??
商業(yè)模式創(chuàng)新就是對(duì)企業(yè)以上的基本經(jīng)營(yíng)方法進(jìn)行變革。一般而言，有四種方法：改變收入模式(revenue model innovation)，改變企業(yè)模式(enterprise model)，改變產(chǎn)業(yè)模式(industry model innovation)和改變技術(shù)模式(technology-driven innovation)。
改變企業(yè)模式就是改變一個(gè)企業(yè)在產(chǎn)業(yè)鏈的位置和充當(dāng)?shù)慕巧?，也就是說(shuō)，改變其價(jià)值定義中 “造”和“買(mǎi)”(make or buy)的搭配。一般而言，企業(yè)的這種變化是通過(guò)垂直整合策略(vertical integration)或出售及外包(outsourcing)來(lái)實(shí)現(xiàn)。如谷歌在意識(shí)到大眾對(duì)信息的獲得已從桌面平臺(tái)向移動(dòng)平臺(tái)轉(zhuǎn)移，自身僅作為桌面平臺(tái)搜索引擎會(huì)逐漸喪失競(jìng)爭(zhēng)力，就實(shí)施垂直整合，大手筆收購(gòu)摩托羅拉手機(jī)和安卓移動(dòng)平臺(tái)操作系統(tǒng)，進(jìn)入移動(dòng)平臺(tái)領(lǐng)域，從而改變了自己在產(chǎn)業(yè)鏈中的位置及商業(yè)模式。
改變產(chǎn)業(yè)模式是最激進(jìn)的一種商業(yè)模式創(chuàng)新，它要求一個(gè)企業(yè)重新定義本產(chǎn)業(yè)，進(jìn)入或創(chuàng)造一個(gè)新產(chǎn)業(yè)。如IBM通過(guò)推動(dòng)智能星球計(jì)劃(Smart Planet Initiative)和云計(jì)算。它重新整合資源，進(jìn)入新領(lǐng)域并創(chuàng)造新產(chǎn)業(yè)，如商業(yè)運(yùn)營(yíng)外包服務(wù)(business process outsourcing)和綜合商業(yè)變革服務(wù)(business transformation services)等，力求成為企業(yè)總體商務(wù)運(yùn)作的大管家。亞馬遜也是如此。它正在進(jìn)行的商業(yè)模式創(chuàng)新向產(chǎn)業(yè)鏈后方延伸，為各類(lèi)商業(yè)用戶提供如物流和信息技術(shù)管理的商務(wù)運(yùn)作支持服務(wù)(Business Infrastructure Services)，并向它們開(kāi)放自身的20個(gè)全球貨物配發(fā)中心，并大力進(jìn)入云計(jì)算領(lǐng)域，成為提供相關(guān)平臺(tái)、軟件和服務(wù)的領(lǐng)袖。
第四種方法是改變技術(shù)模式。正如產(chǎn)品創(chuàng)新往往是商業(yè)模式創(chuàng)新的最主要驅(qū)動(dòng)力，技術(shù)變革也是如此。企業(yè)可以通過(guò)引進(jìn)激進(jìn)型技術(shù)來(lái)主導(dǎo)自身的商業(yè)模式創(chuàng)新，如當(dāng)年眾多企業(yè)利用互聯(lián)網(wǎng)進(jìn)行商業(yè)模式創(chuàng)新。當(dāng)今，最具潛力的技術(shù)是云計(jì)算，它能提供諸多嶄新的用戶價(jià)值，從而提供企業(yè)進(jìn)行商業(yè)模式創(chuàng)新的契機(jī)。（中國(guó)進(jìn)出口網(wǎng)）
As IBM Business Institute and Harvard Business School professor Christensen said, a company's business model is the basic method of doing business), which contains four parts: customer value proposition, profit formula, value chain location, key resources & processes.
Business model innovation is to change the basic operation methods of enterprises. In general, there are four ways: the revenue model innovation, enterprise model changing, the industry model innovation, and technology-driven innovation.
To change the enterprise model is to change the role that an enterprise plays in the industrial chain, that is, to change the match between "make" and "buy". In general, this change is achieved through vertical integration or sale and outsourcing. For example, Google realizes people obtain information from Desktop to the mobile platform, as a desktop search engine, it will gradually lose its competitive edge on the implementation of vertical integration, thus Google makes acquisition of Motorola mobile phones and mobile platform Android operating system, entering the mobile field platform, changing its position in the industrial chain and business model.
Changing industry model is the most radical business model innovation, which requires a company to redefine this industry, enter or create a new industry. For example, IBM promotes Smart Planet Initiative and cloud computing, re-integrates resources, enters new areas and creates new industries, such as business process outsourcing and business transformation services, IMB strives to become the steward of the overall enterprise business operations. It’s the same with Amazon, its ongoing business model innovation chain extends rearward, such as providing business users with Business Infrastructure Services such as logistics and information technology, opening their own 20 global cargo distribution centers, and vigorously entering cloud computing, finally becoming the leaders providing relevant platforms, software and services.
The fourth method is to change the technical mode. As product innovation is often the main driving force of business model innovation, technological change as well. Enterprises can introduce radical technologies to lead their business model innovation, likewise, many companies use the Internet for business model innovation. Today, the most promising technology is cloud computing, which provides many new user value, thus providing opportunities to make enterprise business model innovation.
