业精于勤，行成于思。经过在DBA的课程学习与实践，2023年3月21日，DBA四期班同学、广州中侨置业投资控股集团有限公司董事长庄泽勇迎来了他的最终答辩时刻。庄泽勇同学在答辩现场阐述了《人性化管理、公平感知与商户生态健康性：数字化时代的驱动机制》，成果丰硕，最终顺利通过答辩。恭喜庄泽勇同学，让我们一起回顾他的高光时刻。

企业家学者项目（DBA）整合全球优质教育资源，打造极具前沿性和系统性课程，在框架模块、聚焦模块、专题研究+实践课堂这三大核心课程中，涵盖2大金融主题与4大微观主题，探索6大宏观方向，定制化行业专题，走访行业内领军企业。庄泽勇同学正是在理论与实践的碰撞中，收获了应对新商业文明下新问题与新挑战的能力。“理解 - 判断 - 实践 - 引领”的DBA学习之旅，让他在企业家学者项目中历经了新商业文明的一次次洗礼，完成了跨越式的思想“突围”。 

本次论文答辩，来自长江商学院和新加坡管理大学（SMU）的教授们共同见证了庄泽勇同学的学术成果。

Heli WANG 

Janice Bellace Professor of Strategic Management,SMU

Yijiang WANG

Professor of Human Resource Management and Economics,CKGSB

Angela LEUNG

Professor of psychology,SMU

 

庄泽勇 | 人性化管理、公平感知与商户生态健康性：数字化时代的驱动机制

 

庄泽勇同学答辩中

▇ 论文摘要：

在数字化转型的时代，单个企业之间的竞争演化成了商业生态的竞争，购物中心的商户也从原来的原子式竞争演化成了生态的竞争。因此，商户必须确保商业生态的健康性，以确立竞争优势。本研究利用广州市5个购物中心商户的调查数据，实证检验数字化转型背景下，人性化管理影响商户商业生态健康的作用机制。

实证结果表明：

1、购物中心的人性化管理有助于建立信任和忠诚，促进商户之间的合作，并由此提升商户的生态健康性。

2、购物中心的人性化管理意味着商户被公平地对待，由此提升商户的公平感知。

3、商户的公平感知在人性化管理和盈利能力、系统连接度和关系可预见性之间起中介作用，表明人性化管理在提升公平感知后，为商户的发展创造良好的环境，还有助于增加商户对合作伙伴行为的可预期性，由此提升生态健康性。

4、和低数字化组的商户比起来，高数字化组的商户的人性化管理认知对提升公平感知的作用更大，且数字化正向调节人性化管理和盈利能力、系统连接度和关系可预见性之间通过公平感知的间接关系。实证结果还表明，虽然盈利能力、系统连接度和关系可预见性的中介效应和有调节的中介效应均显著，但是合作伙伴的多样性却不显著，说明公平感知并不能提升商户的合作伙伴多样性。

本研究从微观层面讨论数字化时代商业生态健康性的驱动机制，拓展了关于商业生态系统的理论。从实践的角度，本研究结论对购物中心的商业实践同样具有重要意义：首先，对购物中心而言，要设身处地地为商户着想，对商户的公平感知进行监控，尊重商户，营造相互信任的氛围，提升商户的忠诚度。其次，对商户而言，要加大对数字化的投入，积极拥抱数字化转型，如在线上与客户互动，并宣传、销售商品。对于购物中心而言，可以尝试建立数字平台，在服务商户和客户之外，打造整合性的购物生态，以提升数字化时代的竞争力。

答辩现场

▇ ABSTRACT：

In the age of digital transformation, the competition between individual enterprises has evolved into the competition of commercial ecology. Originally, shopping centers were dominated by atomic competition, but now they are dominated by ecological competition. Therefore, merchants must ensure the health of their business environment to establish a competitive advantage. This study uses survey data from five shopping mall merchants in Guangzhou. It tests the mechanism of humanized management affecting the commercial ecological health of merchants in the context of digital transformation.

The empirical results show that:

1.Humanized management of shopping centers can help build trust and loyalty, promote cooperation among merchants, and thus enhance the ecological health of merchants.

2.Humanized management of shopping centers means that merchants are treated fairly, thus increasing their perception of fairness.

3.Merchants' perception of fairness plays an intermediary role between humanized management and profitability, system connectivity and relationship predictability. This suggests that humanized management, after improving the perception of fairness, creates a favorable environment for the development of merchants. In addition, it helps increase the predictability of merchants' behavior toward partners, therefore improving ecological health.

4.Compared with the merchants in the low digital group, the humanistic management cognition of the merchants in the high digital group plays a more significant role in enhancing the perception of justice, and digitalization positively moderates the indirect relationship between humanistic management and profitability, system connectivity and relationship predictability through the perception of justice. The empirical results also show that although the mediating effects and moderated mediating effects of profitability, system connectivity and relationship predictability are significant, the diversity of partners is not significant, indicating that fairness perception cannot increase the diversity of partners of merchants.

庄泽勇同学在长江DBA课程中

 

This study discusses the driving mechanism of business ecological health in the digital age from the micro level and expands the theory of the business ecosystem. From the perspective of practice, the conclusions of this study are also of great significance to the commercial practices of shopping malls. First, for shopping malls, they should put themselves in the shoes of merchants. They should monitor their perception of fairness, respect them, create an atmosphere of mutual trust, and enhance their loyalty. Secondly, for merchants, they should increase their investment in digitalization and actively embrace digital transformation, such as interacting with customers online and promoting and selling products. For shopping centers, they can try to build digital platforms to create an integrated shopping ecology in addition to serving merchants and customers, so as to enhance their competitiveness in the digital era.

合影

论文答辩圆满结束，但作为终身学习者，这是庄泽勇同学的又一个起点。未来，他将带着对中西方管理学理论的认知与思考，继续践行新商业文明；用独到的洞见不断为中国经济注入新动力，引领行业的发展方向。