管理评论

管理评论 ›› 2025, Vol. 37 ›› Issue (4): 265-275.

• 案例研究 • 上一篇    

商业模式要素的数据化及其治理如何共创价值？——贝壳“新居住”模式案例研究

江积海1,2, 张雪1   

  1. 1. 重庆大学经济与工商管理学院, 重庆 400030;
    2. 重庆大学工商管理与经济发展研究中心, 重庆 400030
  • 收稿日期:2023-02-17 发布日期:2025-05-06
  • 作者简介:江积海，重庆大学经济与工商管理学院教授，博士生导师；张雪（通讯作者），重庆大学经济与工商管理学院博士研究生。
  • 基金资助:
    国家自然科学基金项目（72272019）；教育部人文社会科学项目（22XJA630002）；中央高校基本科研业务费项目（2024CDJSKPT16）。

How does the Digitalization of Business Model Elements and Their Governance Co-create Value? A Case Study of Beike's “New Living” Model

Jiang Jihai1,2, Zhang Xue1   

  1. 1. School of Economics and Business Administration, Chongqing University, Chongqing 400030;
    2. Business Administration and Economic Development Research Center, Chongqing University, Chongqing 400030
  • Received:2023-02-17 Published:2025-05-06

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摘要： 数字技术推动商业模式创新，激发商业模式要素数据化而共创价值，因而刻画其数据化的过程及其治理机制显得重要而紧迫。本文从交易结构的视角界定商业模式要素，分析贝壳“新居住”典型案例，归纳商业模式要素数据化的过程，探究其数据治理共创价值的作用机制。研究发现：首先，“新居住”模式构成要素房（产品）、客（用户）、人（服务）的数据化过程分别呈现真实性和可视化、标签化和可识别、职业化和可衡量的特征。其次，商业模式要素数据治理协同各要素组合，通过不同的作用机制重塑房、客、人的交互关系,实现价值共创。最后，数据治理包括交易关系、信息关系、互动关系和合作关系治理四条路径。其中，交易关系治理通过智能推荐和场景延伸满足客户需求实现价值共创；信息关系治理通过动态匹配和资源共享提高行业效率实现价值共创；互动关系治理通过服务升级和建立信任提高服务者职业化实现价值共创；合作关系治理通过规范提效和协同合作最大化资源效益实现价值共创。

关键词: 商业模式创新, 数据化, 数据治理, 价值共创, 作用机制

Abstract: Digital technology drives business model innovation and facilitates the digitalization of business model elements to co-create value. Therefore, it is essential and urgent to depict the digitalization process and governance mechanisms. This paper uses case study method to explore the process of digitalization of business model elements and mechanism of data governance for value co-creation from the perspective of transaction structure and the practice of Beike. The findings are as follows. First, the digitalization process of the “New Living” model’s elements-houses, customers, and agents-exhibits distinct characteristics, namely authenticity and visualization, labeling and identification, professionalism and measurability, respectively. Second, data governance coupled with combined elements reshape the interaction relationship between houses, customers, and agents through different mechanisms to achieve value co-creation. Finally, data are governed through four paths: transactional relationship, informational relationship, interactional relationship, and cooperative relationship. Specifically, transactional relationship co-creates value by meeting customer needs through intelligent recommendations and scenario extensions; informational relationship improves industry efficiency through dynamic matching and resource sharing; interactional relationship enhances the professionalism of service providers through service upgrades and trust-building; and cooperative relationship maximizes resource benefits through standardization and collaborative cooperation.

Key words: business model innovation, digitalization, data governance, value co-creation, mechanism