数字平台的企业家精神、行动学习与商业模式演进  

Entrepreneurship,Action Learning and Business Model Evolution of Digital Platform

作　　者：周文辉[1] 李兵 李婉婉 ZHOU Wenhui;LI Bing;LI Wanwan(Business School,Cetral South University,Changsha 410083,China)

机构地区：[1]中南大学商学院,长沙410083

出　　处：《科学学与科学技术管理》2022年第6期72-88,共17页Science of Science and Management of S.& T.

基　　金：国家自然科学基金项目(71974210,72091313);湖南省自然科学基金面上项目(2021JJ30889)。

摘　　要：数字时代促使传统企业的产品服务之争演变为商业模式之争,随着“工业时代”向“数字时代”的转变,数字平台突破规模经济的“管道”,凭借网络效应和生态优势实现了迅速扩张。数字平台商业模式演进成为业界关注的热点。通过以猪八戒网为案例,采用纵向单案例研究方法,融合企业家精神和行动学习的理论视角,以“动因—行为—结果”为逻辑探析数字平台商业模式演进机理。研究发现:在企业发展的三个阶段,企业家精神是数字平台商业模式演进的关键驱动力,企业家精神实现了“个人—组织—社会”层面的不断进阶,并通过“生存—成长—转型”导向的行动学习,驱动商业模式实现“连接型—赋能型—生态型”的成功演进,由此构建出数字平台的企业家精神对商业模式演进机理模型。该模型揭示了数字平台商业模式演进的三个阶段:在生存期,以风险承担为主的个人企业家精神,驱动创始人开展生存式行动学习,识别出服务非标、需求低频的生存瓶颈,通过内外部经验反思,平台连接服务供需双方,开拓业务并迭代交易模式,以此激发平台存量资源实现连接型平台商业模式演进;在成长期,以创新导向为主的组织企业家精神,驱动平台开展成长式行动学习,明确平台业务增长滞缓的成长瓶颈,结合内部数据和外部调研,赋能更多用户群体,实践“数据钻井”战略,构建专业化细分平台,以此开拓平台增量资源实现赋能型平台商业模式演进;在转型期,以使命驱动为主的社会企业家精神,驱动猪八戒网开展转型式行动学习,突破单一线上平台向线上线下融合平台转型瓶颈,立足数字经济下区域与产业升级的创业需求,布局平台O2O生态,线上构建多个差异化服务平台全方位接入高校与政府机构,线下构建八戒工场助力产业升级和互联网创业,以此实现生态型平台商业模式In the digital age,the dispute over products and services of traditional enterprises has evolved into the dispute over business models.With the transformation from the"industrial age"to the"digital age",the digital platform has broken through the"pipeline"of economies of scale and achieved rapid expansion by virtue of network effect and ecological advantages.The evolution of business model of digital platform has become a hot spot in the industry.By taking Zhubajie.com as a case,using the vertical single case study method,integrating the theoretical perspective of entrepreneurship and action learning,and taking"motivation behavior result"as the logic,this research analyzes the evolution mechanism of digital platform business model.It is found that in the three stages of enterprise development,entrepreneurship is the key driving force for the evolution of the business model of the digital platform.Entrepreneurship realizes the continuous advancement of the"individual organization society"level,and drives the successful evolution of the business model of"connecting enabling ecological"through"survival growth transformation"oriented action learning,This research constructs the evolution mechanism model of entrepreneurship on business model of digital platform.The model reveals three stages of the evolution of the business model of the digital platform:in the survival period,the personal entrepreneurship based on risk-taking drives the founders to carry out survival action learning,identifies the survival bottlenecks of non-standard services and low-frequency demand,and connects the service suppliers and demanders through internal and external experience reflection,develops business and iterates the transaction model,so as to stimulate the stock resources of the platform and realize the evolution of the business model of the connected platform;In the growth period,the innovation oriented organizational entrepreneurship drives the platform to carry out growth action learning,defines the growth bottleneck of the slow g

关 键 词：数字平台 企业家精神 行动学习 商业模式 案例研究 

分 类 号：F49[经济管理—产业经济]