A New Perspective to Analyze Business Model:Re-constructing the “Smiling Curve” of Real Estate Enterprises

Abstract

Abstract:

With the production fragmentation, business model is observed at the task level. Nevertheless, the traditional analysis framework of business model still stays at the firm level, which cannot accurately describe the business model anymore; hence this paper proposes an analysis framework of business model from the "smiling curve" perspective. According to the "smiling curve" theory, the upstream and downstream of the value chain create more value added. At the same time, business model plays an even greater role in the upstream and downstream of the value chain, therefore, the firm can enhance the value creation through making a breakthrough of the business model in the upstream and downstream of the value chain. From the "smiling curve" analysis perspective and combining the industry environment, this paper analyzes how Vanke Real Estate successfully integrated the "Internet" opportunity into the business model design and thus enhanced their value creation.

Key words: business model, smiling curve, Internet, real estate

Yan Bingqian, Cui Xiaoyang, Yun Xin, Li Junru, Qiao Han, Hu Yi. A New Perspective to Analyze Business Model:Re-constructing the “Smiling Curve” of Real Estate Enterprises[J]. , 2018, 30(6): 265-272.

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