共情视角下大数据赋能商业模式创新的研究

Research on Big Data empowering business model innovation from the perspective of empathy

企业在激烈的竞争环境之下,易受到外界环境的冲击,大数据成为了当前科技革命的重要工具,并赋能企业商业模式创新。本文以瓜子二手车为研究对象,分析企业大数据赋能商业模式创新过程,构建“冲击—反应—涟漪”模型,深入探究大数据赋能关键业务中“共情”的内在逻辑。研究发现:第一,企业以大数据赋能商业模式创新主要是由于受到外部环境冲击而做出反应,其过程分为探索阶段、成长阶段和成熟阶段。第二,企业大数据赋能商业模式创新多以第一次应用的关键业务为中心,呈圈层状扩大应用范围。第三,企业运用大数据赋能关键业务创新的内在“共情”逻辑。本文为企业在新常态中的大数据赋能商业模式创新提供了方向指导。

This paper aims to summarize the innovation model of technology-empowered business model and provide reference for enterprises by studying the key business innovation process of Guazi second-hand car,a representative enterprise who successfully completed the business model innovation.Business model,as a classical management concept,has always been an important component for business research.Different business models and the innovation are the fundamental reason for corporate profits.Using the method of single case study and studying the case from the perspective of empathy,this paper takes Guazi as the research object.By combing and summarizing the time line and internal logic of the enterprise’s big data-empowered business model innovation,this paper explores the universal model of big data-empowered key business innovation.In the fierce business competition environment,the business decision of the enterprise is vulnerable to the impact of the external environment.In order to cope with the constantly changing external environment and make timely business adjustment in line with the market situation,big data has become an important tool for enterprises to make business decisions.The research findings are as follows:First,companies are mainly responding to external environmental shocks and innovating big data business models,which are divided into exploration,growth and maturity stages.In other words,there is a specified process and sequence of business model innovation,and enterprises will constantly improve their business model,rather than achieve it in one move.Second,most companies focus on big data applications for the first time and expand their application scope in a circle.This conclusion,on the one hand,further supports the previous conclusion.On the other hand,it also shows that enterprises tend to perfect one aspect of business model innovation before starting the business model innovation in another aspect,which reflects the characteristics of lean production management.Third,companies use big data to empower the inherent“empathy”logic of key activities innovations.In this essay,the concept of empathy is mainly reflected in the company’s attempt to continuously find and satisfy consumer needs and demands.In the highly competitive business environment,compared with other stakeholders,it is more important for enterprises to meet the personalized needs of consumers.Companies can innovate through big data-empowered business model to adjust to the ever-changing business environment.For enterprise managers,cultivating and mining talents in the field of big data is one of the important goals,especially for human resource management department,which is of great significance for enterprises to meet customers’demands.In order to promote the sustainable development of enterprises,the government and regulators should encourage enterprises to apply big data technology by giving preferential policies or providing help to ensure the enterprises’sustainable development and promote industrial innovation of the nation.This research uses Guazi Used Cars as the research object to build a“shock-response-ripple”model,explains the Gauze stage characteristics in business model innovation of big data application,and innovatively studies Guazi’s case from the from the perspective of empathy,which enriches the theory of empathy in business research.Besides,this paper deepens the relationship between key business innovation and big data technology,and provides some reference significance for enterprises to use big data technology to enable business model innovation.