Path Selection and Practice Innovation of Chain Operation’s Digital and Intelligent Transformation
举几个成功案例。第一个是万米商云，从完全线下运营转变为线上积分平台设计和构建的提供商，通过提供积分统一认证出口、积分连接渠道出口和全逻辑闭环的设计，提供千企千面个性化的共享服务。第二个是千策，通过银行积分打通，在业务设计上实现从智能支付到综合平台全部打
2020 1—9
通，仅 年 月，积分兑换业务创造的营收规模就达到一亿多人民币。第三个是收钱吧，通
B2B2C过打造新的支持商家入驻的 平台，将线下使用收钱吧收款工具的商户全部纳入平台，再将商户和消费者的会员信息、积分信息打通，同时对
ERP
接收钱吧的 系统和其他第三方系统，实现业务互通。第四个是上汽集团，以体系内造车人、卖车人、买车人和用车人等多种用户角色为中心，以积分为纽带连接集团内部用户和外部渠道货品和积分资源的服务平台，通过数字化赋能积分系统五大核心业务：一是统一会员中心。基于平台服务构建统一的会员中心，包含支持针对会员的渠道识别、积分认证、积分交易、千人千面等业务支持。二是积分/权益管理。构建统一的用户积分中
心、用户积分权益中心，包含积分渠道、积分认证、积分换算，以及权益模型、权益等级/标签、权益消费、权益核销等一系列权益相关的业务支持。三是积分/权益清结算服务。围绕积分服务商、积分消费商和积分所有人分别定义积分清结算模型，生成积分清结算账单和数据报表，根据前端权益消费场景完成权益结算服务。四是平台对接多方外部供应链服务及联合营销资源实现外部商品资源化服务，覆盖集团整车、汽车金融及移动出行服务等业务线。五是建立和打通集团内部各个业务线积分体系，通过积分体系增加用户黏性，培养忠实用户，提升用户活跃度，增加商品的销售率，激活集团体系内用户的相互转化和复购。
总之，在小众市场线下和线上业务转型的过程中，通过积分兑换设计和应用场景设计，可以使企业实现更深入的数字化赋能。＊张能鲲系北京能源集团有限公司董事。
责任编辑：林英泽
（Business School，Beijing Wuzi University，Beijing 101149，China）
Editor's Note：In recent years，with the rapid development of Internet，big data，artificial intelligence，block- chain and other new technologies，the transformation of enterprise digitalization and intelligence has become a hot issue in academia， decision- making and practice. Digitalization and intellectualization are the significant technical features of digital economy. Digital economy is a more advanced economic form superimposed on industry and agriculture and more emphasis is placed on the precise matching of supply and demand. Industrial digitalization has five technical features：interconnection，data，integration， innovation and transformation. The essence of market is the logical space of information centralization and exchange. The circulation ability of a country or region has an important impact on the level of information development. The digital and intelligent transformation of chain operation enterprises is an effective means to solve such problems as low customer stability and loyalty，high operation and maintenance cost，low efficiency，sluggish decision-making response，isolated data island，etc. It is an inevitable choice to comply with the requirements of the digital economy era，and an important micro basis for building a new development pattern of domestic and international circulation. It has broad market space and favorable economic and social environmental benefits and technical conditions. The digital and intelligent empowerment mechanism of chain enterprises includes technology，digital talent，digital management thinking，supply chain cooperation mode based on block- chain，and construction of omni- channel retail system. In the transformation of digitalization and intellectualization，enterprises should always adhere to the business essence，business ethics and social responsibility，such as honesty，customer orientation，quality and humanistic care.
Key words：domestic and international circulation；digital economy；digitalization and intelligence；chain operation；“new retail”