O2O商业模式的创新路径及其演进机理——品胜公司平台化转型案例研究

Innovation Paths and Evolutionary Mechanism of O2O Business Model:A Case Study of Pisen's Platform Transformation

本文以制造型企业互联网化转型为研究对象,从商业模式和价值创造的新视角,探讨O2O商业模式的创新路径及其演进机理。首先,根据所收集2003~2016年的品胜案例资料进行纵向扎根分析,探索其商业模式创新的典型路径及规律,进而归纳O2O商业模式创新的典型路径以及动态演进的机理。研究表明:企业O2O商业模式创新进程中通过变动价值创造载体和价值创造结果两大关键维度,形成了O2O商业模式创新的典型路径,而变动维度两两组合又可构成创新进程中出现的典型商业模式,各典型商业模式的属性特征各不相同,具体包括新颖性、锁定性、互补性和效率性,它们构成路径演进的关键动因,持续改善各属性将使商业模式实现由量变到质变,表现为各典型商业模式的更替升级,进而推动O2O商业模式创新路径的演进。

From the perspective of business model and value creation,this paper explores innovation paths and evolutionary mechanism of O2 O business model by the case study of a manufacturing enterprise,which is a typical business model innovation from product-based business model to platform-based business model. First,according to the collected data of Pisen from 2003 to 2016,grounded theory approach is used to explore paths and law of Pisen＇s business model innovation. Second,the typical innovation paths and evolutionary mechanism of O2 O business model are further analyzed. Finally,the evolutionary mechanism is discussed from four aspects such as novelty,lock-in,complementarity and efficiency. The findings show that two key dimensions,subject and result of value creation,are to be changed by enterprises during the process of O2 O business model innovation,which forms the typical innovation paths of O2 O business model,and these paths consist of typical business models,which is the result of the combination of the two key dimensions. Each typical business model varies in attributes,namely novelty,lock-in,complementarity and efficiency,and they are the key motivations of path evolution. Continuously improving attributes is a process from quantitative changes to qualitative changes for business model,which is shown as substitution and upgrade of typical business models and finally boosts the evolution of O2 O business model innovation paths.