商业模式轨道变迁的过程模型——基于汽车制造商向出行服务商的转型研究

A Process Model of Business Model Transition:Research Based on the Transformation of Automobile Manufacturers to Mobility Service Providers

通过对商业模式轨道变迁问题进行探讨,提出了商业模式轨道变迁的过程模型。研究得到三个重要命题:一是提出商业模式轨道变迁的直接动因源于管理者的认知改变,包括威胁认知和机会认知两个方面;二是发现商业模式轨道变迁路径受企业资源的影响,资源丰富时,企业的轨道变迁路径趋向多样化,而资源相对有限时,趋于单一化路径;三是提出企业基因重组程度决定着商业模式的轨道变迁的绩效水平。当企业完成基因重组时,商业模式轨道变迁进程较快;当企业无法实现基因重组时,商业模式轨道变迁进程较慢。

This paper discusses the transition of business model trajectories,and puts forward the process model of business model trajectory transition.Three important propositions are obtained:Firstly,it is proposed that the direct cause of business model trajectory transition is the cognitive change of managers,including threat cognition and opportunity cognition;Secondly,it is found that the path of business model trajectory transition is affected by enterprise resources,when the resources are rich,the enterprise's trajectory transition path tends to be diversified,when the resources are relatively limited,it tends to be a single path,it is found that the path of business model transition is influenced by enterprise resources;Thirdly,it is proposed that the degree of enterprise gene recombination determines the performance level of the trajectory transition of business model.When the enterprise completes the gene recombination,the process of business model transition is faster,and when the enterprise cannot achieve gene recombination,the process of business model trajectory transition is slow.