互联网企业发展过程中商业模式的演变——基于腾讯的案例研究  被引量:33

Research on the Evolution of Internet Enterprise Business Model in its Life Cycle——A Case Study of Tencent

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作  者:罗小鹏[1] 刘莉[1] 

机构地区:[1]深圳大学管理学院,广东深圳518060

出  处:《经济管理》2012年第2期183-192,共10页Business and Management Journal ( BMJ )

基  金:国家软科学研究项目"高新技术企业集成创新的模式与政策研究--以软件为典型产业"(2007GXS3D108)

摘  要:互联网企业的商业模式具有较强的可塑性,企业应在发展过程中根据内外部环境的变化对商业模式进行创新。本文运用商业模式"3-4-8"理论,以腾讯公司为目标企业,对该公司在生命周期三个阶段的商业模式创新及演变进行案例研究。研究表明,腾讯在创业期、成长期和成熟期不同发展阶段,商业模式表现出独特的演变路径和鲜明的特征,商业模式的创新提升了公司的价值和竞争力,其成功经验为我国互联网企业提供了启示与借鉴。Internet enterprise business model has strong plasticity, entrepreneurs should innovate the business model according to the change of internal and external environment. Business model is an architectural structure that organization position and integrate its value, strategy and operation system into a organic integrity, and through offering a series of products or services to realize its goal. By reviewing the papers, we can find that related research of business model is in the ascendant in recent 10 years. In the thesis, We adopted case study method, based on 3 -4 -8 business model theory, chose a iconic internet company Tencent Holding Co. Ltd( short for Tencent) as the object. From the enterprise life cycle perspective, We explored the innovation of Tencent's business model, induction conditions, characteristic, and the evolution path in different period. Concluded innovation type of business model, and summarized the inspirations that internet enterprises should follow when innovating their business model. Our research was carried out by three steps: Firstly, we reviewed the existing theories at home and abroad, summarize the definition of business model, and presented my definition. Then, used"3 -4 -8" business model architectural structures for reference, followed the modular deconstruction thinking, investigated and executed data analysis on 23 modular indexes. On the basis of index values and logical relations, we developed the cobweb model and logical diagram of Tencent's business model, which explained the transformation and logical relations of business model modular index visually. Besides, We analyzed the induction conditions and characteristic. Secondly, based on the change of modular indexes, we identified the innovation type of business model in initiation, growth and mature period are successively reconfiguration, variation and perfection type, which exactly confirm the"3 -4 -8" theory. Different level of business model innovation results in different type of enterprise tha

关 键 词:商业模式 创新 互联网企业 腾讯 案例研究 

分 类 号:C93[经济管理—管理学]

 

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