基于商业模式刚性的商业模式创新仿真——传统企业与互联网企业比较

在当前"互联网+"蓬勃发展、环境日趋动态的背景下,无论是传统企业还是互联网企业,商业模式创新的迫切性均与日俱增,但其过程通常充满困难与挑战,表现出一种维持现有结构稳定的刚性.基于商业模式刚性,构建了传统企业与互联网企业的商业模式创新仿真模型并进行了多轮实验比较.在环境、认知、资源因素影响下,两类企业的商业模式刚性存在不同演化趋势,进而对商业模式创新产生系统性影响.仿真结果表明,"传统企业"与"互联网企业"的提法是一种外在"标签",商业模式创新并不存在无法逾越的"基因"障碍,从而为两类异质企业的商业模式创新提供了概推性启示:传统企业需要清醒认识市场边界的动态性并优化冗余资源结构以管控商业模式刚性;互联网企业在必要时需要适当"减速",避免未吸收冗余资源被无谓消耗后导致商业模式刚性增强,影响后续的商业模式创新.

Simulation of business model innovation based on business model rigidity: Comparison between traditional and internet firms

Under the background of "Internet Plus" booming, traditional and internet firms are both faced with growing urgency of business model innovation. But at the same time, the innovation process often manifests a kind of rigidity which preserves the stability of existing structure. In this paper, the simulation models of business model innovation for traditional and internet firms are established and compared through experiments based on business model rigidity. Under the impacts of environment, cognition and resources, the evolutionary trends of traditional and internet firms' business model rigidities are different, which have a systemic impact on business model innovation. The results show that traditional and internet firms are external labels, thus there is no gene obstacle for business model innovation, which provides general implications:traditional firms need to clearly understand the dynamics of market boundaries and optimize the structure of organizational slack to manage business model rigidity; internet firms need to "slow down" when necessary in order to avoid the strengthening of business model rigidity due to unnecessary consumption of unabsorbed slack.