商业模式设计对节俭式创新的影响机制研究

Impact Mechanism of Business Model Designs on Frugal Innovation

当前,节俭式创新受到业界和学界的广泛关注。为更好地寻求资源约束与消费者对"足够好"产品需求之间矛盾的解决办法,基于商业模式设计视角,以阿里巴巴的淘宝和淘工厂模式为研究对象,通过案例研究法探讨效率型商业模式和创新型商业模式对节俭式创新的影响机制。案例分析结果表明,效率型商业模式通过商业模式画布中的客户细分、渠道、成本结构来影响节俭式创新;创新型商业模式则通过价值主张、收入来源、合作伙伴来影响节俭式创新。

In order to resolve the contradiction between limited resource constraint and consumers＇ unlimited demand for good-enough products. Based on the view of business model designs,we choose Taobao and Tao Factory models as our research objects to study the impact mechanism of efficiency-centered business models and novelty-centered business models on frugal innovation using the case study method. The case analysis results show that efficiency-centered business models will influence frugal innovation through customer segments,channels and the cost structure of the business model canvas,while novelty-centered business models will influence frugal innovation through value proposition and revenue streams. This research has important theoretical implications for frugal innovation,business model innovation,even for their relationships.