商业模式组合:理论框架和研究展望

Business Model Portfolio: Theoretical Framework and Future Prospect

在如今动态、多变以及高度复杂的商业环境中,在位企业通过管理不同商业模式来创造独特的竞争优势,已有研究从战略管理、价值创造以及结构关系等视角分别探讨了商业模式组合的驱动因素、实现方式和影响效应等,但理论间仍然缺乏内在联系,未对商业模式组合形成系统完整的解释。首先,本文通过梳理不同理论视角下商业模式组合界定的核心理论要素来源,识别了不同理论间“目标—活动—结果”的内在逻辑联系,通过对不同理论融合,本文认为商业模式组合并不是多个商业模式的简单相加,而是在战略目标指引下,对不同价值创造活动形成的关系结构的设计。其次,本文发现商业模式组合内部形成的不同关系会产生“双刃剑”效应,需要结合商业模式组合动因,综合时间、空间以及关系等不同维度对关系结构进行治理,趋利避害,实现商业模式组合的最大价值。由此,本文构建了“驱动因素—实现方式—影响效应—管理选择”涵盖商业模式组合整个管理活动的全新理论体系框架。最后,从商业模式组合基础性议题、定量研究设计、未来演化方向以及开展中国本土化和情境化的研究等方面提出了研究展望,以期实现商业模式组合研究的深化和细化。本研究旨在对商业模式组合形成系统性认识的同时,为企业对商业模式组合的管理提供指导借鉴。

In today’s dynamic,changeable and highly complex business environment,incumbent enterprises create unique competitive advantages by managing different business models,and some studies have explored the drivers,implementation methods and impact effects of business model portfolio from the perspectives of strategic management,value creation and structural relationship,but the separation of the internal relationship between these perspectives only form a partial understanding of business model portfolio.Therefore,it is necessary to sort out the existing research,find the internal theoretical connection,and integrate different theories to form a cognition of the internal regularity of the business model portfolio.Therefore,in order to systematically understand the business model portfolio,this paper will explore the conceptual connotation of business model portfolio and focus on analyzing the process mechanism of its formation,including:What is business model portfolio?What are the antecedents,methods and influencing effects of the formation of business model portfolio?In the face of different impact effects,how can enterprises manage the business model portfolio to achieve“seeking advantages and avoiding disadvantages”,or“leveraging strengths and avoiding weaknesses”,so as to maximize the value of the portfolio?What should be further expanded in the future?Firstly,by sorting out the core theoretical elements of business model portfolio definition by different theories,and identifying the logical connection of“goal-activity-result”between different theories,this paper makes a new and more systematic definition of the concept of business model combination through theoretical integration.This paper argues that business model portfolio is not a simple addition of multiple business models,but a design of the relationship structure formed by different value creation activities under the guidance of strategic goals.Secondly,this paper takes“goal-activity-result”as the internal logical main line,integrates different theoretical perspectives,and adds the dimension of management means to manage the impact effect,so as to construct a new theoretical system covering the driving factors,combination methods,impact effects and management methods of business model portfolio.Answer the complete theoretical question of“why,how,impact,and how to manage a business model portfolio”.Specifically,companies generate initial ideas for building a business model portfolio in order to achieve different strategic goals such as“meeting market demand,realizing technological innovation,responding to competitive threats,and balancing industry risks”.Under the guidance of strategic objectives,enterprises generate value creation activities through the allocation of resources and capabilities,through derivation,creation and introduction,which also produces different types of business model portfolio realization methods such as derivation,creation and acquisition.Under the business model portfolio structure,activities in different models exhibit different relationships,and different relationship attributes may produce positive effects such as economies of scope and scale,balancing risks,creating barriers to imitation,and capturing opportunities,as well as negative effects such as resource dissipation,value erosion,and organizational identity conflicts.Based on this“double-edged sword”effect,enterprises need to combine the combination of business models to form motivations,integrate time,space and relationship and other dimensions to govern the relationship structure,seek advantages and avoid disadvantages,and achieve the maximum value of business model portfolio.Finally,the future research topics of business model portfolio are proposed from the perspectives of research content,research design,research expansion and research scenarios.This research aims to attract more scholars to pay attention to the phenomenon of business model portfolio,and to promote the development of business model portfolio theory by providing an overall theoretical framework that integrates different perspectives.At the same time,while forming a systematic understanding of the business model portfolio,it forms a guide for the management of the business model portfolio by enterprises.