数字商业模式:理论框架与未来研究

Digital Business Model:Theoretical Framework and Future Research

数字商业模式作为一种新兴的商业模式,引起了国内外学者的特别关注。运用文献分析法,通过对近20年来文献的查阅和梳理,构建了数字商业模式的理论分析框架。在对数字商业模式内涵进行界定的基础上,提出数字商业模式具有以数据和数字技术为战略资产、以客户为中心和以数字平台为联系点等特征,认为数字商业模式由价值主张、价值创造和价值获取三大基本要素组成。从数字商业模式的先行因素、价值主张维度、价值创造维度、价值获取维度、支撑与促进数字商业模式发展的动态能力等5个方面分析了数字商业模式中的关键活动,并对未来研究方向进行了展望,以期为数字商业模式理论研究和实践活动提供有益参考和借鉴。

As a new business model,digital business model has attracted special attention from scholars around the world.By using the method of literature analysis,this paper constructs the theoretical analysis framework of digital business model by consulting and combing the literature through the recent 20 years.Firstly,on the basis of defining the connotation of digital business model,this paper puts forward that digital business model is characterized by data and digital technology as strategic assets,customer-centric and digital platform as contact point.Secondly,by analogy with the constituent elements of business model,it explains three basic elements of the digital business model:value proposition,value creation and value acquisition.Finally,it analyzes the key activities in the digital business model from five aspects:the leading factors of the digital business model,the dimension of value proposition,the dimension of value creation,the dimension of value acquisition,and the dynamic ability to support and promote the digital business model.Then,it puts forward that the leading factors of digital business model include the formulation of digital business strategy,the definition of digital leadership and team building,and the updating of corporate culture.The dimension of value proposition requires the design of digital products and services should be customer-centric,the digital communication need to be enhancement and the omni-channel distribution and delivery need to be realization.In the dimension of value creation,the design steps of enterprises mainly include the application of digital technology,data processing,finding partners and using digital platform to support the value creation of digital business model.The dimension of value acquisition mainly includes adjusting and expanding income model,adjusting cost structure and budget.The dynamic ability to support and promote digital business model mainly includes perceptual recognition ability,digital ability and digital collaboration ability.The theoretical contribution of this paper is mainly reflected as follows:firstly,it systematically sorted out the the cutting-edge research literature on digital business model,clarified the connotation and characteristics,basic elements and key activities of digital business model,and constructed the theoretical analysis framework of digital business model,which has a certain reference value for the theoretical research of digital business model;secondly,it defines the connotation of digital business model and puts forward the characteristics of digital business model.This paper combs and defines the connotation of digital business model from the perspective of digital technology and function,and puts forward the basic characteristics of digital business model,which is innovative.thirdly,it clarifies the basic elements of digital business model,and the key activities in the digital business model are analyzed,which has a certain guiding value for enterprises to successfully design and implement digital business model.