价值链重构视角的互联网家装企业商业模式创新分析——家装e站与齐家网案例研究

Analysis of Business Model Innovation in Internet Home Decoration Enterprises from the Perspective of Value Chain Reconstruction:A Case Study of Home Decoration E-station and Qijia Network

"互联网+"时代下家装行业的传统业态发生着颠覆性的改变,探究互联网家装企业价值链重构对商业模式创新的作用机理是亟待解决的现实问题。本文基于价值链重构的视角,通过探索性双案例研究,对两家互联网家装企业价值链的分拆与重组所形成的不同商业模式进行对比分析,破解价值链重构的动因和路径,探究不同价值链重构方式下商业模式创新的异质性,搭建价值链模块创新行为与商业模式要素创新之间的映射关系模型,为互联网家装企业商业模式创新提供一种现实可行的思路和手段。

At the age of internet,the traditional format of home decoration industry has a disruptive change,and business model innovation emerges one after another.How to explore the function mechanism of the value chain reconstruction of home improvement enterprises from the perspective of value creation logic is a realistic problem yet to be solved urgently.This paper explores two home decoration enterprises,makes a comparative analysis of their different business models by the split and reorganization of their value chains,researches the motivation and path of the value chain reconstruction,explores the heterogeneity of the business model innovation under different reconstruction methods,and builds the mapping model between the value chain module innovation behavior and business model elements innovation.The result shows that the value proposition is the motivation of the value chain reconstruction,and consistent innovation value chain is the main module and the whole value chain reconstruction,relationship between innovation behavior and the elements of the business model of each value chain module.