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在互联网商业迅猛发展进程中,商业模式(Business Model)早已被广泛关注和讨论,有对其要素和结构等方面的广泛研究,而对其内部价值网络关系的研究还很少。商业模式中价值主张和价值网络需要有机联系才能形成良性循环。对于电子商务企业实现创新型和互补型价值主张,构建何种网络关系才能最大程度地有助于实现这两类价值主张从而提升企业绩效?本文基于网络关系视角,探讨电子商务企业价值网络关系对于企业实现创新型和互补型价值主张的影响。运用案例调查法(Case Survey)对98个企业案例进行编码,对研究问题构建的模型进行统计检验,得到主要结论包括:电子商务企业创新型和互补型主张相结合对企业绩效有正向影响;企业与大供应商的紧密关系有利于实现创新型价值主张;供应商与消费者的关系强度调节了价值网络对企业价值主张实现的关系。
In the rapid development of internet business, the business model has long been widely concerned and discussed. There are extensive studies on its elements and structure, and there are few studies on its internal value network. In the business model, value propositions and value networks need organic connections to form a virtuous circle. For e-commerce companies to achieve innovative and complementary value propositions, what kind of network relationships can be constructed to maximize the realization of these two types of value propositions and improve corporate performance? This article is based on the perspective of network relations, and explores the value network relationship of e-commerce companies. The Impact of Firms’ Realization of Innovative and Complementary Value Propositions. The Case Survey method was used to code 98 enterprise cases, and a statistical test was conducted on the models constructed by the research questions. The main conclusions were that: the combination of innovative and complementary claims of e-commerce companies had a positive impact on corporate performance; The close relationship between the enterprise and the large supplier is conducive to the realization of innovative value proposition; the strength of the relationship between the supplier and the consumer regulates the relationship between the value network and the enterprise value proposition.