所在案例库：中国管理案例共享中心
案例链接：http://www.cmcc-dlut.cn/Cases/Detail/2792
案例名称：京东新通路策略：如何打造连接百万商家的新平台？
译 名：Jingdong new channel strategy: how to build a new platform to connect millions of businesses?
案例作者：欧阳桃花，曲深，黄劲松
作者单位：北京航空航天大学
中文摘要：京东商城作为中国最大的自营式电商一直专注于B2C业务，随着在线零售业务的逐渐成熟和饱和，京东将目光转向厂商到中小零售门店的B2B业务。这类B2B业务，有着客单价高、配送集中效率高、会员复购高等特点，但它们已经是运营多年的成熟经销体系。为了寻找新的增长点，京东于2015年12月成立了新通路事业部，依托京东丰富的商品和强大供应链体系构建B2B新平台，将中小门店纳入品牌厂商的销售终端体系。构建B2B平台比B2C平台复杂、需要平台三方参与者(平台商、卖方、买方)相互适应、共同演化。京东新通路事业部面对已经成熟的经销(买卖)体系，如何与经销双方合作，解决一个又一个矛盾与冲突呢？
英文摘要： JingDong Mall as China's largest self-operated electric business has been focused on the B2C business, with the online retail business gradually mature and saturated, JingDong will turn to the B2B business of manufacturers to small and medium retail stores. This kind of B2B business, with a high price unit, the high efficiency in distribution , members’ high re-purchase characteristics, but they as a mature distribution system have already operated for many years. In order to find a new growth point, JingDong set up a New Pathway business unit in December 2015, relying on JingDong rich commodity and strong supply chain system to build a new B2B platform, make small and medium-sized stores into the brand manufacturers sales terminal system. Construction of B2B platform is more complicated than B2C platform, needing the platform tripartite participants (platform providers, sellers, buyers) to adapt to each other, co-evolution. JD New Pathway business unit faced to mature distribution (trading) system, how to cooperate with the distribution of both sides to solve contradictions and conflicts?
中文关键词：B2B商业平台，事业部策略，共同演化；2017百优案例
英文关键词：B2B business platform, division strategy, co-evolution
案例入库时间：2017-08
