摘要: |
如何利用已建构的商业生态系统,高效开启焦点企业的商业模式,是理论界和实业界的重要议题。本文从商业生态系统的“可利用性”角度出发,在识别生态功能/属性基础上,匹配焦点企业的生态位角色及策略,以探究新商业模式的开启机制,并以京东为例开展扎根理论研究。研究发现:处于商业生态系统中心的焦点企业,通常面临“动机缺失”“能力缺乏”与“主体缺位”等商业模式启动挑战。焦点企业(生态主)应该利用生态系统的功能属性(展示主场、学习俱乐部、引力磁场),定位“愿景展示者”“知识协调者”和“服务主导者”角色,匹配“共赢”“赋能”“吸引”的生态圈策略。本文旨在为新经济背景下新商业模式的开启提供借鉴,同时为商业生态系统与商业模式启动的过程机理提供理论依据。 |
关键词: 生态系统 商业模式启动 可利用性视角 生态策略 企业角色 扎根研究 |
DOI:10.13581/j.cnki.rdm.20210064 |
分类号: |
基金项目:国家自然科学基金青年科学基金项目“基于私人关系的风险投资家与创业企业家合谋行为研究:表现、机制与治理”(72002144);四川省社会科学重点研究基地系统科学与企业发展研究中心项目“新经济企业商业模式和管理创新”(Xq18B03)。 |
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Business Model Initiation Mechanism from the Perspective of Ecosystem AvailabilityA Grounded Research on Jingdong |
CAO Qi-lin1,2, FANG Yi-ling3,4
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1.Business School, Sichuan University, Chengdu 610064, China;2.Sichuan Key Laboratory for Science & Technology Finance and Mathematical Finance, Sichuan University, Chengdu 610064, China;3.School of Economics and Management, Sichuan Normal University, Chengdu 610066, China;4.Institute of Development and Competitiveness of Listed Companies, Sichuan University, Chengdu 610064, China
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Abstract: |
How to use the established business ecosystem to effectively open the business model of the focus enterprise is an important issue in the theoretical and business circles. From the perspective of “availability” of business ecosystem, it matched niche roles and strategies of focus enterprises on the basis of identifying ecological functions/attributes, in order to explore the opening mechanism of new business model, and took Jingdong as an example to carry out grounded theory research. The results show that the focus enterprises in the center of the business ecosystem are usually faced with the rigid challenges of starting business models such as “lack of motivation”, “lack of ability” and “absence of subject”. Focus enterprises (eco-owners) should use the functional attributes of the ecosystem (exhibition venue, learning club, gravitational magnetic field) to position the roles of “vision presenter”, “knowledge coordinator” and “service leader” and match the “win-win”, “empowerment” and “attraction” strategies of the ecosystem. It aims to provide reference for the opening of new business model under the background of new economy, and also provide a theoretical basis for the business ecosystem and the process mechanism of starting business model. |
Key words: ecosystem business model launching availability perspective ecological strategy enterprise role grounded research |