There are two errors in your OPENROWSET statement. You cannot use FIELDTERMINATOR etc with OPENROWSET(BULK), you need to have a format file. That is, if you are importing a file with multiple records in it. But if you are looking for a single JSON document, you would just use the option SINGLE_CBLOB like the examples in the documentation you linked to.
The part
with (doc nvarchar(max)) as rows
has nothing to do with OPENROWSET. It appears that you mixed it up with OPENJSON where you can use a WITH clause to specify the columns you shred the document to. With OPENROWSET you must supply a table alias_
FROM OPENROWSET (BULK ...) AS T
and if you have SINGLE_CLOB, also a column alias:
FROM OPENROWSET (BULK ..., SINGLE_CLOB) AS T(c)