基于模块化的商业模式创新路径研究

Business Model Innovation Route Based on Modularization

商业模式是创造顾客价值,从而实现企业自身目标价值的逻辑。商业模式创新所遵循的逻辑就是企业在实现规模化生产的前提下,持续不断地满足顾客个性化、多样化的需求,其演化过程为价值链逻辑——价值网逻辑——模块化价值网逻辑。在模块化价值网逻辑下,顾客价值模块、核心企业价值模块以及伙伴企业价值模块构成了商业模式,并按照联系规则进行运行。在这种模块化的商业模式架构中,可以通过模块化操作来实现商业模式的创新:一是基于价值模块的革新或重构提升其功能而实现价值创新;二是基于联系规则的改变提高运行效率而实现价值创新;三是基于两者混合的变革,既提升功能又提高效率实现的协同创新。

Business model is logic for creating customer value and realizing enterprise＇ s value goal. The logic that business model innovation follows is that enterprises, based on large -scale production, meet customers＇ per- sonalized and diverse needs, the evolutionary process of which is value chain logic value network logic mod- ular value network logic. Under modular value network logic, customer value module, core enterprise value module and partnership enterprise value module make up the business model which operates according to contact rules. In such a modular business model framework, business model innovation can be achieved through modular operations, i. e. , achieving value innovation by promoting its functions through value module innovation or reconstruction, achie- ving value innovation by promoting its operational efficiency through changing its contact rules, and achieving collab- orative innovation by promoting its functions and efficiency through a mixed reform.