基于价值网络重构的企业商业模式创新

Business Model Innovation Based on the Reconfiguration of Value Network

建构价值网络逐步成为企业商业模式创新的重要方式,但狭义的价值网络观对企业盈利机理的解释并未突破价值链"将投入转换为产品"的传统逻辑。本文从更广义的价值生态系统角度剖析网络价值交换逻辑和企业价值的实现机理,从网络重构出发分析了五种不同的商业模式创新路径。本文认为,受竞争压力与技术变迁的推动,网络组织的价值创造逻辑呈现颠覆性变化:顾客价值创造与企业价值实现的分离。这种分离导致许多企业即使实现了顾客价值最大化也未必产生收入,尤其面对互联网的免费经济趋势,企业只有重构价值网络、拓展新的收入源才能实现盈利并保证商业模式的稳定性。

Organizing value network is beginning to be the main content of business model innovation.But value network in a narrow sense accords with the traditional value creation logic of value chain,＂transforming input into product＂.This paper,on the perspective of value ecology system,analyzes participants＇ value exchange logic and how the focal firm achieves profit,and explores different ways to business model innovation.Value creation process in network organization has been reversed by the force of dynamic competition and changing technology.It is a pronounced tendency that the process of firm value achievement is separated from the process of customer value creation,which means that the firm can not get revenue although it has brought customer maximum value.Especially facing with the free preference of internet economy,a firm must reconfigure its value network to find new revenue sources.