免费增值商业模式价值创造与价值捕获研究

A Study on Value Creation and Value Capture of Free Value-added Business Model

随着平台经济的迅速发展,商业模式作为各大企业整体价值创造与价值捕获的框架与商业逻辑变成企业转型最重视的环节。为了吸引消费者,各大企业采取了免费或者优惠的价格政策吸引消费者入驻。这种策略在流通上取得了不错的效果,但对于价值捕获与价值创造而言却远不及付费策略的商业模式。从普遍免费增值商业模式设定的背景入手,分析了商业模式的内涵以及其价值创造与价值捕获的内在机理;就免费增值商业模式与付费商业模式进行对比,发现免费增值商业模式创造与捕获的价值没有付费商业模式所创造与捕获的多。

With the rapid development of platform economy,the business model,as the framework and business logic of the overall value creation and value capture of major enterprises,has become the most concerned link of enterprise transformation. In order to attract consumers,the major enterprises have adopted a free or preferential price policy,which has achieved good results in circulation,but can not compete in value capture and value creation with the business model of the payment strategy. Starting from the setting background of the general free value-added business model,this paper has analyzed the connotation of the business model and the internal mechanism of its value creation and value capture. Comparing the free value-added business model with the payment business model,it is found that the free value-added business model can create and capture less value than the payment business model.