决定商业模式成败的能力因素探析

Research on the Two-Factor-Abilities that Determine the Success and Failure of a Business Model

商业模式运行以获得关键资源为起点,以创造最大客户价值为目标。企业在决定采用何种商业模式前,应首先识别备选模式在关键资源争夺及价值创造方面的优势和劣势,培育相应的能力以扬长补短。作为能够消除商业模式劣势(补短)的保健型能力,具有壁垒性、侧重竞争性和动态扩展性;而作为能够强化商业模式优势(扬长)的激励型能力,具有价值创造性、侧重创新性和动态聚焦性。企业拥有较强保健型能力不一定成功,但缺乏保健型能力一定会失败。反过来,企业缺乏激励型能力不一定会失败,但成功企业往往拥有较强的激励型能力。在商业模式运行过程中,企业只有同时拥有这两种能力,才能立于不败之地。厘清了关键资源和能力的概念,揭示了其对商业模式的影响机理,从正反两方面解释了导致商业模式成败的原因,并为研究基于商业模式的竞争战略打开了一个窗口。

Business model（BS） begin with the obtaining of key resource and aims at creating customer value. The premier precondition for a company to pursue a certain BS is to recognize its disadvantages and advantages, in order to find the ＂fa- tal flaws＂ and the ＂trump cards＂ of a BS. For a certain BS, the hygiene abilities are those can erase the disadvantages dur- ing the competition in obtaining the key resources, motivational abilities are those can enlarge the advantages of creating value for customers. The possession of hygiene abilities doesn＇t necessarily bring success, but the lack of them will certain- ly leads to the failure of a BS. On the contrary, the lack of motivational abilities doesn＇t necessarily leads to failure, but strong motivational abilities often bring success. It is necessary for a company to have these two types of abilities at the same time, which means it can not only have the ticket to the game, but also have the trump cards at hand. The contribu- tions of this paper lies in three aspects： i）the clarification of the concept of different abilities, ii）the uncover of the influ- ence of them to BS, iii）the articulation of reasons for the success and failure of a certain BS. All these opened a window for the future research on firm strategies based on BSs.