低碳背景下制造业商业模式创新策略研究——以卡特彼勒公司为例

Business Model Innovation for Manufacturers in the Context of Low-carbon Economy——A Case Study of Caterpillar

低碳经济要求制造企业克服经济增长与环境超载之间的矛盾,但在传统商业模式下往往无法达到"双赢"。本文以战略分析和创新理论为依据,论述了低碳约束下制造业商业模式创新的驱动因素、作用机理以及创新要素,设计了理论框架,在此基础上探讨了低碳背景下商业模式创新的难点,提出了三方面的创新策略,并通过对卡特彼勒的案例分析验证了上述策略。结果表明:制造业可以通过改造价值链以建立逆向供应链、增强服务以及构建低碳技术壁垒的方式实现商业模式创新。研究在一定程度上丰富了相关学术成果,为我国现代制造业顺应低碳经济需求提供了具有可操作性的指导。

In the context of low-carbon economy, manufacturers are required to address contradictory between economic growth and environment overload. However, such win-win results can hardly be achieved within a traditional business model. The article demonstrates the motivation, mechanism and elements of business model innovation in low-carbon constraints and designs a theoretical framework according to strategic analysis and innovation theory. Then we discuss the difficulties of business model innovation in low-carbon back- ground and proposed three innovation strategies which are verified by the case study of Caterpillar. Therefore our research finding shows that manufactures can achieve a win-win situation by transformation of value chain to establish reverse supply chain, enhancement of service and establishment of low-carbon technical barriers. In a word, our findings complement the existing researches in the field of business model innovation and provide a feasible guide for modern manufacturing enterprises to meet the need of low-carbon economy.