海尔集团商业模式演进案例研究:“因时而变”的企业  

Business Model Evolution of Haier in Dynamic Perspective: Based on Grounded Theory

作　　者：王水莲[1] 刘莎莎[1] 

机构地区：[1]中国海洋大学管理学院,青岛266071

出　　处：《科学学与科学技术管理》2016年第4期70-78,共9页Science of Science and Management of S.& T.

基　　金：山东省自然科学基金项目(ZR2015GQ002);青岛市软科学项目(12-1-3-84(11)-zhc);青岛市社会科学规划项目(QDSKL150409)

摘　　要：基于扎根理论,以动态视角,纵观海尔集团自建立以来30年的商业模式演进过程,探讨了商业模式演进机理这一问题。经过扎根理论分析,得出了商业模式演进的机理模型,并详细探讨了商业模式演进动力——外部环境、顾客需求、企业家精神之间的关系,确定了商业模式演进载体的具体内容,包括组织结构、管理手段、运营机制、企业战略和关系资本,以及商业模式演进结果。并提出商业模式演进过程中随着企业的成长,其动力、载体及结果的侧重点会有所不同,进一步完善了商业模式演进相关理论。企业应认识到企业家精神在商业模式演进中的发挥作用的机制,并保持控制与创新的平衡以及各个演进载体之间的耦合,因时而变,以保持企业持续的成长。Based on the grounded theory, this paper looked through the business model evolution of Haier Group for 30 years to explore the mechanism of the evolution with the dynamic perspective. After the analysis of grounded theory, we got the model for the evolution mechanism of business model and discussed in detail about the relationship among driving force, the external environment, the demand of customers and entrepreneurship. Also we confirmed the carriers for the evolution, including organization and structure, management methods, operation mechanism, strategy and relationship capital as well as the results of business model evolution. And we found that with the development of the enterprise, it would focus on different part of the driving forces, carriers and results. Therefore, this study improved the theory of business model evolution. This research showed the implications for the management： the role of entrepreneurship played in the mechanism for evolution was important;kept the balance between control and innovation; being a coupled system and changed over time.

关 键 词：商业模式 演进机理 扎根理论 海尔集团 

分 类 号：F272.2[经济管理—企业管理]