知识密集型组织的商业模式创新策略——以网络教育组织为例

Strategy for Knowledge Intensive Organizations to Innovate Business Model——A Case Study of On-line Education Organizations

本文介绍了近年来关于商业模式理论的新进展。并指出,主动变更商业模式中的"价值链定位"、"顾客定位与声誉建设"和"经济模式选择"这三个成分,是企业在理性引导下实现创新并赢得竞争优势的一种方法。之后,以方兴未艾的网络教育行业为研究对象,对国内以公司化形式运作的网络教育学院进行了商业模式剖析。并展示了如何利用理性框架剖析网络教育学院在商业模式层面上的蓝海区域和经济模式策略空间。

After reviewing the advancement on business model research during recent years, and serving the end of better exploring an enterprise's competitive advantage, the author puts forward an alternative model which innovates three components of value chain positioning, consumer positioning and reputation constructing, and economic approach. Then, taking the on-line education industry as the research subject, the author analyzes Chinese commercialized on-line education colleges from perspective of business model. The author finally borrows insights from the three-step rational analysis framework to elaborate approaches for these educational organizations to exploiting the blue ocean of business model and strategy space of economic model.