CAJ | 학술논문

分析了网络平台商务生态系统的概念和系统成员的关系模式,基于价值源、价值通道和价值转换提出商业模式的基本要素以及商业模式选择的内外部标准,并以此为基础研究了商业模式选择策略. 萌芽期,系统应侧重内外部环境相匹配,依循由外到内的路径构建精简型商业模式;成长期应遵循内部选择标准,集中于内部建设;成型期应兼顾内外部选择标准,对商业模式各要素进行动态微调;衰退期应变革商业模式. 随着系统发展,平台供应商应担任网络核心型角色,依次接入内部主体和中间主体,丰富缝隙型角色,同时与外部主体良性互动.
분석료망락평태상무생태계통적개념화계통성원적관계모식,기우개치원、개치통도화개치전환제출상업모식적기본요소이급상업모식선택적내외부표준,병이차위기출연구료상업모식선택책략. 맹아기,계통응측중내외부배경상필배,의순유외도내적로경구건정간형상업모식;성장기응준순내부선택표준,집중우내부건설;성형기응겸고내외부선택표준,대상업모식각요소진행동태미조;쇠퇴기응변혁상업모식. 수착계통발전,평태공응상응담임망락핵심형각색,의차접입내부주체화중간주체,봉부봉극형각색,동시여외부주체량성호동.
After analyzing the concept of the business ecosystem of network platform and the relationship between members in the system, this paper develops basic elements of business model as well as internal and external selection standards based on value source, value channel and value transformation. And then it puts forward the business model selection strategies. In forming stage, a simple business model should be built by focusing on matching internal and external environment and fol-lowing the outside-to-inside path. In growth period, internal standards and internal construction should come first. In mature period, the system should give attention to all criteria and make dynamic fine-tuning for all the elements. Business model must be changed during recession. Meanwhile, platform supplier should act as the core of the network and absorb internal and middle subjects successively to enrich niche subjects. And benignning interaction with outside subjects is also necessary.