CAJ | 학술논문

以75个实际企业商业模式成功案例为样本，应用扎根理论的Strauss三阶段编码方法进行跨案例分析，构建商业模式结构模型。以迭代式开放性编码对案例中描述商业模式的变量进行概念化和类属化，依据主轴编码的典范模式将各类属按性质分布于具有因果关系的6个层次，将每个层次的类属性质聚类为具有三级结构的商业模式构件，建立一个包含15个构件和6个层次的二维商业模式结构模型，并以实际企业案例详细说明模型的应用。研究结果表明，构建的模型有效改进了现有商业模式结构研究在构件细化、构件全面性和模型开放性等方面存在的不足，且为解释性模型和形式理论，使模型不仅可以跨情境地应用于商业模式描述、商业模式评估和商业模式创新策略归纳，也为研究更深层次商业模式问题奠定了良好的基础，并对企业创新和改进商业模式提供指导。
이75개실제기업상업모식성공안례위양본，응용찰근이론적Strauss삼계단편마방법진행과안례분석，구건상업모식결구모형。이질대식개방성편마대안례중묘술상업모식적변량진행개념화화류속화，의거주축편마적전범모식장각류속안성질분포우구유인과관계적6개층차，장매개층차적류속성질취류위구유삼급결구적상업모식구건，건립일개포함15개구건화6개층차적이유상업모식결구모형，병이실제기업안례상세설명모형적응용。연구결과표명，구건적모형유효개진료현유상업모식결구연구재구건세화、구건전면성화모형개방성등방면존재적불족，차위해석성모형화형식이론，사모형불부가이과정경지응용우상업모식묘술、상업모식평고화상업모식창신책략귀납，야위연구경심층차상업모식문제전정료량호적기출，병대기업창신화개진상업모식제공지도。
The purpose of this paper is to develop a business model structure through coding 75 business model innovating cases by grounded theory approach which proposed by Strauss. The process of conducing this work goes through three stages. On stage of open coding, an iterative procedure is used to name, conceptualize and catagorize the varibles that describe business models in cases in order to formulate those catorigies, properities and dimensions that are related to business models. On stage of axial coding, according to their properities, those catagories are distributed to six causal levels of paradigm model. On stage 3, the properties in each level are clustered into different components of business model. Eventually, a two-dimensional business model structure consisting of six levels and fifteen components has been established and its application has been illustrated through applying the structure to analyze the business model of a real company in detail. The results show that the business model structure not only improves the weakness of the existing model study on component detailing, construct comprehensiveness and model openness effectively, but also pertains to explanatory model and formal theory. Thus, the structure can be applied to business model description, assessment and the summarization of the model＇s innovation strategies across contexts. Specially, the structure can serve as a solid foundation to facilitate the probing of complicated issues relevant to business model, as well as a guideline for entrepreneur innovation and business model improvement.