VALUE PROPOSITION: APPLICATION OF VALUE CREATION ACTIVITIES MODEL IN THE SUPERMARKET (VCAM-S)

ABSTRACT Purpose: The purpose of this writing is to analyze the activities of the retail supermarket in order to propose value to its clients, describing and associating them in their respective sources of value identified by a Value Creation Activities Model-Supermarket (VCAM-S). Additionally, we seek to identify the words that best represent the meaning of “proposing value” and the product categories of the supermarket that most clients value. Originality/value: The development and implementation of VCAM-S works to identify new value activities in the supermarket. Based on this application, it is intended to suggest activities that enhance the delivery of value to the client. Design/methodology/approach: Bibliographical research and field research were carried out. Twelve retail supermarket specialists were interviewed, including managers, entrepreneurs and consultants with at least eight years of experience in the supermarket sector. Through the qualitative approach, a script of semi-structured interviews with open questions was used. Later, the statements were transcribed and analyzed through the technique of content analysis. Findings: The VCAM-S identified 8 value proposition activities, 71 subactivities and five value sources. It was found that the product categories “FFV”, “Butcher” and “Bakery” were the sections that most proposed value to customers. The words that best represent the meaning of “proposing value” are service, convenience, location, variety and price. The results of the research contribute to the current debate on value and adapt the traditional VCAM to the retail supermarket. The VCAM-S allows for the identification and prospection of value propositions from the perspective of companies, associating them with valuable sources and activities.

摘要
研究目的：本研究旨在通过价值创造活动模型-超市（Value Creation Activities Model-Supermarket，VCAM-S）所识别的各类价值来源，对零售超市的经营活动展开分析，为客户提出价值主张，并对相关活动进行归类与关联。此外，本研究还旨在提炼最能体现“传递价值主张”内涵的核心词汇，以及最受客户青睐的超市商品品类。

原创性与价值：VCAM-S的开发与应用能够助力识别零售超市中的新型价值创造活动。基于本研究的应用成果，可提出优化客户价值传递效果的相关活动方案。

研究设计与方法：本研究采用文献研究与实地调研相结合的方法。访谈了12名在超市行业拥有至少8年从业经验的零售超市专家，涵盖管理人员、创业者与咨询顾问。研究采用定性研究范式，使用包含开放式问题的半结构化访谈提纲开展调研。后续对访谈内容进行转录，并通过内容分析法对转录文本进行分析。

研究发现：通过VCAM-S共识别出8项价值主张活动、71项子活动以及5类价值来源。研究结果显示，“果蔬（FFV）”、“鲜肉专柜”与“烘焙区”三大品类是超市向客户传递价值最多的业务板块。最能体现“传递价值主张”内涵的核心词汇为服务、便捷性、区位、品类多样性与价格。本研究成果丰富了当前关于价值创造的学术讨论，并将传统价值创造活动模型适配至零售超市场景。VCAM-S可帮助企业从自身视角识别与挖掘价值主张，并将其与高价值来源及相关活动进行关联。