Research On Value Creation Mechanism Of JD Logistics Co.’s Business Model Driven By Digital Intelligence

With the high-quality development of macro-economy,circulation transformation of industry,diversified demand,and digital intellectualization wave,the logistics industry has entered a new stage of field segmentation and intensified competition,and the industry development mode has also changed from extensive to intensive,therefore a logistics service mode that can adapt to the new development and new needs are urgently needed.At the same time,logistics enterprises need to expand their profit space from a more efficient and agile data driven supply chain system,and the integrated supply chain service model has emerged.In this context,facing the new requirements of industry development,how logistics enterprises to rely on digital intellectualization to get rid of price competition and move towards high-quality development is not only a practical issue for China’s supply chain enterprises,and also a theoretical topic that needs to be explored.However,the current research on how digital intelligence enables enterprise’s business model to create value is few and fragmented.Also,the path and mechanism of value creation of the integrated supply chain model are not clear,therefore there is a lack of mature experience to provide theoretical reference for supply chain enterprises.To address the above-mentioned problems and theoretical gaps,this paper,based on the relevant literature,combines the value chain theory,synergy theory,resource-based theory and stakeholder theory,and selects JD Logistics Co.,Ltd.as the case study object.First,deconstruct the business model elements of from the perspective of value creation,extract the analytical model to explore the path of value creation of business model driven by digital intelligence.Secondly,summarize the supporting role of digital intelligence for business model.Furthermore,the paper analyzes the value creation results through financial and non-financial dimensions;Finally,in view of the existing shortcomings of JD Logistics Co.,this paper proposes corresponding improvement strategies,and summarizes the inspiration of this paper from two aspects,hoping to providing reference for other supply chain enterprises.The conclusions of this paper are as follows:(1)JD Logistics Co.realizes the value creation through the path of "value proposition-value creation-value realization" driven by digital intelligence.First,determine the target market,target customers,products and services through analysis of market,and constantly adjust the development direction and positioning to form a value proposition.Secondly,based on the value proposition,resources such as logistics infrastructure and networks,R&D capabilities,management capabilities,and operational and industrial cognitive experience are integrated to form resource capabilities,and value network is built through internal cooperation,strategic cooperation and investment,then competitive advantage driven by a dual wheel of "warehousing network + technology empowerment" is built.Finally,the value-added of product and service enhances the premium ability,and the extension of value chain improves the product matrix,leading to income innovation.The innovative application of automation,digitalization and digital intelligence in key links of the supply chain enhances the ability of refined cost management.(2)Digital intelligence ensures the value creation of business model through scene digitalization,information integration and process interconnection.(3)The value creation of JD Logistics Co.driven by digital intelligence is quite effective.From financial perspective,its profit quality has been continuously improved,and its subsequent investment capacity is strong,the cash flow shows that its hematopoietic function is strong.From non-financial perspective,R&D capability,logistics service capability,customer satisfaction and market share of JD Logistics Co.is in the lead position of the industry,forming a positive feedback on enterprise value.(4)JD Logistics Co.still has shortcomings: there is still room for improvement of enterprise cost efficiency,e-commerce genes need to be resolved over time,and logistics performance network needs to be improved.Those deficiencies limit value creation to a certain extent.In the future,JD Logistics Co.can strengthen cost control through technological innovation,strategic cooperation and time driven activity-based costing,cultivate customer’ stickiness through high-quality service for customers’ business upgrading,improve the basic logistics service capabilities through "self construction+outsourcing".This paper holds that in the practical level of enterprises,enterprises can use digital and intellectual empowerment to enhance enterprise value,optimize strategy based on market and customer analysis,and improve the core competences of enterprises to promote sustainable profitability.At the level of policy supervision,policies should be perfected to promote the innovative development of the supply chain,and industry standards,regulatory laws and regulations should be improved to ensure the healthy development of market.