市场融合中应用场景嵌入性对共建企业商业模式协同演化的影响机理研究

Due to the rapid development and innovative use of digital network technology, there are massive new application scenarios with the emergence of the market convergence. The cooperation between enterprises in different industries to build the scenarios will be will be a ‘new normal’ in modern society and economy and its impact on the macro and micro level will be increasingly significant. However, there is a big gap between the effectiveness of its construction and expectations. For a long time, due to the insufficient attention to the externality of the business model and the nature of the cognition, we neglect two important features that are the cognitive heterogeneity of the casual structure in the business and the reconstruction of social embeddedness. This leads to the development of the theory seriously lagging behind the practice. And we almost know nothing about the inherent mechanism of this special co-evolutionary process. In order to reveal the behind mechanism, we will use the theoretical framework of ‘context - cognition - behavior’ and adopt the case study and evolutionary-game approach. The construction process of the scenarios is divided into two steps that is cognition and activity system. By summarizing the mode and cognitive characteristics of the business causal structure explained by the application scenarios, we will analysis the influence process, path and mechanism of the impact on the intention and strategy about the business model evolution which the prominent players adopt due to the social embeddedness. And next, we will take further investigation about the moderating effects of the interdependence between prominent players or upstream-downstream enterprises on intention and strategy. Through this research, we can grasp the micro mechanism of the new scene construction in market convergence and provide theoretical and strategic support for the manager and policy maker.

随着数字网络技术高速发展与创新应用，分立产业的市场融合导致新应用场景海量涌现，跨界合作共建场景已经为现代社会经济中的一个新常态且影响将日趋显著，然而其构建成效却与预期存在较大差距。长期以来理论界未足够重视商业模式的外部性与认知属性，未将新应用场景中跨界企业需要克服商业因果结构认知差异来重构社会嵌入性这一重要特征纳入考虑，造成理论显著滞后于实践，从而迄今人们对市场融合中企业协同演化共建应用场景的内在机理知之甚少。因此本研究应用“情境-认知-行为”理论框架，采取案例与演化博弈研究方法，将场景构建划分为认知与活动系统两个阶段，归纳应用场景阐释商业逻辑的方式与认知特征，分别探讨其嵌入性对跨界主导企业、上下游企业商业模式转变意图与策略选择的影响过程、路径与作用机制，及企业间依赖性对转变意图与策略选择间的调节效应，旨在掌握市场融合中新场景构建的微观机制，为企业商业模式创新与市场融合提供理论与策略支持。

随着数字网络技术高速发展与创新应用，分立产业的市场融合导致新应用场景海量涌现，跨界合作共建场景已经为现代社会经济中的一个新常态且影响将日趋显著，然而其构建成效却与预期存在较大差距。本研究试图探索在市场融合背景下，应用场景与商业模式的协同演化机制。本研究分析了传媒、汽车等产业的市场融合、应用场景与商业模式相关的案例。以吉利汽车进行案例研究，分析其场景生成与商业模式协同演进过程，划分不同的演化阶段，归纳静态与动态的特征。在案例研究的基础上，我们开发设计了商业模式相关的量表，并搜集600多家企业的调查数据，其中有效数据340份。基于竞争异质性理论中动态能力理论与商业模式演变特征，提出商业模式演化时具备稳态与跃迁特性，引入外部性影响对应的企业外部的市场绩效，利用中国330家企业数据对企业运营绩效进行了实证分析。研究表明，商业模式稳态与跃迁特性对两类绩效存在显著影响，尤其是通过企业外部的市场绩效影响企业运营绩效。本研究为进一步商业模式创新与设计提供了研究线索。

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