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【论文速递】平台情境下的可持续性商业模式:逻辑与实现


摘要:可持续性竞争理念下如何实现传统商业模式向可持续性商业模式的转型与创新成为学界关注的焦点,但学界对可持续性商业模式的内涵理解与价值逻辑以及全新平台情境下的平台企业可持续性商业模式的实现问题缺乏研究。可持续性商业模式在价值主张、价值创造主体网络以及价值创造绩效全方位超越了传统商业模式。重点聚焦于平台情境下的可持续性商业模式建构与实现,研究了在可持续性商业模式设计理念下平台企业可持续性商业模式在价值主张、价值创造、价值捕获与价值实现等维度内容上的系统超越,认为平台经济情境下的可持续性商业模式主要存在于共享经济领域的共享平台以及平台经济领域的商业运作平台场景之中,共享平台的可持续性商业模式主要是聚焦资源的循环可持续利用以及社会化的重新配置予以实现可持续性商业模式下的综合价值与共享价值创造;而平台经济下的商业运作平台主要是立足于企业社会责任嵌入观通过嵌入相应的社会责任实践议题或者社会责任实践平台界面,实现平台运营过程中的相关联的社会环境问题,并通过平台商业生态圈的力量予以解决进而创造可持续的综合价值;或在可持续导向的企业家精神(社会企业家精神或共益型企业精神)驱动下搭建基于某一社会问题的社会责任实践平台或社会创新平台,打造社会创新/创业组织或者共益型组织予以实现平台可持续性商业模式。未来,平台情境下的可持续性商业模式研究需进一步从基础理论(企业社会责任的内生融合与治理)以及实证研究(驱动因素、影响效应以及评价)两大层面予以深化探索。

 

关键词:可持续性商业模式;平台企业;企业社会责任;共享经济;平台经济;场景

 

Abstract: Under the influence of the concept of sustainable competition, the traditional business model has been given new content of value creation. Business model is the logic of how to "make money" and an effective means to realize strategic competition. In recent years, with a new round of technological revolution spreading all over the world,digital technologies such as Internet, big data, block chain and artificial intelligence have accelerated their penetration into all kinds of organization operation management and business systems, which has become an important underlying technical support to promote enterprise technological change and realize business model innovation, and has derived two economic models in the digital context of platform economy and sharing economy form. Accordingly, in the new economic forms such as platform economy and shared economy, internet platform firms have become the micro organization carrier under the new platform context. Platform firms realize the aggregation of various resources by platform strategic thinking and platform specific network effect, and realize the creation of economic value by relying on business model innovation.Under the platform context, forming the platform, users and users. There are many kinds of value creation relationships between users, platform and society, platform, user and society. Platform business model, which is accompanied by platform enterprises, has become the most significant business model innovation since the 21 st century. Platform based business model innovation provides new forms and solutions to solve the common social and environmental problems faced by human society. However, the reality that can not be ignored is that in recent years, many new social problems have emerged in the process of platform business model innovation, which has brought severe challenges to the traditional business model dominated by market logic. How to realize the transformation and innovation from platform business model to platform sustainable business model has also become a prominent topic of research.Firstly, this paper reviews the connotation of business model and sustainable business model, and clarifies the core connotation and internal logic of business model from the perspective of transaction structure, technology, organization and management, value creation and strategy. The sustainable business model is based on stakeholder theory and corporate social responsibility, which not only creates value for customers, but also creates comprehensive value for society and natural environment. In the supply chain of sustainable business model, suppliers are also responsible for the company's stakeholders. At the customer interface incentive level, sustainable business model encourages sustainable consumption,and customers are responsible for their consumption and the company's stakeholders. Finally, in the aspect of financial performance, it reflects the appropriate allocation of economic costs and benefits among the participants, and considers the ecological and social impact of the company, so as to clarify the systematic transcendence of sustainable business model as a new theoretical paradigm to the theoretical meaning of traditional business model. Furthermore, this paper discusses the new value logic and reconstruction of the business model of platform enterprises under the guidance of sustainability,and focuses on the realization of the sustainable business model under two subdivision scenarios under the platform context. The sustainable business model of shared platform mainly focuses on the recycling and sustainable utilization of resources and the social reconfiguration to achieve sustainability and create comprehensive value and shared value. Under the platform economy, the platform firms based on commercial transactions is mainly based on the embedded concept of corporate social responsibility. By embedding the corresponding social responsibility practice issues or social responsibility practice platform interface, the related social environment problems in the operation process of the platform can be solved by the power of the platform business ecosystem, so as to create sustainable comprehensive value, or by building a social responsibility practice platform or social innovation platform based on a certain social problem driven by sustainable oriented entrepreneurship of social entrepreneurship or co benefit entrepreneurship, and build a benefit organization to drive the platform sustainable business model and innovation. In the future, the research on sustainable business model in the context of platform needs to be further explored from two aspects, one is the basic theory of endogenous integration and governance of corporate social responsibility, the other is empirical research about driving factors, impact effects and evaluation of sustainable business model.

 

Key words: sustainable business model(SBM); platform enterprise; corporate social responsibility(CSR); shared economy; platform economy; scene

 

文章作者:阳镇,陈劲

作者单位:清华大学经济管理学院

清华大学技术创新研究中心

全文已刊发在《科学学与科学技术管理》2021年第2期

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