金字塔底层可持续商业模式构建分析——基于粤东北地区的多案例研究

摘要/Abstract

摘要：

金字塔底层（BoP）是被忽视的有巨大商业潜力的市场，企业构建可持续的BoP商业模式对我国建成全面小康社会，走向可持续发展道路具有战略意义。从可持续发展视角探究构建BoP商业模式的机制机理是当前BoP领域的热点问题。本文以社会网络和本地能力为理论基础，采用扎根理论编码分析方法，从粤东北地区的8个典型案例出发，探究技术性本地能力、社会化本地能力与社会嵌入3个理论维度对构建BoP可持续商业模式的影响与机理，并归纳出BoP可持续商业模式的4大命题。本研究为企业在BoP市场建立可持续商业模式提供理论思路与实践指导，并为BoP地区实现经济、社会、自然的可持续发展提供借鉴参考。

关键词: 金字塔底层(BoP), 可持续商业模式, 社会化本地能力, 技术性本地能力, 社会嵌入

Abstract:

The Base/Bottom of Pyramid (BoP) is a neglected market with huge commercial potential. The BoP sustainable business model established by enterprises is of strategic significance for our country to build a moderately prosperous society and to go for the path of sustainable development. At present, from the theoretical perspective of sustainable development, it is a hot issue to explore the mech-anism of constructing BoP business model in the BoP field. Based on 8 typical cases of Northeastern Guangdong, we code the data by Grounded Theory, combining the theory of Social Network and Native Capability to explore the impact and mechanism of constructing BoP sustainable business model from three theoretical dimensions:technical native capability, social native capability and social embed-dedness, and then summarize 4 propositions of BoP sustainable business model. This study provides a theoretical foundation and practical guidance for enterprises to establish sustainable business models in the BoP market, and also provides reference for BoP region to achieve sustainable development in an economic, social and natural manner.

Key words: Base/Bottom of the Pyramid (BoP), sustainable business model, social native capability, technical native capability, social embeddedness

杜松华, 徐嘉泓, 罗子婵, 李东霞, 于秀丽. 金字塔底层可持续商业模式构建分析——基于粤东北地区的多案例研究[J]. , 2018, 30(9): 292-304.

Du Helen S., Xu Jiahong, Luo Zichan, Li Dongxia, Yu Xiuli. Analysis of Sustainable Business Model at the Base of Pyramid——Multi-case Study Based on Northeastern Guangdong[J]. , 2018, 30(9): 292-304.

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