| With the in-depth development of Internet technology,consumers,manufacturers,enterprises and even the entire industry are operating on the data generated by individuals.The rapid growth trend of digital enterprises based on data,information technology,digital equipment and other facilities has changed the way of enterprise operation,and data itself has gradually become an important resource for many enterprises to compete for.On the basis of management practice and combining with the literature review of digital business model theory,the research question of this paper is put forward,that is,what is digital business model? What are the types? As well as the influencing factors under the general business model,are they still applicable to the digital business model design under the digital context? In this paper,the research question is taken as the entry point and the foothold,and the research hypothesis is put forward by reviewing the literature on business model research at home and abroad.Based on the theory of transaction cost theory,resource-based view and the theory of architecture,and use in the management of fsQCA research methods,15 companies in domestic business model to study the digital design,discuss the case enterprise the influence factors of their digital business model design,and analyzes the relationship between various influencing factors and results.Through the dialogue between the classical enterprise theory and the business model theory,the framework of the classical business model theory is expanded,and the understanding of the business model of enterprises in the digital age is deepened.The research contents and conclusions of this paper are as follows:(Ⅰ)Define And Classify Digital Business Models.This paper holds that in the process of business model digital design,business model will present different types of business model in different stages,which are integrated business model,cooperative business model and transaction support business model respectively.Integrated business model,cooperative business model and transaction support business model all have their own characteristics,and the three digital business models are layer upon layer progressive relationship.(Ⅱ)Specific Assets And Transaction Frequency Will Have a Certain Impact On The Design Of Digital Business Model.In the digital context,for the general business model NICE theoretical model,the digital business model of the activity system with locking as the core can attract third-party participants to enter,and the cost of business model conversion is high.The stronger the lock-in quality is,the higher the specificity of the assets of the digital business model is,the higher the conversion cost of the third party participants is,and the greater the enterprise value creation and value capture in the digital situation is,the higher the digitization degree of the business model is.As a result of the digital context,“digital natives”(including consumers and suppliers)are increasingly entering the business model of enterprises,which leads to the increase of transaction frequency in the business model.The increase of transaction frequency urges the core enterprises in the business model to optimize their entry interface,so as to reduce transaction costs,reduce information asymmetry among transaction participants and further increase transaction frequency.Therefore,the stronger the efficiency,the greater the transaction frequency,the greater the value creation and value capture of the enterprise in the digital context,and the higher the digitization degree of the business model.(Ⅲ)The Attributes Of Enterprise Resources And Capabilities Will Also Have a Certain Impact On The Design Of Digital Business Model.In the digital context,for the theoretical model of the general business model NICE,in the digital business model with novelty as the core,if the “digital original residents” are concentrated and large in scale,they will often become the heterogeneous resources of the core enterprises,thus affecting the digitization of the business model.The more heterogeneous resources are occupied in core enterprises,the higher the digitization degree of business model is.In the digital business model with complementarity as the core,if the core enterprise of the digital business model has stronger ability to adapt to external dynamics,the degree of digitization of the business model will be higher.(Ⅳ)The Value Creation Architecture Will Have Certain Influence On The Design Of Digital Business Model.In the digital background,all application of integrated architecture or all application of modular architecture,it is obvious that either the absolute integration of the system will lead to the unrecognized modules,or the modules will be too scattered and the coordination between modules will be insufficient.In the digital business model,as it is an integrated architecture composed of content,customer experience and platform,as well as a unity of integrated architecture and modular architecture,the open and closed system architecture of enterprise boundary is crucial to the decision-making of enterprises.In addition,the enterprises with decision-making rights have the core scarce assets in their hands,so that they can “winner-takes-all”,so as to create value while obtaining greater value.(Ⅴ)The Combination Of Transaction Cost Theory And Resource-Based Theory Has The Greatest Impact On The Digital Design Of Business Model.In the traditional business model theory,the NICE theoretical model has a single effect on business model design and innovation,which is obviously biased.Is obtained by this paper,the integration architecture only combined with specificity of assets,resources and capabilities to the interpretation of the great digital business model,it can happen,the business model of digital innovation,is not caused by single factor design,not by a variety of theoretical explanation independently,but through a variety of theoretical factors between fusion and complement each other,which affect digital business model design. |
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