场景如何基于竞争战略选择借助价值主导逻辑演变赋能商业模式创新?——西贝莜面案例研究

How did Scene Empower Business Model Innovation Through Value Dominant Logic Evolution Based on Competitive Strategy Selection?Case Study of Xibei Oat

场景基于竞争战略选择借助价值主导逻辑演变赋能商业模式创新,但其过程和机理仍不甚清晰。为此,基于竞争战略选择,借助价值主导逻辑演变,以大型餐饮连锁企业西贝莜面为例,采用扎根范式与案例研究相结合的方法发掘和提炼商业模式创新机理和路径。研究发现:(1)企业以用户时空化消费期望及其变化为航标,以竞争战略选择为航向,以价值主导逻辑演变为航线赋能商业模式创新形成实际航迹。(2)在产品市场化阶段,企业以成本领先战略为主导,借助产品功能价值主导逻辑,通过场景化情境的标准化配置赋能商业模式创新,形成解决痛点的感知市场能力。(3)在服务品牌化阶段,企业以差异化战略为主导,借助服务效用价值主导逻辑,通过场景化情境的个性化配置赋能商业模式创新,形成发掘痒点的感知市场能力和学习吸收能力。(4)在场景体验化阶段,企业以集中化战略为主导,借助场景体验价值主导逻辑,通过场景化情境的双路径配置赋能商业模式创新,形成打造爽点的感知市场能力、学习吸收能力和革新重构能力。

The essence of business model innovation was to solve users'pain points,explore users'itch points,and create users'satisfaction points guided by the company's vision and mission,achieving three-dimensional creation of three types of values,which were product function,service utility,and scenario experience.In the fierce market competition,there had become a focus of attention in the industry and academia how to break and establish framework of business models based on competitive strategy selection and value dominant logic evolution to seize market opportunities and empower business model innovation.The essence of business model innovation was a process of dynamically creating value for the value dominant logic evolution based on competitive strategy choices,in response to the constant disruption of the external business environment.In the era of scenes,business model innovation had become a strategic choice for enterprises to respond business environmental changes.Business model innovation not only provided opportunities for enterprises to survive and develop,but also affected the overall direction of industrial development.The existing literature lacked the discussion on empowering business model innovation for the evolution of value dominant logic based on competitive strategy selection in the scenes.However,in the era of scenarios,the selection of competitive strategy for enterprises had become an inseparable topic for business model innovation,and it was urgent to build a corresponding theoretical system to guide the practice.This study incorporated scenes into the research perspective,based on the theory of scenario adaptation,competitive strategy theory,value dominant logic theory,business model theory,and Schumpeter innovation theory.It explored and extracted scenes based on competitive strategy selection,and empowered.business model innovation mechanisms and paths for value dominant logic evolution.There were found that:(1)Enterprises utilized users'spatiotemporal consumption expectations and their changes as navigation markers,choosing competitive strategies as the direction,and evolved value dominant logic into route empowerment business model innovation to form actual tracks.(2)In the stage of product marketization,enterprises took cost leadership strategy as the dominant strategy,utilized the logic of product function value dominance,and empowered business model innovation through scenario contextual standardized configuration,forming a perceived market ability to solve pain points.(3)In the stage of service branding,enterprises took differentiation strategy as the dominant strategy,used service utility value as the dominant logic,and empowered business model innovation for scenario contextual personalized configuration,forming the perception market ability and learning absorption ability to explore itching points.(4)In the experiential stage of scenes,enterprises took centralized strategy as the dominant strategy,utilized the logic of experiential value as the dominant logic,and empowered business model innovation for scenario contextual dual path configuration,forming the ability to perceive the market,learn and absorb,and innovate and restructure to create pleasant points.At different stages of enterprises development,the three-dimensional creation of product functional value,service utility value,and scenario experience value could be achieved through scenario contextual standardized configuration,scenario contextual personalized configuration,and scenario contextual dual path configuration.Scenario configuration originated from the theory of supply and demand matching,specifically referring to the three-dimensional adaptation of"business scene-consumption demand-business context","Business scene-consumption habits-business context",and"business scene-consumption preferences-business context"to meet the consumption needs,habits,and preferences of suitable customers at the appropriate time and space.The choice of enterprise competitive strategy relied on the coordination of the contradictory movement between user's"consumption expectations"and enterprise's"supply reality"to form a value dominant logic,enabling enterprises to seek the contact point that empowered business model innovation.There were selections of competitive strategies based on scenes and the evolution of value dominant logic that enterprises solving pain points,exploring itchy points,and creating refreshing points for different configuration methods of scenario context,to form an innovative effect of"appropriate time-appropriate space-appropriate customers-appropriate products-appropriate experiences".