中国PC网络游戏行业商业模式创新的演化研究

A research on the evolution of the business model innovation in Chinese PC online game industry

本文从商业模式的演化逻辑、构成要素和创新的关键驱动因素入手,阐明了商业模式是企业如何创造价值、传递价值和获取价值的基本原理。结合已有文献和案例研究发现,商业模式主要由为谁提供、提供什么、如何提供和如何盈利四要素构成,新技术、竞争压力、消费者需求和企业家精神是商业模式创新的关键驱动力。在此基础上构建了商业模式创新演化的理论模型,并结合中国PC网络游戏行业深入研究了其商业模式演化历程,最后给出了行业未来商业模式创新的可能方向。

Based on evolutional logic, composition and innovation - driven factors of business model, this paper describes the basic principle of corporate business model is how to create value, deliver value and obtain value. Based on existing literatures and case studies, the article finds out that business model made up of ＂who are we doing for＂, ＂what we offer＂, ＂how to offer＂ and ＂how to profit＂ four key elements, and new technology, competitive pressure, consumer demand and entrepreneurship main- ly drive business model innovation. Based on constructing the theoretical model of the evolution of business model innovation, we analysis in detail business model evolution process of Chinese PC online game industry. Finally, it gives the possible direction of business model innovation of PC online games industry in the near future.