商业模式创新中顾客价值主张影响因素的三棱锥模型——基于传统企业的多案例探索研究

Triangular Pyramid Model of Impact Factors on Customer Value Propositions in Business Model Innovation: Based on Multiple Cases of Traditional Enterprises

运用多案例研究方法,选取5家正在进行商业模式创新的企业案例,对创新文化、高层管理者推动和驱动市场导向如何影响企业商业模式创新中的顾客价值主张进行了深入探讨。研究表明,创新文化是企业商业模式创新中顾客价值主张形成的驱动因素;高层管理者通过强调、积极参与和资源资金支持推动企业商业模式创新的实现,是形成顾客价值主张的支撑条件;企业通过主动创造和发现顾客潜在需求从而驱动市场是形成顾客价值主张的关键步骤。基于上述研究发现,提出了企业商业模式创新中顾客价值主张影响因素的三棱锥模型。

This paper selects five traditional enterprises which are carrying on business model innovation, discusses the impacts of the innovation culture, top managers push and drive market orientation on customer value propositions in enterprise business model innovation with multiple case study method. It found that, innovation culture is the driving factor of forming customer value proposition in business model innovation. Top management promotes the realization of the business model innovation by emphasizing, actively participating and financial and resources supporting, which is the support condition of forming the customer value proposition. Enterprises drives market proactively through the active creation and potential demand finding of the customers, which is the key step of forming the customer value proposition. Based on the above studies, this paper puts forward the triangular pyra- mid model of impact factors on customer value proposition in business model innovation.