文献类型：期刊文献

中文题名：互联网创业企业如何实现商业模式演化?——基于社群视角的双案例研究

英文题名：How do Internet Start-ups Achieve Business Model Evolution? A Double-case Study from the Community Perspective

作者：项国鹏[1];魏妮茜[2,3];韩蓉[3]

机构：[1]浙江工商大学旅游与城乡规划学院,浙江杭州310018;[2]绍兴文理学院元培学院经济管理分院,浙江绍兴312000;[3]浙江工商大学工商管理学院,浙江杭州310018

年份：2023

卷号：45

期号：2

起止页码：134

中文期刊名：外国经济与管理

外文期刊名：Foreign Economics & Management

收录：CSTPCD、、国家哲学社会科学学术期刊数据库、CSSCI2023_2024、北大核心、CSSCI、北大核心2020

基金：国家自然科学基金项目(71772161,72172142);浙江省基础公益研究项目(LGF22G030013);浙江省教育科学规划课题(2022SCG168);绍兴文化产业实践与研究重点创新团队(绍市委人领[2020]8号);浙江省新型重点专业智库浙江工商大学浙商研究院资助项目(20190007)。

语种：中文

中文关键词：互联网创业企业;商业模式;社群;价值创造;价值获取

外文关键词：Internet start-ups;business models;community;value creation;value acquisition

中文摘要：基于社群的商业模式演化是互联网创业企业应对市场变化、实现超越发展的利器。本文通过小红书和得到商业模式演化的双案例研究,探究社群运营对互联网创业企业商业模式的持续性影响。研究发现:(1)数字时代下,随着社群影响的不断深入,互联网创业企业商业模式的价值主张、价值创造、价值传递和价值获取等维度不断递进和交互,进而实现商业模式闭环。(2)社群驱动下的互联网创业企业商业模式呈现阶段性演化特征。具体而言,社群构建期通过物质连接打通双边市场,形成市场适应型商业模式;社群发展期通过情感连接聚合多边用户,形成技术驱动型商业模式;社群成熟期通过生态连接创造社群红利,形成社群生态型商业模式。本研究丰富了商业模式创新的相关理论,为互联网创业企业利用社群进行可持续性商业模式创新这一复杂战略过程提供了较好的理论与实践启示。

外文摘要：Business model evolution based on the community is a powerful tool for Internet startups to cope with market changes and achieve transcendent development. This paper explores the sustainable impact of community operation on the business model of Internet start-ups through the double-case study of Xiaohongshu and Dedao business model evolution.The conclusions are as follows: First, community is the direct driving factor of business model evolution in the context of digitization. Second, the continuous value creation and value acquisition of the business model of Internet start-ups depends on the continuous progress and balanced interaction of the value dimensions of the business model driven by the community. Third, the community-driven business model of Internet start-ups has undergone an evolution process from market adaptation to technology-driven to community ecology.The following implications are obtained: First, deepen the content. Building quality content is the key to engagement and retention. Second, broaden the scene. Internet start-ups should make full use of emerging digital technologies to expand content production scenarios and respond to user needs more flexibly, conveniently and efficiently. Third, ecological empowerment. Through the establishment of reasonable interaction and connection mechanism, promote the exchange and sharing of resources,create a healthy and active community ecology, and realize the two-way promotion of community operation and value appreciation.Future directions include that: Study the types of business model innovation and the universality of evolution path;explore business model evolution under the impact of more factors outside the community;continue to track the follow-up development process of the business model of case enterprises under the impact of community and make further interpretation to improve the current research conclusions.The main contributions are as follows: First, this paper studies the business model evolution of Internet start-ups from the perspective of community, expanding the research on the antecedents of business model evolution in the digital era. Second, this paper focuses on the impact of community on the dynamic interaction of the value dimensions of business models, and advances the closed-loop research of business models. Third, this paper analyzes the evolution mechanism of business models driven by the community, and opens the black box of the process of business model innovation and evolution of Internet start-ups.