本文聚焦在位者面临进入者颠覆性威胁时,怎样重塑商业模式。为此设计一个由价值主张和价值主张的实现系统两个要素构成的商业模式“齿轮”表达模型,并结合Casadesus-Masanel 和 Ricart两阶段博弈模型,开发一个商业模式建构的通用框架,包括情境、价值主张、价值主张的实现系统、战略和战术五个构件。利用该通用框架,在独占市场和双寡头市场两种情境下,通过建立数学模型推演在位者建构商业模式以及与进入者博弈的过程,发现商业模式的确影响企业竞争能力,当在位者产品质量低于对手时,必须创新价值主张或价值主张的实现系统。
Abstract
This paper focuses on how incumbents reshape business models when faced with entrants' subversive threats. So we design a "gear" expression model for business models consisting of two components, namely the value proposition and implement system of value proposition, then by combining Casadesus-Masanel&Ricarta's two-period game model, we develop a general framework for constructing business model, which consists of five components: situation, value proposition, implement system of value proposition, strategy and tactics. Using this general framework, the paper deduces the process of incumbents constructing business models and playing game with entrants in the monopolistic market and duopolistic market by establishing the mathematics model, find out that the business model really affects enterprise's competitiveness, and the value proposition or its implement system should be innovated when the product quality of incumbent is lower than that of its competitors..
关键词
商业模式 /
在位者 /
进入者 /
博弈
Key words
business model /
incumbent /
entrant /
game
{{custom_sec.title}}
{{custom_sec.title}}
{{custom_sec.content}}
参考文献
[1] McGrath R G.Business models:A discovery driven approach[J].Long Range Planning,2010,43(2):247-261.
[2] Zott C,Amit R.Business model design:An activity system perspective[J].Long Range Planning,2010,43(2):216-226.
[3] Teece D J.Business models,business strategy and innovation[J].Long Range Planning,2010,43(2):172-194.
[4] Itami H,Nishino K.Killing two birds with one stone:Profit for now and learning for the future[J].Long Range Planning,2010,43(2):364-369.
[5] Casadesus-Masanell R,Zhu F.Strategies to fight ad-sponsored rivals[J].Management Science,2010,56(9):1484-1499.
[6] 李东,王翔,张晓玲,周晨.基于规则的商业模式研究——功能,结构与构建方法[J].中国工业经济,2010(9):101-111.Li Dong,Wang Xiang,Zhang Xiao Ling,Zhou Chen.Study on the rule-based business model——Structure,function and the construction method [J].China Industrial Economy,2010(9):101-111.
[7] 王建国.1P 理论:网状经济时代的全新商业模式[M].北京大学出版社,2007:98.Wang Jian Guo.1P Theory:A new business model in network economy era [M],Peking University Press,2007:98.
[8] Johnson M W,Christensen C M,Kagermann H.Reinventing your business model[J].Harvard Business Review,2008,86(12):57-68.
[9] Yunus M,Moingeon B,Lehmann-Ortega L.Building social business models:Lessons from the Grameen experience[J].Long Range Planning,2010,43(2):308-325.
[10] Demil B,Lecocq X.Business model evolution:In search of dynamic consistency[J].Long Range Planning,2010,43(2):227-246.
[11] Al-Debei M M,Avison D.Developing a unified framework of the business model concept[J].European Journal of Information Systems,2010,19(3):359-376.
[12] Casadesus-Masanell R,Ricart J E.From strategy to business models and onto tactics[J].Long Range Planning,2010,43(2):195-215.
[13] Casadesus-Masanell R,Zhu F.Business model innovation and competitive imitation:The case of sponsor-based business models[J].Strategic Management Journal,2013,34(4):464-482.
[14] Casadesus-Masanell R,Llanes G.Mixed source[J].Management Science,2011,57(7):1212-1230.
[15] Morris M,Schindehutte M,Allen J.The entrepreneur's business model:Toward a unified perspective[J].Journal of Business Research,2005,58(6):726-735.
[16] Chesbrough H,Rosenbloom R S.The role of the business model in capturing value from innovation:Evidence from Xerox Corporation's technology spin-off companies[J].Industrial and Corporate Change,2002,11(3):529-555.
[17] Sabatier V,Mangematin V,Rousselle T.From recipe to dinner:Business model portfolios in the European biopharmaceutical industry[J].Long Range Planning,2010,43(2):431-447.
基金
中央高校基本科研业务费专项资金和江苏省普通高校研究生科研创新计划资助项目(KYZZ_0079),国家自然科学研究项目“科技型初创企业的能力陷阱与商业模式实验创新过程研究:基于结构化理论的分析”(71372196)。
PDF(1 KB)
