科研管理

科研管理 ›› 2017, Vol. 38 ›› Issue (5): 121-129.

• 论文 • 上一篇    下一篇

基于商业模式轨道的创新路径研究——以中国百货零售产业为例

郭蕊1,吴贵生2   

  1. 1上海证券交易所资本市场研究所，上海200120；
    2教育部人文社会科学重点研究基地 清华大学技术创新研究中心，北京100084
  • 收稿日期:2014-11-04 修回日期:2016-05-20 出版日期:2017-05-20 发布日期:2017-05-20
  • 通讯作者: 郭蕊
  • 基金资助:

    国家自然科学基金项目“广义轨道理论：基于后发国家追赶视角的研究”（项目编号：71072010；起止时间：2011.01-2013.12）。

The Study of Innovation Pathways Based on Business Model Trajectory-Evidence from Chinese Retail Industry

Guo Rui1， Wu Guisheng2   

  1. 1. Capital Market Institute, Shanghai Stock Exchange, Shanghai 200120, China; 
    2. Research Center for Technological Innovation in Tsinghua University, Key Research Base of Humanity and Social Sciences of the Ministry of Education, Beijing 100084, China
  • Received:2014-11-04 Revised:2016-05-20 Online:2017-05-20 Published:2017-05-20

摘要： 技术轨道理论是指导技术创新路径选择的重要理论，但存在局限。提出“商业模式轨道”概念，并通过中国百货零售产业中京东商城和天猫商城的创新案例对比分析了商业模式轨道的存在性、形成过程和对应的创新路径。基于商业模式要素的演化，以创造新运营模式和盈利模式为导向的创新路径是商业模式轨道的形成结果。商业模式轨道理论扩展了技术轨道理论，为后发企业的创新路径选择提供了更广阔的机会空间。

关键词: 商业模式轨道, 技术轨道, 创新路径, 追赶机会

Abstract: Technological trajectory theory is an important theory for guiding the choice of technological innovation pathways, but it has some limitation. This paper puts forward “business model trajectory” concept, as well as analyzes its existence, formation process and innovation pathways through the comparison of JD.com case and Tmall.com case in Chinese retail industry. Based on the evolution of business model elements, the innovation pathway oriented by creating new operating model and profit model is the result of business model trajectory formation. Business model trajectory theory expands the technological trajectory theory and extends the opportunity space of choosing innovation pathways for late comers.

Key words: business model trajectory, technological trajectory, innovation path, catching-up opportunity