“互联网+”情境下商业模式创新与企业跨界成长：模型构建及跨案例分析

摘要/Abstract

摘要： 互联网信息技术的发展推动了产业的融合，模糊了产业之间的边界，日益成为商业模式创新的基本时代背景，同时越来越多的企业通过商业模式创新实现跨界成长，甚至颠覆产业竞争格局，但国内外文献尚未对此进行应有研究和探讨。本文立足于“互联网+”情境，结合商业模式创新视角（要素创新和价值创新）和企业跨界成长方式（内生式和外生式）两个维度，从理论上剖析商业模式创新与企业跨界成长动态影响关系，并构建具有四种不同情景的分类模型。在此基础上，采用多案例比较分析法，选取四种不同情境的典型企业（包括荣昌洗衣、尚品宅配、腾讯、携程）作为案例对象，分别探讨“互联网+”情境下案例企业商业模式创新对跨界成长的影响作用及其发生机理，然后通过案例间横向对比分析，识别了驱动企业跨界成长的客户价值、战略合作关系、价值共创三项关键性因素，并总结出分类模型演化规律。本文研究结论能够对深化企业跨界成长战略的研究思路和视野，拓宽商业模式创新的应用范围以及优化变量动态关系模型等方面提供积极的启示和借鉴作用。

关键词: “互联网+”, 商业模式创新, 跨界成长战略, 分类模型

Abstract: Since the development of Internet information technology increasingly promotes the integration of different industries and blurs the boundary between different industries, more and more enterprises try to achieve sustainable growth or even subvert the existing industrial competition pattern through active or passive implementation of cross-border strategies. Thus, the cross-border growth strategy of enterprises is becoming an important research topic. However, extant literature at home and abroad has not yet examined the topic properly.
Thus, this paper, based on the context of "Internet+", combines the new perspectives of business model innovation composed of factor innovation and value innovation with different paths of firm cross-border growth strategies including endogenous and exogenous types, and further theoretically analyzes the dynamical acting mechanisms between business model innovation and firm cross-border growth strategies so as to construct the four-classification models of a pairwise combination of the two variables involved. Furthermore, by selecting the multi-case comparative analysis method, four cases with different scenarios such as Rongchang laundry, Shangpin home delivery, Tencent and Ctrip are adopted respectively to explore the influencing relationship and the acting context of the variables involved.
The results indicate that first there exist four different combinations of business model innovation with cross-border growth paths, that is, the factor innovation of endogenous cross-border growth, factor innovation of exogenous cross-border growth, value innovation of endogenous cross-border growth, and value innovation of exogenous cross-border growth, and further different matching relations have a different mechanism of action. Second, strategic leadership plays an important role in the process of firm cross-border growth and the force of action will be adjusted according to the development stage of the enterprises. Thirdly, the key driving factors of firm cross-border growth strategies such as customer value, strategically cooperative partnership and value co-creation, are identified by adopting horizontally comparative analysis method, and further, the evolution laws of the four-classification models are summarized.
The findings of this study several positive management implications such as implementing the cross-border growth strategy rationally and dialectically, focusing on the complexity of business model innovation in new contexts and improving the strategic leadership for top managers. Also, the contributions of ours study include deepening the research ideas and perspectives of firm cross-border growth strategies, broadening the applied range of business mode innovation as well as optimizing the dynamic relational modes of the variables involved.

Key words: "Internet+", business model innovation, firm cross-border growth strategies, classification models

杨林, 陆亮亮, 刘娟. “互联网+”情境下商业模式创新与企业跨界成长：模型构建及跨案例分析[J]. 科研管理, 2021, 42(8): 43-58.

Yang Lin, Lu Liangliang, Liu Juan. Business model innovation and firm cross-border growth under the context of "internet+": The model construction and a cross-case analysis[J]. Science Research Management, 2021, 42(8): 43-58.

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