| In the context of the digital economy,traditional retail business models are facing huge challenges,and innovation has become the foundation for the survival and development of retail enterprises.With the increasing purchasing power of the Z generation,the consumer e-commerce market has undergone a significant change,and new consumer trends have attracted more and more attention from scholars.The C2B2C platform-type enterprise has emerged as a product of this background,which differs from traditional C2C e-commerce by adding B-side functions such as authenticity certification,quality assurance,and shopping guidance.To some extent,it solves the key problem faced by young consumers when confronted with many shopping options and has allowed this type of enterprise to flourish.Meanwhile,with the complex changes in the environment,there is fierce competition in this industry.Therefore,attention should be paid to the business capabilities that determine the development of enterprises.From the mainstream perspective of dynamic capability theory in strategic management,we will explore the development of typical enterprises and investigate why they can stand out in the industry.This perspective is consistent with the current development needs of enterprises in the face of complex and changing business environments,and can provide reference significance for the development of other similar enterprises.Through summarizing the relevant key definitions such as the "Z era,""secondary sneaker market," "C2B2C platform-type enterprise," "enterprise resource capability," "enterprise capability school," and "dynamic capability theory," we seek reasonable research questions.It is found that academic research on enterprise dynamic capabilities mainly focuses on traditional industries,and there are relatively few studies on new types of enterprises,such as C2B2C platform-type e-commerce enterprises,which are regarded by academia as one of the main research directions in the future of China.Therefore,this article explores typical enterprises from the dimension of dynamic capability evolution.Focusing on the theme of dynamic capability evolution of C2B2C platform-type enterprises in the digital economy era,we use an exploratory case study method,select the unicorn enterprise "Dewu" APP as an example,and analyze its dynamic capabilities and evolution mechanisms in the development process.The whole article uses literature analysis and single case analysis methods,collects first-hand data through interviews with 15 relevant personnel,and collects second-hand data through various methods such as official materials,authoritative academic literature,and research reports.We use grounded theory to conduct three-level data coding and summarize the dominant capabilities needed by this type of enterprise at different stages.We then construct the "MRS dynamic capability model" based on its evolution process.The M stands for Market insight,including business environment analysis,opportunity grasping ability,and risk response ability.The R stands for Reform and innovation,including symbiotic culture ability,manager cognition,internal innovation ability,and external cooperation ability.The S stands for Sustainable development,including industry expert ability,policy-following ability,consumer empathy ability,employee cultivation ability,and improvement of social value ability,etc.Finally,by triangulating and selecting typical content from first-hand and second-hand data,we validate the model’s effectiveness and complete the model’s theoretical discussion loop.The study shows that the development process of C2B2C platform-type enterprises is not achieved overnight,but rather goes through stages of "start-up,explosion,and brand upgrade." The dynamic capabilities of enterprises in this development process evolve according to the dominant process of "environmental insight capability-reform and innovation capability-sustainable development capability." The dynamic capabilities of C2B2C platform-type enterprises in the development process are critical to their success and require continuous cultivation and upgrading.The MRS dynamic capability model constructed in this study provides a new perspective for understanding the dynamic capabilities of C2B2C platform-type enterprises in the digital economy era. |
