互联网商业模式创新机理研究——以拼多多为例  

Research on Innovation Mechanism of Internet Business Model:Take Pinduoduo as an Example

作　　者：蒋国平[1] 万广斌 郭玉花[1] 胡润飞 JIANG Guo-ping;WAN Guang-bin;GUO Yu-hua;HU Run-fei(Tianjin University of Commerce,Tianjin 300400,China)

机构地区：[1]天津商业大学,天津300400

出　　处：《价值工程》2021年第7期168-171,共4页Value Engineering

基　　金：天津市企业科技特派员项目:《大山里的食材》-国家级贫困县或地区电商精准扶贫商业化平台构建与运营设计,合同编号:19JCTPJC51800;“天津市教育科学规划课题”--天津市普通高校创新创业教育评价研究,课题批号:HE4008。

摘　　要：由于互联网技术的广泛普及,企业与互联网融合度越来越高,导致企业商业模式也因此发生改变。本文从拼多多电商平台的商业模式出发,对拼多多的商业模式创新的驱动力、创新路径进行分析,通过外部驱动力:需求拉动、技术的广泛应用、市场激烈竞争三个角度;内部驱动力:领导者个人能力、企业资源两个角度,进一步探讨了拼多多的商业模式创新驱动力;此外,通过价值主张、价值创造、价值传递和伙伴流量导入四个角度进一步探讨了拼多多的商业模式创新路径,较为深刻地诠释了拼多多如何通过商业模式创新而成为电商领域的“黑马”的机理。Due to the widespread popularity of Internet technology,the integration degree between enterprises and the Internet is getting higher and higher,leading to the change of enterprise business model.Starting from the business model of Pinduoduo e-commerce platform,this paper analyzes the driving force and innovation path of Pinduoduo's business model innovation from three perspectives:demand pulling,wide application of technology and fierce market competition.Internal driving force:From the perspectives of leaders'personal ability and enterprise resources,this paper further discusses the driving force of Pinduoduo's business model innovation.In addition,the paper further discusses the business model innovation path of Pinduoduo from four perspectives:value proposition,value creation,value transmission and partner traffic import,and profoundly explains the mechanism of how Pinduoduo becomes a"dark horse"in the e-commerce field through business model innovation.

关 键 词：商业模式创新 驱动力 创新路径 

分 类 号：F724.6[经济管理—产业经济]