资源拼凑视角下中小果酒企业的场景型商业模式创新路径研究

Research on the Innovation Process of Context-based Business Model of Small and Medium-sized Fruit Wine Enterprises from the Perspective of Resource Bricolage

近年来,中小果酒企业数量急速增长,在资源匮乏下如何进行场景型商业模式创新是这些企业普遍存在的难题.以梅鹤酒业有限公司和醉美丝路(北京)国际商贸有限公司合作出品的冰青青梅酒为案例研究对象,从企业资源拼凑的视角探索了中小果酒企业的场景型商业模式创新过程.研究发现:中小果酒企业的发展体现为依附型商业模式到场景型商业模式的转变,而商业模式演化的根本在于消费场景和资源拼凑机理的演化;中小果酒企业从没有消费场景到初步构建“极度聚焦”的消费场景,再到构建“因地制宜”的消费场景,与之匹配的资源拼凑经历了“资源激活导向—资源拓展导向—资源协同导向”的演化过程,场景型商业模式创新路径表现为“依附型商业模式—过渡型商业模式—场景型商业模式”的演化过程.

With the rapid expansion in the number of small and medium-sized fruit wine enterprises in recent years, it’s a challenging task for these companies to carry out context-based business model innovation under the lack of resources. As a result, this research explores the process of context-based business model innovation for small and medium-sized fruit wine companies from the perspective of resource bricolage, taking “BingQing” as the case study object. The findings indicate that the development of small and medium-sized fruit wine enterprises experience a transition from a dependent business model to a context-based business model, and the evolution of the business model is attributed to the continuous evolution of consumption scenarios and resource bricolage mechanism. These experiences, which transform small and medium-sized fruit wine enterprises from no consumption scenario to extremely focused consumption scenario, and then to consumption scenarios adapting to local conditions, are matched with an evolutionary process of resource bricolage that transforms from resource activation to resource expansion, and finally to resource synergy. Ultimately, the context -based business model’s development path evolves from the dependent business model to the transition-based, and then to the context-based business model.