级的战略布局。基于全域消费大数据，更为清晰的市场洞察和精准的消费者触达是京东数字化升级的起点和关键。尔后，通过技术驱动实现供应链全环节效率提升和高效协同，构建由“人”到“货”的全链路升级，并对外开放、合作赋能。其中，自有品牌探索是京东利用其供应链数字化能力和自营优势的集中体现，成为京东未来的重点布局之一。为了实现消费场景的“无界化”，京东进一步由线上走向线下，通过与头部商超合作的京东到家、面向社区便利店的京东新通路和线下生鲜超市7FRESH等打造真正的零售“数字化生态”。在技术变革、零售业发展和消费需求变化的趋势中，京东也在思考未来的发展方向。
英文摘要：
This case describes the digital transformation road of JD, a typical B2C self-operation e-commerce enterprise. From big data infrastructure construction, algorithm development, digital capability application of specific business scenarios, to digital enabling cooperation, JD has gradually formed a \"digital matrix\" that benefits all parties. Based on global consumption big data, clearer market insight and more accurate consumer reach are the starting point and key of JD\'s digital transformation. After that, through technology driven to achieve the overall efficiency improvement and effective collaboration of the supply chain, JD built a full link upgrade from \"people\" to \"goods\", and adopted many strategies for enabling foreign cooperation. Among them, private brand exploration is the concentrated embodiment of JD\'s digital ability and self-operation advantage, which has become one of JD\'s key layout in the future. In order to realize the \"boundless\" consumption scenario, JD further moves from online to offline. In order to realize the \"boundless\" consumption scenario, JD further moves from online to offline, and finally creates a real omni-channel digital ecosystem of retailing. In the trend of technological change, retail industry development and consumer demand change, JD is also thinking about the future development direction.
适用对象：
本科、MBA、EMBA、EE
编写方式：
采编
开发时间：
2019
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