The Value Chain Integration Of Yonghui Introducing Jingdong:Motivation,Path And Performance

In recent years,the major internet giants scramble to rob offline retail resources under the Internet,a combination of "online + offline"cases are endless.In this kind of resource integration,each enterprise wants to realize the effect of "1+1>2" by integrating the value chain with each other.However,the effective evaluation and reflection of "Integrates with who ","How to integrate" and "Integration effect" will influence the success of integration and the healthy development of the whole society economy.Firstly,the paper combs the existing value chain theoretical achievements at home and abroad in view of literature research.Through the analysis of value chain and value chain integration,this paper induces the value chain integration's motivation,integration path of internal and external value chain,value chain performance evaluation,and then summed up the internal and external value chain integration path of retail industry:the internal value chain integration path includes 020 strategic integration and technology empowerment,while the external value chain path is mainly integrated with the vertical omni-channel value chain integration.Secondly,this article takes YongHui introducing JingDong to make strategic investment and value chain integration as the study object.Through the motivation?path and performance of the value chain integration about Yonghui introducing Jingdong,this paper analyzes in details.Based on the analysis of the motivation and path of Yonghui supermarket,it is found that it around the internal and external value chain of the key links for intergration.The internal value chain integration is mainly integrating the OTO by the 020 strategy and using the Jingdong data platform for technological empowerment;The external value chain is chiefly based on procurement and logistics distribution channel integration.Based on the event analysis method,this paper evaluates the short-term market performance of Yonghui introducing Jingdong,analyzes the performance fluctuations around the value chain integration of Yonghui through the financial perspective of scale effect and the theory of channel working capital management.The result shows:1.Internal value chain enables Yonghui to expand the market and obtain the scale effect,which results in the financial performance is revenue increasing and period cost reducing.2.External value chain integration through "The Last Kilometer Of The Layout",the operational capacity of the marketing segment was significantly improved and the operational efficiency of procurement process improved slightly.3.Combined with AHP and EVA in the enterprise performance evaluation of Yonghui,it is found that comprehensive performance indicators have been improved after the value chain integration.The EVA grows significantly and are much higher than the others,which indicates that the value chain integration of Yonghui plays a positive role in the promotion.Finally,though the comprehensive analysis of the value chain integration of Yonghui.The article puts forward some suggestions on the integration of the value chain between the Internet enterprises and retail industry under the background of OTO integration,and forecasts the problems that need to be researched in the next step.