基于仿真的制造企业商业模式创新路径研究——以海尔服务化转型为例

Research on Business Model Innovation Path for Manufacturing Enterprises Based on Simulation:An Example from Haier’s Service-oriented Transformation

以制造企业商业模式的创新过程为研究对象,运用基于NK模型的仿真工具模拟服务化转型背景下制造企业商业模式创新的优化路径,以海尔服务化转型的过程为案例研究验证了仿真的结果。研究发现:服务化转型背景下,制造企业应遵循“创新价值主张→开拓目标市场→强化核心技术→促进资源整合→重构价值网络→创新盈利模式”的商业模式创新路径发展;处于服务化转型的不同阶段,由不同的商业模式创新核心要素发挥主导作用:服务化转型初始阶段主要表现为价值主张创新和目标市场开拓的过程,发展阶段主要表现为核心技术研发和资源整合重组的过程,成熟阶段主要表现为价值网络重构和盈利模式创新的过程,结论有助于促进我国制造企业的转型升级。

With the innovation process of the manufacturing enterprise business model as the research object,and the simulation tool based on the NK model to simulate the optimization path of the manufacturing enterprise business model innovation under the background of the service-oriented transformation,this paper takes Haier’s service-oriented transformation process as a case study to verify the simulation results.The research finds that in the context of service-oriented transformation,manufacturing enterprises should follow the business model innovation path of“innovating value proposition→exploring target market→strengthening core technology→promoting resource integration→reconstructing value network→innovating profit model”.In the different stages of the business model innovation core elements play a leading role.The initial stage of service-oriented transformation is mainly manifested in the process of value proposition innovation and target market development,the development stage is mainly manifested in the process of core technology research and development and resource integration and reorganization,and the mature stage is mainly manifested in the process of value network reconstruction and profit model innovation.The conclusion can help promote the transformation and upgrading of the manufacturing enterprises in China.