基于美团黑珍珠榜单的数字原生企业商业模式设计机制研究

Research on the Design of Business Model for Digital Native Enterprise:Taking Meituan Black Pearl Guide as Example

运用单案例纵向研究方法对数字原生企业中较有代表性的美团黑珍珠餐厅指南业务进行研究,并基于魏朱商业模式理论探讨了数字原生企业取得竞争优势的原因。研究结果发现,企业拥有的资源必须与其商业模式相适应,才能形成竞争优势。具体而言:通过设计数字原生模式,原生企业拥有的数字资源与新模式契合程度更高,而在位企业并不能快速适应新模式,从而使原生企业取得竞争优势;由于数据资源的可复制性和可共享性,竞争优势来源的研究视角应该从企业维度拓展至商业模式维度,企业内部拥有的资源和模式通过交易获得的资源都能形成企业的竞争优势。此外基于商业模式视角,对数字原生模式设计提出了“三阶段”的路径框架。

Using a single-case longitudinal research approach,this study has utilized Meituan as a representative digital native enterprise and thoroughly investigated the developing process of Black Pearl Guide.From the perspective of designing business model,this study discusses the reason why digital native enterprises form their competitive advantages.The results show that,resources owned by enterprises must be adapted to their business models in order to form competitive advantages.By designing digital native business model,the resources digital native entyerprises have can fit their business models better,while the incumbent enterprises can not quickly adapt to the new business model,which brings competitive advantages for native enterprises.Secondly,due to the replicability and shareability of data resources,the view of analyzing competitive advantages should expand from enterprise to business model.Both the resources owned by the enterprise and gained from trading with stakeholders can from the competitive advantages of an enterprise.Thirdly,based on the view of business model,this study propose a three stage path framework for designing a digital native business model,which provides practical reference for enterprises.