管理评论 ›› 2021, Vol. 33 ›› Issue (11): 67-83.

• 数字化转型 • 上一篇    

数字商业模式设计:企业数字化转型与商业模式创新案例研究

钱雨, 孙新波   

  1. 东北大学工商管理学院, 沈阳 110819
  • 收稿日期:2020-07-07 发布日期:2022-01-12
  • 通讯作者: 孙新波(通讯作者),东北大学工商管理学院教授,博士生导师,博士。
  • 作者简介:钱雨,东北大学工商管理学院博士研究生。
  • 基金资助:
    国家自然科学基金面上项目(72172031);中央高校基本科研业务经费优秀学生科研创新项目(N2006008)。

Digital Business Model Design:Multiple Case Studies of Enterprise's Digital Transformation and Business Model Innovation

Qian Yu, Sun Xinbo   

  1. School of Business Administration, Northeastern University, Shenyang 110819
  • Received:2020-07-07 Published:2022-01-12

摘要: 数字经济浪潮下,面对跨界颠覆者与技术融合的趋势,传统企业数字化转型迫在眉睫,尽管数字技术为企业开发和调整商业模式实现数字化转型提供机遇,但相关研究却对数字化转型的本质与数字情境中商业模式架构系统的变化缺乏深入关注。研究采用多案例研究,对案例企业的5种与数字化相关的商业模式进行分析,总结提炼出4种不同的数字商业模式类型,进而将数字商业模式解构为数字价值主张、数字价值创造与数字价值获取的架构系统,并详细阐释了数字商业模式的设计原理,最终围绕商业模式的双重属性识别出数字商业模式的创新来源。

关键词: 数字化转型, 数字技术, 商业模式创新, 数字商业模式, 内容设计

Abstract: Under the wave of digital economy, in the face of increasing integration between cross-border disruptors and technologies, traditional enterprises have to implement digital transformation. Although digital technology provides opportunities for enterprises to develop and adjust business models to achieve digital transformation, relevant researches focus only on the nature of digital transformation, without in-depth attention to changes in the business model architecture system in the digital context. The study uses multiple case studies to analyze 5 business models related to digitization in manufacturing companies, extracting 4 different types of digital business models, and then deconstruct digital business models into digital value proposition, digital value creation and digital value acquisition. After that, the design principles of digital business models are explained in detail. Finally, the dual attributes of business models are used to identify the innovative sources of digital business models.

Key words: digital transformation, digital technology, business model innovation, digital business model, content design