金字塔底层市场的商业模式:一个多案例研究

The Business Model at the Base of the Pyramid Markets: a Multi-case Study

金字塔底层战略要求企业把穷人视为真正的消费者与生产者并通过提供平等参与市场的机会来创造出多元价值。但由于低收入市场的特殊性,企业需要构建全新的商业模式才能撬动金字塔底层的财富。本文对6家在中国本土农村地区进行商业运营的企业进行探索性案例研究,得出金字塔底层市场企业商业模式的关键构成维度与主要特征:(1)商业模式要建立在低收入群体自有资源能力基础之上;(2)价值主张包含经济、能力与关系价值三类,但经济价值占主导地位;(3)由于价值链缺失与制度空洞,企业需要建立跨部门的价值网络,其中与当地政府的关系是成败关键;(4)企业主要进行连接、学习与利用三类关键活动;(5)收益依赖于传统的线性盈利模式,而商业模式的可拓展性具有未来的增长期权价值。

The strategy of the Pyramid Base (PB) require that enterprises view the poor as true consumers and producers and that enterprises provide, with them, the opportunity of equally joining the market to create pluralistic value. But because of the specialty of the market for people with low income, only when enterprises construct brand new commercial model (CM), can they unearth the wealth at the PB. We have, in this article, made an attempt to make a case study on 6 enterprises that carry out business operation in the rural areas in China to find the key components and characteristics of enterprises' CM on the market of PB: (1) the CM must be based on the resources and capabilities owned by the poor themselves, (2) the value propositions include economy, capability and the value of relationship, but the leader is the economic value, (3) because of the lack of the value chain and the vacuity in the content of the system, enterprises need to build the trans-departmental value network, in which the relationship between enterprises and the local governments is the key to success or failure, (4) enterprises mainly carry out three kinds of activities: linking, learning and leveraging, (5) the profit relies on the traditional way of the linear profit, but the scalability of the CM has the future value of the growth in option.