基于TRIZ理论的企业商业模式研究
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摘要
本文针对商业模式指导企业经营的实践问题,建立了完整的企业商业模式研究体系。构建了由定义、构成要素、分类、创新、评估组成的商业模式框架,形成了商业模式研究的一个闭路循环。先厘清了概念,然后对商业模式构成要素进行了完整、合乎逻辑的分拆,依据定义把商业模式分解成六大构成要素,也就是商业模式的六项核心逻辑。即:①干点啥、②外部环境、③外部伙伴、④内部价值链、⑤内部独特竞争力、⑥能赚钱。在此基础上进入到商业模式作用机制的核心,对其形成机理、作用方式、运行机制进行了定位。在上述研究的指导下,进一步分析了商业模式的分类问题,发展了Peter Weil等人的分类法,以便利用分类指导企业工作实践。模式的创新研究是研究的最终目的,按照TRIZ理论方法对商业模式问题进行情境分析与描述,初步把商业模式研究与TRIZ理论相结合,按照TRIZ原理描述商业模式创新问题,利用案例分析等方法研究了利用TRIZ理论解决商业模式创新的关键问题----商业模式的要素冲突及冲突解决原理。最后对商业模式的构成要素重要性排序和商业模式的有效性做出了定量评价:在综合考虑各项制约因素的基础上,用层次分析法解决了商业模式要素排序问题;用模糊综合评判方法解决了商业模式评价问题。
The revolution of information technology has had a profound impact on the mode of operation of enterprises since the 1980’s of last century. With the arrival of information technology as the commercial center, especially the emergence of a wave of internet entrepreneurs in the late 1990’s, "business model" has gradually become a commonly used terminology and attracted people's attention as one of the important questions. The emergence and development of business model theory will greatly enrich the theory of business management disciplines and will advance the enterprise development theory to a new height. In addition, business models can be thought as the center for business to establish a new analytical framework to better understand and study the operating mechanism of enterprises for the future development of new management tools. This is the development and perfection of enterprise management theory and will establish the position of business model theory in business administration disciplines.
1. Review of studies home and abroad
Studies abroad include the following five aspects: (1) the definition of business model research; (2) the constituent elements of the business model system; (3) classification research of business model; (4) business model assessment research; (5) business model innovation research. Domestic research mainly refers to the outcome of the ground-breaking features, self-writings and opinions. Representation works include the studies of Wang Bo and Peng Yali from Accenture Co Ltd., Weng Junyi from Management School of Xiamen University, Luo Min from Southwest University of Finance and Economics, Li Zhenyong from a Beijing Consulting Ltd. Representation opinions include the introduction about business model innovation, the relations between business model innovation and technological innovation, the theoretical explanation about the business model, the relationship between business model and strategy.
2. Theory Foundation of Business Model
This paper presents the framework of theory foundation of business model, for the first time a complete theoretical framework is established from three levels: the system science, the economics, the integration between business management theory and business model study. This provides a directional line of thought for the study of business model theory system.
The theory foundation of business model mainly includes the following four aspects In this paper: (1) business model explained by system science which set up a scientific platform for business model study; (2) business model explained by economics which makes the study of business model jump out of the limitations of the enterprise level and look for general laws; (3) the integration between business management theory and business model study which is the starting point and final goal of the study because the business model study is aimed at solving problems of business operation; (4) brief introduction of TRIZ theory which lays the theoretical basis for subsequent research of business model innovation.
The explanation of business model by system science: the business model can be seen as a system, because it has the features that a system should have; more importantly, the business model system develops and evolves in the interaction with the business environment, its principles have similarity with that of systems greatly. The components of business model interrelate and interact each other, form an integration with certain characteristics as a whole -–that is business model system, which is a complex system with the objective characteristics of complex systems.
The explanation of business model by Schumpeterian economic theory: the theory of Schumpeter on the economics of innovation explains that the aim of business model innovation is for Schumpeterian rents. The integration between business management theory and business model study: through the "metaphor" of systems science methods, the meeting point is found between business model and existing enterprise management theory. About TRIZ Theory: the following is introduced: its origin, characteristics, definitions, basic concepts, main contents, its important discoveries, applications, as well as the trend of the future development of TRIZ.
3. The Definition, Components and Classification of Business Model
The theoretical system of this study is presented here,including the following: the definition, the constituent elements, the classification, the innovative path, and the evaluation. We consider that the essence of the concept must be found out before we go to the scope and research ideas of this study; on the basis of a clear concept, we can give a complete, logical and accurate description of its constituent elements, we can enter into the core of business model mechanism and find accurately the formation mechanism, the mode of its running and the way of its operation; under the guidance of the above-mentioned studies, we can further analyze the classification of the business model problem, in fact, most scientific research involves the classification problem, classification is a way of thinking of scientific research, we can more accurately guide the enterprises utilizing classification of the business model work in practice; the innovation research is the ultimate goal of this study, only the dynamic changes of business models can adapt to the continuous development of business environment, this is determined by the status quo of current rapidly changing technological, economic and social development; Finally, the applicability of business models is evaluated, thus a complete business model research system is formed. A brief description of the definition, the constituent elements and the classification is given in this part.
A complete enterprise business model research system is set up in this paper. The framework of business model system is constructed by the definition, constituent elements, classification, innovation, evaluation, thus a closed circulation of business model study is formed.
The definition of business model is grouped into words "what to do, how to do to make money" based on the methodology and principles in this paper, this definition breaks through the limitations of the past lengthy, one-sided definition, reaches the goal that the definition be both concise , complete and comprehensive. The constituent elements, classification and assessment of business model are analyzed on the basis of definition, all of them echo consistent with the definition, this constitutes a unique business model research system.
The classification of business model develops the classification theory of Peter Weill utilizing the definition and constituent elements in this study, all types of enterprises are put into the business model classification, then a deeper and clearer classification is made by "how to do" elements, this will provide guidance for future research of different types of enterprise business model.
4. Business Model Innovation by TRIZ Theory
This paper introduced TRIZ theory into business model research for the first time to solve the problems of business model innovation with TRIZ theory. TRIZ theory is a comprehensive and innovative methodology itself which makes the business model innovation idea is no longer confined to some specific aspects or operation means of enterprise management, but to solve problems with the universal significant innovative ideas and ways of thinking, this makes it possible for people to solve practical problems of business model innovation with the maximized experience and results of human society.
This part is the focus of the study--business model innovation, including the following: the business model innovation is summarized; how to carry out situational analysis and problem description of business model in accordance with TRIZ theory; conflicts and their resolution principles of business model elements are studied; finally the solution procedural issues of business model by ARIZ means are introduced.
Conflicts and their resolution principles of business model elements are the focus of this study. In the introduction of physical conflicts and their solution principles, the concept and description methods of physical conflict is introduced first; then some cases are studied to illustrate the four principles of physical conflict resolution which resolve business model innovation problems, namely: separation in space, separation in time, phase transformation (separation on condition), system transformation (separation of parts from the whole). In the introduction of technical conflicts and their solution principles, seven common parameters are given which describe business models performance; the focus is the resolution principles of technical conflicts during business model innovation. On the basis of 16 principles out of TRIZ 40 which is applicable to business model innovation, six basic principles of business model innovation are interpreted by cases study, including business-targeted innovation, innovation by external environment, innovation by external partners, internal value chain structure innovation, internal unique competitiveness innovation, and management mode innovation, thus there are total 22 principles for solving technical conflicts. The solution procedural issues of business model by ARIZ means are also introduced here. ARIZ means the thoughts, methods, plans, steps to be followed when people solve problems, it has the particular means of overcoming psychological inertia. The procedures of solving business model innovation problems are in fact some effective procedures of people thinking that is for the purpose of enabling a person has a large experience of many designers; more importantly, make good use of these experience.
5. Business Model Evaluation Theory and Empirical Research
The purpose of business model evaluation can be summed up in two categories: Firstly, the evaluation for business model innovation; Secondly, the evaluation of applicability of business models. Evaluation of business model should be based on the enterprise itself, in accordance with the enterprise's own business model characteristics to judge the extent of its applicability; through evaluation the enterprises should identify their own weaknesses or the points most in need of improvement to provide direction and guidance for the next phase of innovation. Five principles of business model evaluation are presented in this paper: scientificity principle, comprehensiveness principle, comparability principle, objectivity principle, data availability principle.
Evaluation problems of business models can be put into two kinds of specific problems, namely, a scheduling problem, an evaluation problem. Then we can select the appropriate mathematical modeling methods to find the solutions of problems. On considering the constraints comprehensively we put forward that: The AHP method should be used to solve scheduling problem; the fuzzy comprehensive evaluation method be used to solve the evaluation problem.
The solving of scheduling problems should utilize AHP method on the basis of verifying the applicability of basic indicators, because the verification itself requires AHP to provide the weights of various elements in the overall composition of business model, so we combine AHP and authentication model together to verify them each other. First we suppose the applicability of the indicators has no problem, then the sort is evaluated with AHP:⑤internal unique competitive >⑥profitability >④internal value Chain >①what to do >②external environment >③external partners, through the sort we can see that the most important thing about business model is to foster internal unique competitiveness, followed by good control of costs and profit way of doing business, the element of external partners has the least importance for business model. Then the result of the sort is used to verify the applicability of the indicators and shows that the indicator system is indeed available.
We select eight software enterprises in Jilin Province to carry out an empirical study with the fuzzy comprehensive evaluation method finally. We introduce briefly the fuzzy comprehensive evaluation method and the basic situation of the eight sample enterprises, then build a general table of the business models of the sample enterprises according to the grades that 10 experts evaluated, thus we get the single-factor evaluation matrix of the eight sample enterprises with the table data, finally we get the total validity grade of the business model of each enterprise with the seven indicators and their weights of the indicator system. Thus we make the validity of enterprise business model comparable.
The revolution of information technology has had a profound impact on the mode of operation of enterprises since the 1980’s of last century. With the arrival of information technology as the commercial center, especially the emergence of a wave of internet entrepreneurs in the late 1990’s, "business model" has gradually become a commonly used terminology and attracted people's attention as one of the important questions. The emergence and development of business model theory will greatly enrich the theory of business management disciplines and will advance the enterprise development theory to a new height. In addition, business models can be thought as the center for business to establish a new analytical framework to better understand and study the operating mechanism of enterprises for the future development of new management tools. This is the development and perfection of enterprise management theory and will establish the position of business model theory in business administration disciplines.
1. Review of studies home and abroad
Studies abroad include the following five aspects: (1) the definition of business model research; (2) the constituent elements of the business model system; (3) classification research of business model; (4) business model assessment research; (5) business model innovation research. Domestic research mainly refers to the outcome of the ground-breaking features, self-writings and opinions. Representation works include the studies of Wang Bo and Peng Yali from Accenture Co Ltd., Weng Junyi from Management School of Xiamen University, Luo Min from Southwest University of Finance and Economics, Li Zhenyong from a Beijing Consulting Ltd. Representation opinions include the introduction about business model innovation, the relations between business model innovation and technological innovation, the theoretical explanation about the business model, the relationship between business model and strategy.
2. Theory Foundation of Business Model
This paper presents the framework of theory foundation of business model, for the first time a complete theoretical framework is established from three levels: the system science, the economics, the integration between business management theory and business model study. This provides a directional line of thought for the study of business model theory system.
The theory foundation of business model mainly includes the following four aspects In this paper: (1) business model explained by system science which set up a scientific platform for business model study; (2) business model explained by economics which makes the study of business model jump out of the limitations of the enterprise level and look for general laws; (3) the integration between business management theory and business model study which is the starting point and final goal of the study because the business model study is aimed at solving problems of business operation; (4) brief introduction of TRIZ theory which lays the theoretical basis for subsequent research of business model innovation.
The explanation of business model by system science: the business model can be seen as a system, because it has the features that a system should have; more importantly, the business model system develops and evolves in the interaction with the business environment, its principles have similarity with that of systems greatly. The components of business model interrelate and interact each other, form an integration with certain characteristics as a whole -–that is business model system, which is a complex system with the objective characteristics of complex systems.
The explanation of business model by Schumpeterian economic theory: the theory of Schumpeter on the economics of innovation explains that the aim of business model innovation is for Schumpeterian rents. The integration between business management theory and business model study: through the "metaphor" of systems science methods, the meeting point is found between business model and existing enterprise management theory. About TRIZ Theory: the following is introduced: its origin, characteristics, definitions, basic concepts, main contents, its important discoveries, applications, as well as the trend of the future development of TRIZ.
3. The Definition, Components and Classification of Business Model
The theoretical system of this study is presented here,including the following: the definition, the constituent elements, the classification, the innovative path, and the evaluation. We consider that the essence of the concept must be found out before we go to the scope and research ideas of this study; on the basis of a clear concept, we can give a complete, logical and accurate description of its constituent elements, we can enter into the core of business model mechanism and find accurately the formation mechanism, the mode of its running and the way of its operation; under the guidance of the above-mentioned studies, we can further analyze the classification of the business model problem, in fact, most scientific research involves the classification problem, classification is a way of thinking of scientific research, we can more accurately guide the enterprises utilizing classification of the business model work in practice; the innovation research is the ultimate goal of this study, only the dynamic changes of business models can adapt to the continuous development of business environment, this is determined by the status quo of current rapidly changing technological, economic and social development; Finally, the applicability of business models is evaluated, thus a complete business model research system is formed. A brief description of the definition, the constituent elements and the classification is given in this part.
A complete enterprise business model research system is set up in this paper. The framework of business model system is constructed by the definition, constituent elements, classification, innovation, evaluation, thus a closed circulation of business model study is formed.
The definition of business model is grouped into words "what to do, how to do to make money" based on the methodology and principles in this paper, this definition breaks through the limitations of the past lengthy, one-sided definition, reaches the goal that the definition be both concise , complete and comprehensive. The constituent elements, classification and assessment of business model are analyzed on the basis of definition, all of them echo consistent with the definition, this constitutes a unique business model research system.
The classification of business model develops the classification theory of Peter Weill utilizing the definition and constituent elements in this study, all types of enterprises are put into the business model classification, then a deeper and clearer classification is made by "how to do" elements, this will provide guidance for future research of different types of enterprise business model.
4. Business Model Innovation by TRIZ Theory
This paper introduced TRIZ theory into business model research for the first time to solve the problems of business model innovation with TRIZ theory. TRIZ theory is a comprehensive and innovative methodology itself which makes the business model innovation idea is no longer confined to some specific aspects or operation means of enterprise management, but to solve problems with the universal significant innovative ideas and ways of thinking, this makes it possible for people to solve practical problems of business model innovation with the maximized experience and results of human society.
This part is the focus of the study--business model innovation, including the following: the business model innovation is summarized; how to carry out situational analysis and problem description of business model in accordance with TRIZ theory; conflicts and their resolution principles of business model elements are studied; finally the solution procedural issues of business model by ARIZ means are introduced.
Conflicts and their resolution principles of business model elements are the focus of this study. In the introduction of physical conflicts and their solution principles, the concept and description methods of physical conflict is introduced first; then some cases are studied to illustrate the four principles of physical conflict resolution which resolve business model innovation problems, namely: separation in space, separation in time, phase transformation (separation on condition), system transformation (separation of parts from the whole). In the introduction of technical conflicts and their solution principles, seven common parameters are given which describe business models performance; the focus is the resolution principles of technical conflicts during business model innovation. On the basis of 16 principles out of TRIZ 40 which is applicable to business model innovation, six basic principles of business model innovation are interpreted by cases study, including business-targeted innovation, innovation by external environment, innovation by external partners, internal value chain structure innovation, internal unique competitiveness innovation, and management mode innovation, thus there are total 22 principles for solving technical conflicts. The solution procedural issues of business model by ARIZ means are also introduced here. ARIZ means the thoughts, methods, plans, steps to be followed when people solve problems, it has the particular means of overcoming psychological inertia. The procedures of solving business model innovation problems are in fact some effective procedures of people thinking that is for the purpose of enabling a person has a large experience of many designers; more importantly, make good use of these experience.
5. Business Model Evaluation Theory and Empirical Research
The purpose of business model evaluation can be summed up in two categories: Firstly, the evaluation for business model innovation; Secondly, the evaluation of applicability of business models. Evaluation of business model should be based on the enterprise itself, in accordance with the enterprise's own business model characteristics to judge the extent of its applicability; through evaluation the enterprises should identify their own weaknesses or the points most in need of improvement to provide direction and guidance for the next phase of innovation. Five principles of business model evaluation are presented in this paper: scientificity principle, comprehensiveness principle, comparability principle, objectivity principle, data availability principle.
Evaluation problems of business models can be put into two kinds of specific problems, namely, a scheduling problem, an evaluation problem. Then we can select the appropriate mathematical modeling methods to find the solutions of problems. On considering the constraints comprehensively we put forward that: The AHP method should be used to solve scheduling problem; the fuzzy comprehensive evaluation method be used to solve the evaluation problem.
The solving of scheduling problems should utilize AHP method on the basis of verifying the applicability of basic indicators, because the verification itself requires AHP to provide the weights of various elements in the overall composition of business model, so we combine AHP and authentication model together to verify them each other. First we suppose the applicability of the indicators has no problem, then the sort is evaluated with AHP:⑤internal unique competitive >⑥profitability >④internal value Chain >①what to do >②external environment >③external partners, through the sort we can see that the most important thing about business model is to foster internal unique competitiveness, followed by good control of costs and profit way of doing business, the element of external partners has the least importance for business model. Then the result of the sort is used to verify the applicability of the indicators and shows that the indicator system is indeed available.
We select eight software enterprises in Jilin Province to carry out an empirical study with the fuzzy comprehensive evaluation method finally. We introduce briefly the fuzzy comprehensive evaluation method and the basic situation of the eight sample enterprises, then build a general table of the business models of the sample enterprises according to the grades that 10 experts evaluated, thus we get the single-factor evaluation matrix of the eight sample enterprises with the table data, finally we get the total validity grade of the business model of each enterprise with the seven indicators and their weights of the indicator system. Thus we make the validity of enterprise business model comparable.
引文
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