基于内容分析法的电子商务模式分类研究  

Content Analysis of E-Business Model Classifications

作　　者：柳俊[1] 王求真[2] 陈珲[2] 

机构地区：[1]浙江大学城市学院计算分院,杭州310015 [2]浙江大学管理学院,杭州310058

出　　处：《管理工程学报》2011年第3期200-205,共6页Journal of Industrial Engineering and Engineering Management

摘　　要：随着全球电子商务的蓬勃发展,商务模式作为描述企业如何创造价值的概念成为一个热门研究领域。然而,在电子商务模式分类这一基本问题上还未形成共识,人们依据不同分类标准建立了不同的电子商务模式分类框架。本研究对CNKI中文期刊全文数据库中篇名或摘要包含"电子商务模式"的文献中的商务模式分类标准及类别进行内容分析,结果表明出现频次较高的分类标准依次为交易主体、交互模式和价值链整合、价值链中的位置和盈利方式、市场主导力量和新旧经济5种,并且交互模式和价值链整合、新旧经济以及价值链中的位置和盈利方式这3种标准随时间推移所占比例逐渐上升,表明主流分类标准越来越关注于价值的创造方式和创造过程,这一趋势与电子商务模式定义所揭示的价值创造本质及其发展趋势是一致的。同时,分类体系的多样性也影响了人们对电子商务模式的理解和沟通,未来研究需要提出基于价值主张的更为通用和全面的分类体系来指导商务模式创新实践。E-business model is a concept that describes the value-creation process of an enterprise,and becomes a top research area.Classification is the foundation of theory development and becomes a hot topic in the business model research.However,researchers have developed various e-business model classifications based on different classification criteria.As a result,these researchers cannot reach a consensus on basic issues about classification schemas. To resolve the issue,we first conduct a content analysis of articles,archived in the CNKI Chinese journal database,with the exact term ＂e-business model＂ in their titles or Abstracts.The analysis shows that classification criteria used frequently by the articles include transactional subjects,Timmer＇s interactive mode and degree of value chain integration,Rappa＇s revenue and position in value chains,Mckinsey＇s leading force in the market and Bambury＇s new/old economy in sequence.In addition,we see the trend of decreasing number of articles using the two criteria of transaction subjects and leading force in the market.On the contrary,increasing number of articles is adopting the criteria of interactive mode,the degree of value chain integration,new/old economy,and revenue and position in the value chain.These trends indicate that researchers need more practical,specific,and comprehensive classification schemas to guide e-business practices.Moreover,this trend is consistent with the value creation essence and the development tendency of e-business model concepts.The well-diffused classification criteria focus on the value creation approaches and processes.In addition,the analysis of e-business categorization identifies popular e-business models,such as virtual community,trust services,information brokerage,digital library.We also find that there exist a high correlation between specific classifications,and an overlapping phenomenon among categorizations.These issues in classification redundancy will hinder the shared understanding and communication of different

关 键 词：电子商务模式 分类标准 电子商务模式类别 内容分析 

分 类 号：F713.36[经济管理—产业经济]