商业模式的一个新的分析视角:重构房地产企业“微笑曲线”  

A New Perspective to Analyze Business Model:Re-constructing the “Smiling Curve” of Real Estate Enterprises

作　　者：闫冰倩 崔晓杨 云昕[3] 李俊儒 乔晗 胡毅 Yan Bingqian;Cui Xiaoyang;Yun Xin;Li Junru;Qiao Han;Hu Yi(School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190;National Equities Exchange and Quotations Limited Liability Company, Beijing 100033;Academy of Mathematics and System Sciences, Chinese Academy of Sciences, Beijing 100190)

机构地区：[1]中国科学院大学经济与管理学院,北京100190 [2]全国中小企业股份转让系统有限责任公司,北京100033 [3]中国科学院数学与系统科学研究院,北京100190

出　　处：《管理评论》2018年第6期265-272,共8页Management Review

基　　金：国家自然科学基金面上项目(71373262);国家自然科学基金重大项目(71390330;71390331)

摘　　要：企业的价值创造过程可以分解为一系列互相关联又互不相同的经济活动,其总和构成企业的"价值链"。本文将企业价值创造的"黑匣子"打开,提出基于"微笑曲线"理论来分析商业模式的框架。根据"微笑曲线"理论,价值链的上、下游创造较高的附加价值,同时商业模式在上下游所起到的作用也更为重要,因此企业可以率先在价值链的上下游阶段寻求商业模式的突破,提升价值创造。本文基于"微笑曲线"的分析视角,结合房地产行业所处的政策环境、商业环境和科技水平等,分析了万科地产是如何将"互联网"这一机会整合到价值链各环节商业模式的设计中,从而提高企业价值创造。With the production fragmentation,business model is observed at the task level. Nevertheless,the traditional analysis framework of business model still stays at the firm level,which cannot accurately describe the business model anymore; hence this paper proposes an analysis framework of business model from the ＂smiling curve＂perspective. According to the ＂smiling curve＂theory,the upstream and downstream of the value chain create more value added. At the same time,business model plays an even greater role in the upstream and downstream of the value chain,therefore,the firm can enhance the value creation through making a breakthrough of the business model in the upstream and downstream of the value chain. From the＂smiling curve＂analysis perspective and combining the industry environment,this paper analyzes how Vanke Real Estate successfully integrated the＂Internet＂opportunity into the business model design and thus enhanced their value creation.

关 键 词：商业模式 微笑曲线 互联网 房地产 

分 类 号：F299.233.4[经济管理—国民经济]