科研管理

科研管理 ›› 2016, Vol. 37 ›› Issue (10): 60-68.

• 论文 • 上一篇    下一篇

中国PC网络游戏行业商业模式创新的演化研究

谢佩洪1,成立2   

  1. 1.上海对外经贸大学 工商管理学院，上海201620;
    2. 南京东方智业管理顾问有限公司,江苏 南京210013
  • 收稿日期:2014-02-25 修回日期:2016-03-24 出版日期:2016-10-20 发布日期:2016-10-17
  • 通讯作者: 谢佩洪
  • 基金资助:

    上海哲学社会科学规划一般课题“基于商业模式创新视角的平台型企业发展战略的理论与实证研究”（2014BGL015，2014.8-2017.8）；上海高峰高原学科建设项目“大数据驱动下的商业模式与管理创新”（2016.1-2018.12）和上海市曙光学者计划项目（13SG53，2014.1-2016.12）。

A research on the evolution of the business model innovation in Chinese PC online game industry

Xie Peihong1, Cheng Li2   

  1. 1.School of Business Administration, Shanghai University of International Business
    and Economics, Shanghai 201620, China;
    2. Nanjing Orient Intelligence Industry Management and Consulting Co. Ltd, Nanjing 210013, Jiangsu, China
  • Received:2014-02-25 Revised:2016-03-24 Online:2016-10-20 Published:2016-10-17

摘要： 本文从商业模式定义、构成和创新驱动因素入手，阐述了商业模式是企业如何创造价值、传递价值和获取价值的基本原理，由价值主张、盈利模式和运营模式构成。商业模式的创新由新技术、企业间竞争、消费者需求和企业家精神驱动，本文在此基础上构建了PC网络游戏行业商业模式演化理论模型，并结合PC网络游戏行业具体分析其发展三阶段，最后给出了行业未来商业模式创新的可能方向。

关键词: 价值主张, 盈利模式, 商业模式创新, 商业模式演化

Abstract: Based on evolutional logic, composition and innovation-driven factors of business model, this paper describes the basic principle of corporate business model is how to create value, deliver value and obtain value. Based on existing literatures and case studies, the article finds out that business model made up of “who are we doing for”, “what we offer”, “how to offer” and “how to profit” four key elements, and new technology, competitive pressure, consumer demand and entrepreneurship mainly drive business model innovation. Based on constructing the theoretical model of the evolution of business model innovation, we analysis in detail business model evolution process of Chinese PC online game industry. Finally, it gives the possible direction of business model innovation of PC online games industry in the near future.

Key words: value proposition, profit model, business model innovation, business model evolution