理性定位视角下的商业模式研究:一个综述

Research on Business Models from the Perspective of Rational Positioning:A Review

现有关于商业模式研究的众多成果没有呈现出累积性,学者们认为现有研究对商业模式的概念给出了不同的边界,导致研究缺乏统一的框架。但是从一个特定的理论视角来观察,部分研究已经呈现出一定的累积性,特别是理性定位视角的商业模式研究。根据Martins等对理性定位视角的界定,从商业模式内涵、设计、影响因素、实施等方面对现有国内外研究成果进行总结,可以此为基础建构理论研究和实践应用框架,对理性定位视角的理论假设进行概括,对未来研究进行展望。这有助于研究者从理性定位视角审视商业模式的内涵和研究框架,推动理论研究的累积性。

Many existing research results on business model do not show a cumulative nature.Scholars believe that the reason is that the existing research gives different boundaries to the concept of business model,which leads to the lack of a unified framework for the research.If viewed from a specific theoretical perspective,however,it can be considered that some studies have shown a certain cumulative nature,especially the business model research from the perspective of rational positioning.According to Martins et al.’s definition of the perspective of rational positioning,this paper summarizes the existing domestic and foreign research results from the aspects of business model connotation,design,influencing factors,evaluation and implementation,summarizes the current research situation,proposes the theoretical research framework and practical application framework,sums up theoretical assumptions of perspective of rational positioning,and makes a prospect for future research.This study will help researchers to examine the connotation and research framework of business models from the perspective of rational positioning and promote the accumulation of theoretical research.