基于价值网络视角的商业模式分类研究:以现代服务业为例  

The Classification of Business Model from the Value Network Perspective: Evidence from the Modern Service Industry

作　　者：吴晓波[1] 姚明明[1] 吴朝晖[2] 吴东[1] 

机构地区：[1]浙江大学管理学院,浙江杭州310058 [2]浙江大学计算机学院,浙江杭州310058

出　　处：《浙江大学学报（人文社会科学版）》2014年第2期64-77,共14页Journal of Zhejiang University:Humanities and Social Sciences

基　　金：国家自然科学基金重点项目(71232013);国家科技支撑计划课题(2010BAH56B01)

摘　　要：随着全球化进程的加快和信息技术的发展,产业间的界限日趋模糊,新兴的现代服务业已经与传统制造业逐渐融合,商业模式的研究视角也开始由传统的产业价值链向跨产业价值网络转变。构建基于价值网络视角的商业模式分析框架,依据截至2011年底中国创业板上的62家现代服务业企业,运用专家问卷打分的方法及计算机算法和程序进行聚类分析,共识别出6类典型商业模式,分别是:长尾式商业模式、多边平台式商业模式、免费式商业模式、非绑定式商业模式、二次创新式商业模式和系统化商业模式。With the blurring of the boundary among industries and with the integration ot~ the traditional manufacturing and the modern service industries, the traditional research of business models has been shifted from the value chain to the trans industry value network. From the perspective of value network, the business models in different companies have fundamentally changed. Lots of new business models are emerging, of which the modern service industry is the most prominent one. This article focuses on a type of business model research from the new perspective. First of all, it builds an analytical framework of business models from the value network perspective. This analytical framework consists of four elements and seven sub elements. The four elements are value proposition, value creation, value capture and value realization. The seven sub elements are value proposition, customer interface, market infrastructure configuration, governance model, isolation nechaanism, revenue model and cost structure. This framework develops the previous ones in that it is based on the transmission of value. Secondly, this article focuses on the modern service industry which has witnessed frequent innovations in business models, and is therefore more likely to produce meaningful and representative results. 62 listed companies are selected from the Growth Enterprise Market （GEM） of China for the validity and authenticity of the data, but also because the study of their open texts and materials is a primary method of research. Thirdly, the open texts and materials of the sample companies are categorized and coded, and questionnaires are designed for experts according to our analytical framework. The experts evaluate and score these 62 companies in terms of the confidence data. Their scoring is then subjected to clustering analysis of the computer. The results of the analysis break the 62 companies down into six types, namely, the long tail business model, the muhi sided platform business model, the free business model, the unbund

关 键 词：商业模式 价值网络 现代服务业 创业板 

分 类 号：F726.9[经济管理—产业经济]