新能源汽车生态型商业模式对品牌竞争力的作用机理——基于价值生态系统理论视角  

The Influence of the Eco-Business Model of the New Energy Vehicle Industry on Brand Competitiveness from the Perspective of Value Ecosystem Theory

作　　者：刘颖琦[1] 李震 陈睿君 LIU Yingqi;LI Zhen;CHEN Ruijun(School of Economics and Management, Beijing Jiaotong University, Beijing 100044, China)

机构地区：[1]北京交通大学经济管理学院,北京100044

出　　处：《大连理工大学学报（社会科学版）》2022年第3期32-40,共9页Journal of Dalian University of Technology(Social Sciences)

基　　金：国家社会科学基金重点项目“技术驱动下的新能源汽车产业商业模式创新研究”(16AGL004)。

摘　　要：新能源汽车产业是我国七大战略性新兴产业之一,也是我国实现汽车产业“弯道超车”的重要机遇。云经济背景下,新能源汽车产业的组织结构和商业模式有了极大的改变,价值生态系统的组织形式和生态型商业模式的出现,为新能源汽车产业的发展提供了新的视角。以价值生态理论为研究基石,以700名来自北京、上海、深圳等地的新能源汽车消费者为调研对象,分析了新能源汽车生态型商业模式对品牌竞争力的影响机制,结果表明:新能源汽车生态型商业模式竞争优势对品牌竞争力具有显著的正向影响,顾客感知价值在新能源汽车生态型商业模式竞争优势与品牌竞争力之间起到中介作用,价值生态系统扩张能够正向调节新能源汽车生态商业模式竞争优势与顾客感知价值的关系,但不能正向调节新能源汽车生态商业模式竞争优势与品牌竞争力的关系。New energy vehicle industry is one of the seven strategic emerging industries in China.To develop new energy vehicle industry effectively is not only critical for China to overtake foreign competitors,but also an important way to realize the strategy of building China into a strong country.Under the background of cloud economy,the organizational structure and business model of new energy vehicle industry has changed fundamentally,the emergence of value ecosystem and eco-business model provides a new perspective and a transformative direction for the development of new energy vehicle industry.Based on the theory of value ecosystem,this paper studies the influential mechanism of the eco-business model on brand competitiveness by examining 700 new energy vehicle consumers from Beijing,Shanghai and Shenzhen as research subjects.The results show that the competitive advantage of the eco-business model in the new energy vehicle industry has a significant positive impact on brand competitiveness,customer perceived value plays an intermediary role between the competitive advantage of the eco-business model and the brand competitiveness in the new energy vehicle industry,the expansion of value ecosystem can positively regulate the relationship between the competitive advantage of the eco-business model and the customer perceived value,but it cannot regulate the relationship between the competitive advantage of the eco-business model and the brand competitiveness.

关 键 词：价值生态系统 生态型商业模式 新能源汽车 品牌竞争力 

分 类 号：C939[经济管理—管理学]