商业模式是“新瓶装旧酒”吗?——学术争议、主导逻辑及理论基础

Is Business Model “Old Wine in a New Bottle”?——Academic Debates,Dominant Logic,and Theoretical Grounding

商业模式的研究历经15年的发展,有助于解释互联网情境下企业的价值创造.但是,该领域的研究也面临概念不清、分析边界模糊、构成混乱、理论基础缺乏、功效不明等方面的争议和批评.本文旨在分析商业模式构成及其功效的来龙去脉,重点梳理商业模式研究的学术争议,重构其创造价值的主导逻辑,进而剖析商业模式创新创造价值理论基础.研究认为,商业模式并不是"新瓶装旧酒",而是具有深厚的理论渊源及环境背景,学者们应尽快在其构成、主导逻辑和理论基础上达成共识,使其理论体系和内容框架既前后传承又与时俱进;商业模式创造价值的主导逻辑,应当以商业模式的构成模块为组织载体,以熊彼特创新、战略网络、企业资源观、交易成本经济学等理论的新进展为基础理论,论证和阐述其新颖性、锁定性、互补性、效率性等内在属性与顾客价值、企业价值和伙伴价值的结构层次关系及作用机理.

The study of business model has been paid attention to for a decade and a half. This concept helps to explain how a firm creates value under the context of internet or mobile internet. However, researchers have not reached a consensus on business model＇s concept, components, theoretical grounding, and its role, some even concluded that business model is same old wine in a new bottle. It aimed to clarify business model＇s background and its evolving paths. First, it clarified academic debate in this field. Then, it specified the theoretical grounding of value creation by business model. Lastly, it re-configured dominant logic of value creation by business model innovation. The findings include that business model is not a new bottle with old wine, but evolves with solid theoretical background, research should quickly get common understanding on business model＇s concept, components, and its roles . A new dominant logic framework is provided which includes the components, internal characteristics （ such as novelty, lock-in, complementarities, and efficiency）, and value creation （ such as customer value, firm value, and partner value） based on the new progress of Schumpeterian innovation, strategic network theory, resource-based views, and transaction cost economics.