商业模式场景化对价值创造的影响——天虹股份2007-2018年数字化转型纵向案例研究  

Effect of Business Model Contextualization on Value Creation:A Case Study of RAINBOW’s Digital Transformation from 2007 to 2018

作　　者：蔡春花[1] 刘伟[1] 江积海[1] Cai Chunhua;Liu Wei;Jiang Jihai(School of Economic and Business Administration,Chongqing University)

机构地区：[1]重庆大学经济与工商管理学院

出　　处：《南开管理评论》2020年第3期98-108,共11页Nankai Business Review

基　　金：国家自然科学基金项目(71772020)资助。

摘　　要：商业模式是描述企业创造、传递和分配价值的基本原理或框架,商业模式场景化是将场景元素嵌入商业模式形成场景型商业模式的创新过程。本文旨在探讨商业模式场景化动因、路径及其对价值创造的影响和作用机理。首先,运用案例研究与扎根分析的方法,识别出四个驱动商业模式场景化的价值动因,即环境场景(时间、空间等元素)、基础场景(用户画像、待办事项、目的等元素)、情感场景(服务型诉求和情感型诉求等元素)及网络化(连接属性、实时互动等);归纳出三条商业模式场景化路径,即用户场景化、价值主张情感化和基础设施网络化。其次,结合天虹案例,应用价值共创和服务主导逻辑等新的理论基础,深入探讨各价值动因对价值创造影响的内在机理,即商业模式场景化的“来龙去脉”。最后,归纳出商业模式场景化动因、路径与价值创造间的关系模型,将环境场景和基础场景嵌入用户模块有助于实现用户场景化,将情感场景嵌入价值主张有助于实现价值主张情感化,将基础设施网络化能正向促进价值创造。Business model is a kind of behavior logic or framework for describing the creation,delivery and distribution of value of the enterprise.The business model contextualization is an innovative process of embedding scene elements into the business model to form a context-based business model.The purpose of this article is to explore the value drivers,various paths,the impact and mechanism of business model contextualization on value creation.Firstly,this paper uses a combination of a longitudinal case study of RAINBOW DEPT.STORE’s digital transformation from 2007 to 2018 and carries out a rooted analysis to identify four value drivers that drive business model contextualization,including environmental scenarios(such as time,space,etc.),and scenarios(such as user portraits,job-to-be-done,goals,etc.),emotional scenarios(such as service-oriented appeals and emotional appeals,etc.),and networking(such as connection attributes and real-time interaction).At the same time,this paper summarizes three specific paths for business model contextualization,including user contextualization,value proposition emotionalization,and infrastructure networking.Secondly,in conjunction with the longitudinal case study of RAINBOW DEPT.STORE,this paper uses new theoretical foundations such as value co-creation and service-dominant-logic to deeply explore the intrinsic mechanism of the effect of various value drivers on value creation.Thirdly,this paper constructs a theory model to describe the relationship among value drivers,various paths of business model contextualization and value creation.Fourthly,this paper deduces the management implications for business model research and entrepreneurial leaders.Finally,it summarizes the deficiencies of the research content and research methods in this paper,and points out the direction of further research.The results of this study show that embedding environmental scenarios and basic scenarios into user modules to achieve user contextualization can positively promote the value creation of enterpr

关 键 词：商业模式场景化 价值动因 价值创造 纵向案例研究 

分 类 号：F721[经济管理—产业经济]