商业模式创新与企业竞争优势：内在机理及实证研究
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摘要
目前,实业界商业竞争的加剧激发了人们对商业模式创新的追捧,众多商业新秀携新的商业模式“横空出世”,也引发了学术界对商业模式研究的热潮。然而迄今为止,学术界对于商业模式的界定尚没有形成共识,“商业模式创新”概念更是最常被提及却莫衷一是的术语。商业模式这个概念被频繁而混乱地使用,甚至与网络模式、商业业态等混为一谈。所以理论和实践上都要求我们科学地把握商业模式的基本内涵,从全新的视角构建公司竞争战略的分析框架,准确地描述商业模式创新与企业竞争优势间的内在机理,从而为进一步地深化研究提升企业战略理论高度和科学指导企业实践奠定基础。同时也为我国企业增强全球竞争能力提供理论支持,为企业战略构建、企业变革、虚拟组织等研究领域提供有益的借鉴。
要建立商业模式创新的理论体系,须先对商业模式的基本内涵进行科学地界定。本文认为,所谓商业模式就是关于企业如何在其所处的价值网络内提出价值主张、进行价值创造、价值传递以获取价值,实现其资源、能力价值化的核心逻辑和思维方法。于是商业模式的创新也就可以表述为在以客户为中心的基础上,对企业价值分析体系要素进行发现和定义,从而对价值主张模式、价值创造模式、价值传递模式进行更新或进行新的组合,从而建立新的价值主张、价值创造或价值传递模式,或者建立新的界面规则的综合过程。
那么,究竟有哪些因素会影响到企业的商业模式创新呢?通过个人访谈、案例研究、实地调查等方式,本文构建起金融支持、创新精神、机会把握、技术进步、消费者需求、产业发展、组织愿景、开放心智、知识共享9个维度,分别探讨其对商业模式创新的影响。本文假设,以资本市场为代表的金融支持对商业模式创新具有正向促进作用。数据分析结果表明,来自风险投资、资本市场的支持确实对商业模式创新具有显著的促进作用(路径系数0.35,p＜0.005)。假设消费者需求对商业模式有正向促进作用,实证结果也支持这一结果(路径系数0.62,p＜0.001)。实证结果表明组织学习对商业模式创新有明显促进作用。尤其是组织学习中的知识共享维度与商业模式创新的路径系数达到0.78,且通过显著性检验(p＜0.001)。研究者认为,知识共享是组织学习的重要过程,通过对自身及竞争对手的失败与成功经验的广泛讨论与深入分析,通过常规的及非正式的内部交流新观点新方法等,以及公司提供的适用的和方便的信息储存与传递系统,将会有助于提高企业的商业模式创新。研究结果表明知识共享与开放心智对商业模式创新具有正向的影响关系。
再次,企业商业模式创新与竞争优势计量研究。创新性的提出商业模式创新的内在结构:价值主张模式创新、价值创造模式创新、价值传递模式创新、价值网络模式创新、价值实现模式创新、商业模式界面规则创新,分别对六个构成类目进行细化并构建量化指标,和竞争优势一起构建结构方程模型。数据分析结果表明,价值传递模式创新对企业竞争优势的路径系数为0.888,p值小于0.001。界面规则创新也对企业竞争优势有显著的正向作用(路径系数0.327,p＜0.05)。
未通过的假设很多是因为在做因子分析时重新归类,以致原有假设调整的原因。而有的是因为过于重视文化理念、社会氛围等因素,在研究设计时给予了过多的考虑。研究发现,就商业模式创新与企业竞争优势之间的假设,如企业价值主张模式创新与企业竞争优势,假设前者对后者有正向促进作用,但在实证研究时发现不显著,在事后的反馈交流时找到原因,价值主张模式创新是属于理念方面的创新,一方面在理念方面做出创新的样本企业不多,另一方面在价值主张方面有所创新的中小企业可能优势的显露尚需时日。而价值创造模式方面要做出自己的创新可能难度更大。价值实现模式则区分不强,因而这三个在显著性检测时没有通过。
在研究过程中仍然存在一些局限,需要在未来的研究中进一步深化和完善。如取样问题。本文的实证分析还不是真正意义上的“大样本”研究,地区分布也不是很均衡。未来的研究可以增加在问卷调查和数据收集上的投入。在理论研究方面,可从演化的角度运用多案例对比研究商业模式创新对企业竞争优势的影响。
At present, intensified business competition has stimulated people's pursuit of business model innovation in industrial circles; many commercial rookies have been succeeded in the business model innovation, which arouses much interest in the academic circles. However the concept of business models is confusingly using by the business and researcher. Researchers rarely concerned about the business model but often focused on "network-based model", so no consensus is achieved with regard to the nature and definitions of the business model. So it is with the business model innovation.
Research on business models innovation can deepen the corporate strategy theory,if its definition follows the 5Ps, which is plan, ploy,pattern, position and perspective. It is clear that business model research belongs to patterns areas. However few papers have been researched from the perspectives of pattern in business strategy,so the study of it is good to building a new company strategy analysis framework. And it will help companies to more accurately grasp competitive trends in the new economic environment and under the new conditions of competitiveness, and it will deepen the theory of corporate strategy so as to provide integratly innovation path as well as to provide theoretical support for Chinese enterprises' global competitiveness. and this research will help improve the rate of entrepreneur success.
The internal structure of BMI was put forward,value proposition model innovation, value creation model innovation, value delivery model innovation, value network model innovation,value realization model innovation,interface rules innovation of business model,then constitute quantitative indicators of the six categories respectively. Finally, exploratory analysis was used for the factors of BMI. When there is theoretical support, the application of confirmatory analysis to verify whether the relationship between variables, so as to determine the factors on business model innovation and competitive advantage between the latent variable and significant variables.
In the paper, questionnaire is used to collect data. Face-to-face talk, e-mail was used to distribute questionnaire. A total of 600 questionnaires were distributed, 279 valid questionnaires were remained. Factor analysis, reliability analysis, structural equation models were used to test the model empirically. Software such as SPSS16.0 and AMOS7.0 were used. Through quantitative empirical research and theoretical discussions the main results or conclusions are as follows.
Researchers assume that the financial support of the capital market plays a positive role in promoting innovation. Which is clearly shows in the data analysis, it is indeed a significant role in promoting innovation (path coefficient 0.35, p<0.005). The assumption that the consumer demand plays a positive promotion role in the business models innovation, empirical results also support this result (path coefficient 0.62, p<0.001). organizational learning paly a clear role in promoting innovation of business model, and knowledge sharing dimension the path coefficient of 0.78 with business model innovation, and pass the significance test at the 0.001level..
The researchers assume that value delivery model innovation and interface rules innovation of business model have a positive role in competitive advantage. Data analysis results show the path coefficient between value delivery model innovation and competitive advantage was 0.888, p <0.001. Interface rules innovation had a significant positive effect on competitive advantage (path coefficient 0.327, p <0.05).Many assumptions were not testified because some factors were reclassified in the factor analysis, while others because of excessive consideration on cultural ideas, social atmosphere and other factors.
There are still some limitations in the course of the study, future studies need to further deepen and improve, for example, the issue of sampling. Although in the course of the study in the thesis, we spent a lot of energy to carry out the survey, due to the difficulties encountered in the questionnaire survey, the regional distribution is not balanced. Therefore, in order to further strengthen the persuasiveness of empirical analysis, future research can be increased in the questionnaire survey.
In the theoretical research, the following areas can be strengthened, first of all, the evolution of business model innovation and competitive advantage, that is to say,we can explore innovative business model and competitive advantage from the dynamic point of view,which can be used in methods of many case studies. Secondly, assessment of business model innovation is also very important in look for potential innovative business model,which can improve competitive advantage of enterprise of China in international market.
要建立商业模式创新的理论体系,须先对商业模式的基本内涵进行科学地界定。本文认为,所谓商业模式就是关于企业如何在其所处的价值网络内提出价值主张、进行价值创造、价值传递以获取价值,实现其资源、能力价值化的核心逻辑和思维方法。于是商业模式的创新也就可以表述为在以客户为中心的基础上,对企业价值分析体系要素进行发现和定义,从而对价值主张模式、价值创造模式、价值传递模式进行更新或进行新的组合,从而建立新的价值主张、价值创造或价值传递模式,或者建立新的界面规则的综合过程。
那么,究竟有哪些因素会影响到企业的商业模式创新呢?通过个人访谈、案例研究、实地调查等方式,本文构建起金融支持、创新精神、机会把握、技术进步、消费者需求、产业发展、组织愿景、开放心智、知识共享9个维度,分别探讨其对商业模式创新的影响。本文假设,以资本市场为代表的金融支持对商业模式创新具有正向促进作用。数据分析结果表明,来自风险投资、资本市场的支持确实对商业模式创新具有显著的促进作用(路径系数0.35,p＜0.005)。假设消费者需求对商业模式有正向促进作用,实证结果也支持这一结果(路径系数0.62,p＜0.001)。实证结果表明组织学习对商业模式创新有明显促进作用。尤其是组织学习中的知识共享维度与商业模式创新的路径系数达到0.78,且通过显著性检验(p＜0.001)。研究者认为,知识共享是组织学习的重要过程,通过对自身及竞争对手的失败与成功经验的广泛讨论与深入分析,通过常规的及非正式的内部交流新观点新方法等,以及公司提供的适用的和方便的信息储存与传递系统,将会有助于提高企业的商业模式创新。研究结果表明知识共享与开放心智对商业模式创新具有正向的影响关系。
再次,企业商业模式创新与竞争优势计量研究。创新性的提出商业模式创新的内在结构:价值主张模式创新、价值创造模式创新、价值传递模式创新、价值网络模式创新、价值实现模式创新、商业模式界面规则创新,分别对六个构成类目进行细化并构建量化指标,和竞争优势一起构建结构方程模型。数据分析结果表明,价值传递模式创新对企业竞争优势的路径系数为0.888,p值小于0.001。界面规则创新也对企业竞争优势有显著的正向作用(路径系数0.327,p＜0.05)。
未通过的假设很多是因为在做因子分析时重新归类,以致原有假设调整的原因。而有的是因为过于重视文化理念、社会氛围等因素,在研究设计时给予了过多的考虑。研究发现,就商业模式创新与企业竞争优势之间的假设,如企业价值主张模式创新与企业竞争优势,假设前者对后者有正向促进作用,但在实证研究时发现不显著,在事后的反馈交流时找到原因,价值主张模式创新是属于理念方面的创新,一方面在理念方面做出创新的样本企业不多,另一方面在价值主张方面有所创新的中小企业可能优势的显露尚需时日。而价值创造模式方面要做出自己的创新可能难度更大。价值实现模式则区分不强,因而这三个在显著性检测时没有通过。
在研究过程中仍然存在一些局限,需要在未来的研究中进一步深化和完善。如取样问题。本文的实证分析还不是真正意义上的“大样本”研究,地区分布也不是很均衡。未来的研究可以增加在问卷调查和数据收集上的投入。在理论研究方面,可从演化的角度运用多案例对比研究商业模式创新对企业竞争优势的影响。
At present, intensified business competition has stimulated people's pursuit of business model innovation in industrial circles; many commercial rookies have been succeeded in the business model innovation, which arouses much interest in the academic circles. However the concept of business models is confusingly using by the business and researcher. Researchers rarely concerned about the business model but often focused on "network-based model", so no consensus is achieved with regard to the nature and definitions of the business model. So it is with the business model innovation.
Research on business models innovation can deepen the corporate strategy theory,if its definition follows the 5Ps, which is plan, ploy,pattern, position and perspective. It is clear that business model research belongs to patterns areas. However few papers have been researched from the perspectives of pattern in business strategy,so the study of it is good to building a new company strategy analysis framework. And it will help companies to more accurately grasp competitive trends in the new economic environment and under the new conditions of competitiveness, and it will deepen the theory of corporate strategy so as to provide integratly innovation path as well as to provide theoretical support for Chinese enterprises' global competitiveness. and this research will help improve the rate of entrepreneur success.
The internal structure of BMI was put forward,value proposition model innovation, value creation model innovation, value delivery model innovation, value network model innovation,value realization model innovation,interface rules innovation of business model,then constitute quantitative indicators of the six categories respectively. Finally, exploratory analysis was used for the factors of BMI. When there is theoretical support, the application of confirmatory analysis to verify whether the relationship between variables, so as to determine the factors on business model innovation and competitive advantage between the latent variable and significant variables.
In the paper, questionnaire is used to collect data. Face-to-face talk, e-mail was used to distribute questionnaire. A total of 600 questionnaires were distributed, 279 valid questionnaires were remained. Factor analysis, reliability analysis, structural equation models were used to test the model empirically. Software such as SPSS16.0 and AMOS7.0 were used. Through quantitative empirical research and theoretical discussions the main results or conclusions are as follows.
Researchers assume that the financial support of the capital market plays a positive role in promoting innovation. Which is clearly shows in the data analysis, it is indeed a significant role in promoting innovation (path coefficient 0.35, p<0.005). The assumption that the consumer demand plays a positive promotion role in the business models innovation, empirical results also support this result (path coefficient 0.62, p<0.001). organizational learning paly a clear role in promoting innovation of business model, and knowledge sharing dimension the path coefficient of 0.78 with business model innovation, and pass the significance test at the 0.001level..
The researchers assume that value delivery model innovation and interface rules innovation of business model have a positive role in competitive advantage. Data analysis results show the path coefficient between value delivery model innovation and competitive advantage was 0.888, p <0.001. Interface rules innovation had a significant positive effect on competitive advantage (path coefficient 0.327, p <0.05).Many assumptions were not testified because some factors were reclassified in the factor analysis, while others because of excessive consideration on cultural ideas, social atmosphere and other factors.
There are still some limitations in the course of the study, future studies need to further deepen and improve, for example, the issue of sampling. Although in the course of the study in the thesis, we spent a lot of energy to carry out the survey, due to the difficulties encountered in the questionnaire survey, the regional distribution is not balanced. Therefore, in order to further strengthen the persuasiveness of empirical analysis, future research can be increased in the questionnaire survey.
In the theoretical research, the following areas can be strengthened, first of all, the evolution of business model innovation and competitive advantage, that is to say,we can explore innovative business model and competitive advantage from the dynamic point of view,which can be used in methods of many case studies. Secondly, assessment of business model innovation is also very important in look for potential innovative business model,which can improve competitive advantage of enterprise of China in international market.
引文
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