新创企业商业模式创新中场景价值共创的动因、机理及路径研究

Business model has been the focus of substantial attention from both academics and practitioners in the past decade. A business model articulates the logic and framework that a firm creates, delivers, and captures value, and business model innovation is a new innovation paradigm which follows a new logic of creating and capturing value. There are three types of value created by a business model, such as value-in-exchange, value-in-use, and value-in-context. Therefore, a context-based business model articulates the logic and framework that a firm creates, delivers, and captures value-in-context. However, the dominant logic and innovative paths of value co-creation of context-based business model innovation is still a research gap in this field...The purpose of this study project is to explore dominant logic and innovative paths of value co-creation of context-based business model innovation in the context of Internet of Things. To do this, the study planning is developed as the following four parts. ..First, the component and key characteristic of context-based business model are defined and discussed, and a series of parameters is built to measure value-in-context by the method of lean startup which provides a lot of parameters to test a business model...Second, the value drivers of value-in-context co-creation are generalized from customer, value proposition, value network, and the relationship among them, which is named as structural value drivers and attributive value drivers...Third, a number of theoretical foundations, such as dynamic capability views, value co-creation, and service dominant logic, are used to demonstrate the relationship and hypotheses between value drivers and value-in-context. Meanwhile, a number of empirical methods, such as texting mining technology, and structural equation model, are used to test these hypotheses...Finally, a number of innovative paths of value-in-context co-creation of business model innovation are provided by term of static and dynamic perspective, which enables firms to innovate their business model and create sustainable competitive advantage...Above all, this study project will find out a new logic of value-in-context co-creation under new context, and propose some new theoretical propositions, draw a number of new conclusions on business model innovation, which enriches theoretical research of business model innovation and value co-creation, as well as provides guide for those start-up firms who is developing or transforming their business models.

本项目从价值和网络的新视角，探寻物联网商业环境下新创企业商业模式场景化创新的过程及特征，探索场景价值共创的动因、机理及路径。场景型商业模式创新是企业将场景元素嵌入商业模式，进而创造和捕捉场景价值的创新范式。首先，刻画场景型商业模式的构成要素及关键特征，引入精益创业方法论测试商业模式的参数来界定和度量场景价值的构成及指标。同时，构建“动因→机理→功效”的研究主线，从商业模式的用户、价值主张和价值网络3个构成要素及其相互关系归纳结构价值动因和属性价值动因，建立它们与场景价值的作用关系。然后，应用动态能力观、价值共创和服务主导逻辑等新兴理论基础，论证和推演这些作用关系的作用机理，并且应用案例研究、文本挖掘、结构方程模型等研究方法实证检验作用关系和作用机理，以期发现场景型商业模式创造使用价值和场景价值的新规律和新观点。最后，从静态和动态两个视角提出新创企业场景型商业模式形成和创新的新机制和新路径。

本项目从价值和网络的新视角，探寻物联网商业环境下新创企业商业模式场景化创新的过程及特征，探索场景价值共创的动因、机理及路径。场景型商业模式创新是企业将场景元素嵌入商业模式，进而创造和捕捉场景价值的创新范式。首先，刻画场景型商业模式的构成要素及关键特征，引入精益创业方法论测试商业模式的参数来界定和度量场景价值的构成及指标。同时，构建“动因→机理→功效”的研究主线，从商业模式的用户、价值主张和价值网络3个构成要素及其相互关系归纳结构价值动因和属性价值动因，建立它们与场景价值的作用关系。然后，应用动态能力观、价值共创和服务主导逻辑等新兴理论基础，论证和推演这些作用关系的作用机理，并且应用案例研究、文本挖掘、结构方程模型等研究方法实证检验作用关系和作用机理，以期发现场景型商业模式创造使用价值和场景价值的新规律和新观点。最后，从静态和动态两个视角提出新创企业场景型商业模式形成和创新的新机制和新路径。.该项目取得一系列研究成果，发表或录用学术论文11篇，分别发表在《南开管理评论》、《管理评论》、《研究与发展管理》等学术期刊。这些发表论文对场景型商业模式、场景价值、价值动因及其作用机理、创新路径等方面进行了一定程度的分析和阐述，得到学界一定下载和引用，取得一定的学术效果，对现有商业模式研究领域进行了有力的补充和贡献。未来项目团队进行对相关非要进行编辑整理和出版，进一步在学界和业界促进成果传播，以期成果能够影响和应用更广泛。