数字货币时代的商业模式讨论--基于双案例的比较研究

Business Model Discussions in the Cryptocurrency Era--Based on Comparative Case Studies

本文运用对比案例分析法,选取Steemit论坛和知乎论坛作为分析对象,探究了使用数字货币与否对同一行业组织的商业模式及其创新有什么影响。本文以商业模式画布为蓝本,通过对比数字货币背景下商业模式在价值主张、价值创造、价值传递、价值网络和价值实现五个方面的差异,探究数字货币时代下商业模式的创新影响,以及商业模式不同价值元素间新的构成秩序。本研究分析了选取案例商业模式中的不同对应元素,并给出了以下三个针对数字货币和商业模式的新命题:第一,数字货币在价值创造过程中联结利益主体;第二,数字货币起到了模糊价值网络边界的作用,从而促进构成新的治理模式;第三,使用数字货币可以在价值实现过程中完成利润重新分配。最后,文章认为数字货币情景下商业模式中不同价值元素的交互关系,呈现出以客户关系为核心的共同价值创造和共同价值实现的新秩序。

Recent technological advances have enabled the emergence of novel business models based on cryptocurrency.The fundamental question at the core is how cryptocurrency plays its role in the business model and model innovation.To answer this question,the paper applies compartive case study methodology and selects two social media organizations(one is Steemit that employs cryptocurrency and the other is Zhihu that does not employ cryptocurrency)to illustrate the similarities and differences that cryptocurrency can possibly create in the business model.Two cases are analyzed through five aspects by dividing the business model canvas into relevant blocks:value proposition,value creation,value delivery,value network and value appropriate.The research analyzes the different corresponding elements of the business model in the cases and gives the following three new propositions:(1)cryptocurrency can align different stakeholders’interests in value creation process;(2)cryptocurrency blurs the boundary of value network so that enable a new governance model between customers and the firm;(3)cryptocurrency enable firms to achieve fairer profit redistribution in value capture process.Finally,this paper concludes that the new interactive structure between different value elements of the business model within cryptocurrency framework displays a new feature of value co-creation and co-realization that centeres on customer relationships.