基于价值创造视角的商业模式分类研究——以三个典型企业的分类应用为例

摘要/Abstract

摘要：

分类问题是商业模式研究的难点，但又是绕不开的重要环节，因为只有对商业模式进行科学的分类，才能更好地区分不同商业模式的特征，从而为商业模式创新提供分析基础。本文基于“价值创造”视角，从“企业的功能角色”和“价值创造环节”两个维度出发，提出了商业模式“九宫格”分类法。该分类法认为：焦点企业在其商业模式中扮演了三种角色：从事专业化经营的“产品（服务）生产者”、引入关联第三方的“伙伴引入者”和充当独立第三方的“平台提供者”；商业模式可以从三大环节创造价值：研发生产环节、营销交易环节和服务体验环节；“角色”与“环节”的组合产生了九种商业模式基本类型。通过“九宫格”分类法，可以把现实中繁杂的商业模式拆解成一个或多个基本类型构成的“互补性组合”，从而清晰地区分不同商业模式的价值创造逻辑。结合三个典型案例，本文讨论了“九宫格”分类法在现实中的具体分类应用，指出了样本企业商业模式升级与创新的可选择路径，为企业创新实践提供参考。

关键词: 商业模式, 商业模式分类, 价值创造, 互补性组合, 九宫格

Abstract:

The essence of business model is the logic of enterprises' value creation. Classification method of business models should answer two questions clearly:What role does the focus enterprise (project) play in the business model? And in which link does this business model create value? Based on the logic of value creation, this paper divides business models into two dimensions:(1) the functional role of enterprises and (2) the value creation link, and puts forward ‘Nine-square’ classification method of business model. This classification holds that:Focus enterprise plays three roles in its business model:(1) Product (service) producer who engages in specialized management; (2) Partner introducer who introduces value-connected third-party enterprises or individuals; (3) Platform Provider who is an independent third-party enterprise. Business models can create value in three links:the production link, the transaction link and the consumption link. The combination of ‘role’ and ‘link’ produces nine basic types of business models. Based on the ‘Nine-square’ classification method, we can deconstruct complex business models in reality into one or more basic models which form together a ‘complementary combination’. Finally, combining single-case study method, this paper discusses the classification application of the ‘Nine-square’, which and can provide reference for guiding practices of upgrading and innovation of enterprise business model.

Key words: business model, business model classification, value creation, complementary combination, Nine-square

李鸿磊. 基于价值创造视角的商业模式分类研究——以三个典型企业的分类应用为例[J]. , 2018, 30(4): 257-272.

Li Honglei. Research on Business Model Classification Based on the Perspective of Value Creation——Taking the Classification Application of Three Typical Enterprises as an Example[J]. , 2018, 30(4): 257-272.

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