基于情境运用的商业模式创新研究--“乐美智能”案例  

Business model innovation based on situational application --A case study of “L. Vending Intelligence”

作　　者：王立夏[1] Wang Lixia(SILC Business School,Shanghai University,Shanghai 200899,China)

机构地区：[1]上海大学悉尼工商学院,上海200899

出　　处：《科研管理》2020年第3期174-182,共9页Science Research Management

基　　金：国家社科基金后期资助一般项目(19FGLB046,2019.09-2021.12);上海市科学技术协会项目(75-0115-18-404,2018.09-2020.06);上海市人民政府发展研究中心项目(2019-YJ-H08,2019.01-2019.12)。

摘　　要：本文基于商业模式是指通过用户的价值增值、"多赢效果"反馈来使企业价值变化的商业活动系统,根据商业模式冰山理论,围绕情境、竞争环境、内部环境、价值主张、业务系统、盈利模式六个方面,构建了商业模式创新的情境运用模型(Situational Application Model, SAM)。同时,选择自动售货机运营行业的代表性案例"乐美智能",通过系统性地分析自动售货机运营行业的商业模式变化,对情境运用的商业模式创新SAM模型进行探索性的研究。研究结果表明:基于情境运用的商业模式创新SAM模型对企业的商业模式创新具有重要的指导与驱动作用。企业在创新商业模式时,基于竞争环境、内部环境的变化,需要考虑情境运用来进行业务及流程设计。乐美智能基于情境运用的商业模式创新,对中国自动售货机运营行业的发展具有重要的借鉴意义。现阶段"乐美智能"通过SAM获得大量优质的客户和渠道资源,将成为自动售货机运营行业转型升级这场颠覆性变革的赢家。The competition among enterprises is not between products, but also between business models. Business model is an important source of competitive advantage. The research about business model innovation has attracted the great attention of both domestic and international academic scholars, but their researches focus mainly on the characteristics and evolution of business model innovation, as well as the systematic structure of business model innovation. There are following gaps in previous researches on business model innovation:(1) Not considering the special situation in China;(2) In the research of business model innovation, more considerations were focused on the value-added of users or "three win effect"(referring to consumption, businesses partners and the company itself), while less consideration was to "multi-win effect"(considering other third party and more parties outside the original business system). Based on the literature review, this paper firstly cites the definition of business model as a business activity system that changes the value of an enterprise through the value-added process of users and the effects of "multi-win effect". Then, from the horizontal and vertical perspectives of China′s development, this paper respectively chooses the human relationship society and the government′s systems and policies in a specific period of time, focusing on the six aspects of situation, competition environment, internal environment, value proposition, business system and profit model, to construct the situational application model(SAM) of business model based on the iceberg theory.This paper choose Suzhou L.vending Intelligence IOT Technology Co., Ltd.(hereinafter referred to as "L.vending Intelligence") as the research object to explore the business model innovation SAM model based on the unique situation in China. First of all, it compares two business models of L.vending Intelligence applied, namely, traditional business model and innovative business model;Second, we analyze the two business model

关 键 词：情境 商业模式创新 冰山理论 SAM模型 案例研究 

分 类 号：F272[经济管理—企业管理]