自20世纪90年代以来,电子商务在全球迅猛发展并掀起一场新的商业革命。与此同时,业界不断在探索新的电子商务模式,近年来O2O(online to offline/offline to online)模式受到高度重视,并以爆棚式速度发展。O2O模式改变了原有电子商务环境下供应链的结构和特征,使供应链成员间的竞合博弈关系变得更为复杂,供应链管理的难度进一步加大。鉴于此,采用系统综述的方法,结合O2O模式的不同表现形式,从线上到线下、线下到线上、线上线下融合等3个方面对O2O供应链管理领域的文献进行梳理,旨在丰富和充实有关O2O供应链管理的理论研究成果,为渠道融合背景下线上线下渠道合作提供理论支撑。
直播电商是一种将直播技术与传统电商相结合的商业模式创新,具有强大的市场效应。本文为探析直播电商供应链管理研究现状及热点分布,采用文献计量和数据可视化工具进行一系列分析,剖析当前该领域研究热点与前沿趋势。研究表明:研究团队及作者间的合作有待加强且该领域缺少领军人物,研究的广度与深度有待提升。当前电商直播供应链管理研究仍处于热潮期,研究热点包括直播带货对消费者购买意愿的影响、直播电商的感知价值、主播与消费者间的互动关系以及供应链的利益分配四大主题。随着供应链问题不断得以解决,行业规范不断演化,直播电商将会给经济赋能、产业变革及整个社会带来巨大冲击,并继续向前发展。Live e-commerce is a business model innovation that combines live broadcasting technology with traditional e-commerce, which has a strong market effect. In this paper, in order to analyze the current situation and hotspot distribution of live e-commerce supply chain management research, we use bibliometrics and data visualization tools to conduct a series of analyses to analyze the current research hotspots and cutting-edge trends in this field. The study shows that the cooperation between the research team and the authors needs to be strengthened and there is a lack of leading figures in the field, and the breadth and depth of the research needs to be improved. The current e-commerce live supply chain management research is still in the boom period, and the research hotspots include the impact of live carry on consumers’ willingness to buy, the perceived value of live e-commerce, the interaction between anchors and consumers, and the distribution of benefits in the supply chain. As supply chain problems continue to be solved and industry norms evolve, live e-commerce will bring great impact to economic empowerment, industrial change and the whole society, and continue to move forward.
