互联网思维下传统服务企业商业模式演进——基于千千氏的案例研究
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摘要
企业的商业模式是在企业的生存和发展过程中逐步形成并不断演进的。互联网思维作为一种适用于所有企业的系统性商业智慧思维,对于改造传统服务企业的商业模式有着非常重要的作用。本研究以千千氏公司为研究对象,将商业模式理论与互联网思维相结合,构建了商业模式动态演变的概念框架,分析了其模式转换的过程。研究表明,企业在发展的不同阶段,要运用适合的互联网思维指导商业模式的构建。最后为传统企业转型提出以下管理启示:以互联网思维更新传统管理理念,指导企业发展各阶段商业模式创新;利用互联网思维改进传统营销思路,促进企业商业模式各要素协同优化;结合互联网思维推动传统组织结构转变,提升企业商业模式落地效果。
The business model of an enterprise is formed and continuously evolved in the process of its formation and development.As a kind of systematic business wisdom thinking which is applicable to all enterprises, Internet thinking plays a very important role in transforming traditional service enterprise's business model. This study takes Cheeris Inc. as the research object, combines business model theory and Internet thinking to build the conceptual framework of business model dynamic evolution, and analyzes the process of its mode transformation. Our study shows that, in different stages of development, Cheeris Inc. uses the appropriate Internet thinking to guide the construction of business model and enhances its competitiveness. This study provides the following management enlightenment for the transformation of traditional enterprises: firstly, updating the traditional management concept with the Internet thinking, and guide the innovation of business model at all stages of enterprise development; secondly, using Internet thinking to improve traditional marketing thinking and promote the collaborative optimization of various elements of the business model; thirdly, combining Internet thinking to promote the transformation of traditional organizational structure and improve the implementation effect of business model.
The business model of an enterprise is formed and continuously evolved in the process of its formation and development.As a kind of systematic business wisdom thinking which is applicable to all enterprises, Internet thinking plays a very important role in transforming traditional service enterprise's business model. This study takes Cheeris Inc. as the research object, combines business model theory and Internet thinking to build the conceptual framework of business model dynamic evolution, and analyzes the process of its mode transformation. Our study shows that, in different stages of development, Cheeris Inc. uses the appropriate Internet thinking to guide the construction of business model and enhances its competitiveness. This study provides the following management enlightenment for the transformation of traditional enterprises: firstly, updating the traditional management concept with the Internet thinking, and guide the innovation of business model at all stages of enterprise development; secondly, using Internet thinking to improve traditional marketing thinking and promote the collaborative optimization of various elements of the business model; thirdly, combining Internet thinking to promote the transformation of traditional organizational structure and improve the implementation effect of business model.
引文
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[20]李海舰,田跃新,李文杰.互联网思维与传统企业再造[J].中国工业经济,2014,(10).
[21]余来文.企业商业模式———互联网思维的颠覆与重塑[M].北京:经济管理出版社,2014.
[22]李平,曹仰峰.案例研究方法:理论与范例———凯瑟琳·艾森哈特论文集[M].北京:北京大学出版社,2012.
[23]邹蔚.千千氏曾昭霞:女性快造型领域里的“圈地者”[EB/OL].http://newshtml.iheima.com/2014/0808/144777.html,2014-08-08.
[24]陈志强.坏孩子千千氏[J].商界(评论),2013,(12).
[25]窦林毅.千千氏:去商业模式背后的逻辑[J].销售与市场(评论版),2013,(9).
[26]陈威如.平台战略[M].北京:中信出版社,2013.
[2]原磊.国外商业模式理论研究评介[J].外国经济与管理,2007,(10).
[3]王翔,李东,张晓玲.新技术市场化商业模式设计———基于结构与情景视角[J].科技进步与对策,2013,(15).
[4]项国鹏,杨卓,罗兴武.价值创造视角下的商业模式研究回顾与理论框架构建———基于扎根思想的编码与提炼[J].外国经济与管理,2014,(6).
[5]Rappa M.. The Utility Business Model and the Future ofComputing Services[J].IBM Systems Journal,2004,43(1):32-43.
[6]Timmers P.. Business Models for Electronic Markets[J].Electronic Markets Journal, 1998, 8(2):3-8.
[7]罗珉.企业商业模式创新:基于租金理论的解释[J].中国工业经济,2005,(7).
[8]迟考勋,薛鸿博,杨俊,等.商业模式研究中的认知视角述评与研究框架构建[J].外国经济与管理,2016,(5).
[9]Amit R, Zott C.. Value Creation in E-business[J].Strategic Management Journal, 2001, 22(3):493-520.
[10]Zott C, Amit R.. Business Model Design:An ActivitySystem Perspective[J].Long Range Planning,2010,43(2):216-226.
[11]Hamel G.. Leading the revolution-how to thrive inturbulent times by making innovation a way of life[M].Boston:Harvard Business School Press, 2000.
[12]Timmers P.. Business Models for Electronic Markets[J].Electronic Markets Journal, 1998, 8(2):3-8.
[13]Mohr L. B.. Explaining organizational behavior[M].SanFrancisco:Jossey-Bass,1982.
[14]Langley A.. Strategies for theorizing from process data[J].Academy of Management review,1999,24(4):691-710.
[15]Andris Debackere,Looy.. Simultaneous experimentationas a Learning strategy:Business model development underuncertainty[J].Strategic Entrepreneurship Journal,2013(10):288-310.
[16]韩炜.基于商业模式创建的新企业成长过程研究[J].软科学,2010,(9).
[17]James F, Moore. Predators and prey:A new ecology ofcompetition[J].Harvard Business Review,1993,71(3):75-86.
[18]Lewin R.. Complexity:Life at the edge of chaos[M].Chicago:The University of Chicago Press,1999.
[19]钟耕深,陈衡,刘丽英.企业发展与商业生态系统演进———基于奇虎360公司和腾讯公司纷争的案例分析[J].东岳论丛,2011,(10).
[20]李海舰,田跃新,李文杰.互联网思维与传统企业再造[J].中国工业经济,2014,(10).
[21]余来文.企业商业模式———互联网思维的颠覆与重塑[M].北京:经济管理出版社,2014.
[22]李平,曹仰峰.案例研究方法:理论与范例———凯瑟琳·艾森哈特论文集[M].北京:北京大学出版社,2012.
[23]邹蔚.千千氏曾昭霞:女性快造型领域里的“圈地者”[EB/OL].http://newshtml.iheima.com/2014/0808/144777.html,2014-08-08.
[24]陈志强.坏孩子千千氏[J].商界(评论),2013,(12).
[25]窦林毅.千千氏:去商业模式背后的逻辑[J].销售与市场(评论版),2013,(9).
[26]陈威如.平台战略[M].北京:中信出版社,2013.