在位企业数字商业模式健壮性测度模型研究  

A research on the robustness measurement model of incumbent′s digital business model

作　　者：王雪冬 匡海波 王奇 Wang Xuedong;Kuang Haibo;Wang Qi(Collaborative Innovation Center for Transport Studies,Dalian Maritime University,Dalian 116026,Liaoning,China)

机构地区：[1]大连海事大学综合交通运输协同创新中心,辽宁大连116026

出　　处：《科研管理》2021年第1期189-199,共11页Science Research Management

基　　金：教育部人文社科基金:“企业社会责任融入商业模式创新研究:共演过程、交互机理与跃迁机制”(20YJCZH167);中国博士后基金:“互联网+背景下国有企业数字化商业模式创新的实现机理”(2018M631827);长江学者和创新团队发展计划资助:“港口协同发展与绿色增长”(IRT_17R13)。

摘　　要：在当今数字化时代,诸多在位企业纷纷构建数字商业模式,竭力谋求数字化转型。在位企业构建数字商业模式是一个风险极大、失败率极高的商业模式重塑过程,"商业模式健壮性"是其能否实现成功的关键,但现有商业模式评价研究却较少关注在位企业的相关实践,也未提供一种系统、通用方法来评估在位企业数字商业模式的健壮性。本研究综合运用扎根分析、R聚类和变异系数、MA-OWA算子等定性与定量相结合的评价方法,构建了在位企业数字商业模式健壮性测度模型,该模型以健壮性为目标层,以原有客户兼容性、新兴客户新颖性、内部运营均衡性、外部系统稳定性和盈利模式有效性等指标为准则层,并包含18个因素层评价指标。本文同时运用该模型对宝武集团、传化集团、中储股份、铁龙物流等案例企业进行了评价应用。本文为商业模式评价研究开辟了在位企业的新方向,同时为在位企业的数字化转型实践提供了测度模型理论启示,有助于更多传统行业在位企业更好地开展数字化转型实践。In today′s digital age,many incumbent enterprises have built digital business models and are striving for digital transformation.The construction of digital business model by incumbent enterprises is a process of remodeling business model with great risk and high failure rate."Business model robustness"is the key to whether incumbent enterprises can achieve digital transformation.However,the existing research and evaluation of business model pays less attention to the innovation and practice of incumbent enterprises in traditional industries,and does not provide a systematic method in general to evaluate the robustness of incumbent enterprises′digital business model.Therefore,"how to evaluate and maintain the robustness of incumbent′s digital business model"still remain poorly understood in current studies.The purpose of this paper is to build a robustness measurement model of incumbent′s digital business model.In order to answer the above questions,considering multiple criteria,this study made a construction of a comprehensive evaluation measurement model covering quantitative and qualitative indicators,and decomposed complex multi-standard decision-making problems into hierarchical structures by qualitativly grounded analysis,R clustering and coefficient of variation,MA-OWA operator,TOPSIS method and other algorithms.Beginning with qualitative inductive analysis and with the help of quantitative rational screening,a scientific,practical and operational robustness measurement model of incumbent enterprises′digital business model was constructed.Our research shows that the robustness measurement model of incumbent′s digital business model mainly includes three levels:the target layer,the criterion layer and the indicator layer.The target layer with robustness as the core.And business model robustness refers to the feasibility and reliability of business model in dealing with external turbulent environment;The criteria layer represented by the compatibility of original customers,novelty of new customer

关 键 词：数字商业模式 健壮性 传统行业 在位企业 测度模型 

分 类 号：F272.5[经济管理—企业管理]