商业模式多元化及其创造价值的机理:资源协同还是场景互联?——美团2010-2020年纵向案例研究

摘要/Abstract

摘要： 商业模式多元化是企业寻求价值创造的典型创新路径，但其价值创造的前因后果仍不清晰。本文从商业模式场景化新视角出发，探讨商业模式多元化的价值动因及其创造价值的内在机理。首先，通过对案例材料编码识别出三个商业模式多元化的价值动因，即时间场景互联（频次、时间、连续性等）、空间场景互联（基于位置的服务、供求连接等）以及价值主张场景互联（用户画像、功能需求、情感需求等）。其次，基于服务主导逻辑、网络效应、顾客协同等理论基础，结合美团案例，深入分析商业模式多元化各价值动因影响价值创造的内在机理。最后，归纳出商业模式多元化的价值动因与价值创造结果之间关系的理论框架。研究表明：时间场景互联的商业模式多元化为用户提供一站式消费体验，促进用户数、转化率、交易频次等指标上升；空间场景互联的商业模式多元化立体地洞察消费需求，减少用户交易成本，有助于增强用户粘性，带来交易频次、客单价与货币化率等指标提高；价值主张场景互联的商业模式多元化为用户提供精准的整体解决方案，创造更多用户总价值，推动用户数、转化率、客单价、货币化率等指标上升。三种价值动因共同作用，创造场景价值倍增。

关键词: 商业模式多元化, 价值创造, 场景互联, 场景价值, 服务主导逻辑

Abstract: Business model diversification is a typical innovation path for companies seeking value creation, but the causes and consequences of its value creation are still unclear. This paper starts from a new perspective of business model contextualization, discussing the value drivers of business model diversification and the intrinsic mechanism of value creation. First of all, through the coding of case materials, we recognize three value drivers of business model diversification: time-based context interconnection (such as frequency, time, continuity, etc.), space-based context interconnection (such as location-based services, efficient connection, etc.), and proposition-based context interconnection (such as user portrait, functional needs, emotional needs, etc.). Secondly, based on the theoretical basis of service-dominant logic, network effects, and customer collaboration, combined with the case of Meituan, this paper deeply analyzes the intrinsic mechanism of the effect of various value drivers on value creation. Finally, the theoretical framework of the relationship between the value drivers of business model diversification and the results of value creation is summarized. The results of this study show that time-based context interconnection provides users with a one-stop consumption experience, and promotes the increase in the number of users, conversion rate, transaction frequency and other indicators; space-based context interconnection provides diversified and three-dimensional insight into consumer demand and reduces transaction cost, can increase user stickiness, transaction frequency, customer unit price, and monetization rate; proposition-based context interconnection provides users with accurate overall solutions and more value, and promotes the increase in the number of users, conversion rate, customer unit price, monetization rate and other indicators. The three value drivers work together to enhance the creation of value in context.

Key words: business model diversification, value creation, context interconnection, value in context, service-dominated logic

江积海, 唐倩, 王烽权. 商业模式多元化及其创造价值的机理:资源协同还是场景互联?——美团2010-2020年纵向案例研究[J]. 管理评论, 2022, 34(1): 306-321.

Jiang Jihai, Tang Qian, Wang Fengquan. Business Model Diversification and the Mechanism of Value Creation: Resource Synergy or Context Interconnection? A Case Study of Meituan from 2010 to 2020[J]. Management Review, 2022, 34(1): 306-321.

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