企业电子商务模式建立方法初探

()2006121JOURNALOFTSINGHUAUNIVERSITY(PhilosophyandSocialSciences)No.12006Vol.21企业电子商务模式建立方法初探黄京华赵纯均(清华大学经济管理学院,北京100084):2004-07-10:(70472007,70231010,70321001):,,,:电子商务模式一直是电子商务学术界和企业界研究和关注的热点问题关于电子商务模式有多种不同的理论和观点,但是体系完整对企业有指导作用的理论和方法很少电子商务模式是企业通过互联网获得收入的方式以及实现这种方式的方案,是网络企业生存和发展的核心电子商务模式主要有以下几种理论:基于收入的电子商务模式理论,基于创新程度高低的电子商务模式理论,本体论电子商务模式理论,价值驱动的电子商务模式理论,原子模式理论等电子商务模式由直接面向客户模式中介模式内容提供商模式等八种模式之一或几个组合而成原子模式理论不仅具有理论价值,更具有实践的指导意义基于原子模式理论的企业电子商务模式建立的七步骤方法对企业实施电子商务具有重要指导作用:电子商务模式;原子模式;模式建立方法:F713.36:A:1000-0062(2006)01-0112-07,,1996,,Rappa,WeillVitale,Timmers11,Osterwalder,,,,,?,?,,,,,,,,,,,,,?:Rappa,;[1]Timmers;[2]1246AmitZott,,;[3]493520Peterovic,,;[4]8697WeillVitale,[5]34,,,,,,,,,;;,IT;,()RappaAfuah,,:(1)(Brokerage),(Marketmaker),;(2)(Advertising),,;(3)(Informediary),,,;(4),;(5),;(6)(Affiliation),,;(7),,,;(8)(Subscription),,;(9)(Utility),[6]4555Afuah,,,,,,,[1]()Timmers,113:[2]1246Timmers,,(11,1,1),11::(1);(2);(3)()Osterwalder,,,(1),:(1),,;(2),;(3),;(4),[7]1201361()AmitZott,,,:(2)[3]4935202()Bambury,:,;,,,[8],,,B2B/1277[9]130,[10]6569114(),:BCBBCBCCBB1C()BB1B2()[11]3839()Weill,,:[5]87256(1),,,,,,(2),,,,,,(3),,,,,,,(4),,,(5),,,(6),,(7),IT,,,,(8),():()()IT,;;,(3)3115:[5]264272,,,,,,,,,1[5]3031!∀!∀!∀∀!!!!!!∀!!∀:∀::!:!(),,22,Weill,,2ITRappa∀∀Afuah∀∀∀∀Timmers∀∀∀∀Osterwalder∀∀Amit∀∀∀Bambury∀Weill∀∀∀∀∀∀∀∀∀∀∀∀∀∀:;:()(1),,(2),(3)116(),Amazon,,,,(4),,,IT,(5),:IT(6),,(7),,,,Weill,,,,(1),(2),,,(3),,(4)(2)(3),,,(2)(3)(5),,,,(6),IT,(7),,,,,,?,?,,,,,,,,117:,,,,,:[1]RappaM.ManagingtheDigitalEnterprisebusinessModelsontheWeb[EB/OL].[2]TimmersP.ElectronicCommerce:StrategiesandModelsforBusinesstobusinessTrading[M].NewYork:JohnWiley&Sons,1999.[3]AmitR.,ZottC.ValueCreationinEbusiness[J].StrategicManagementJournal.2001,22.[4]PeterovicO.,KittlC.,TekstenR.D.DevelopingBusinessModelsforEbusiness[C].ProceedingsofInternationalConferenceonElectronicCommerce2001.Vienna,AustriaOctober31Nov.3.2001.[5]WeillP.,VitaleM.PlacetoSpace:MigratingtoEbusinessModels[M].Massachusetts:HarvardBusinessSchoolPress,2002.[6]AfuahA.,TucciC.InternetBusinessModelsandStrategies[M].Boston:McGrawHill,2001.[7]OsterwalderA.,LaghaS.B.,PigneurY.AnOntologyforDevelopingEbusinessModels[C].ProceedingsofIFIP.DsiAge,2002.[8]BamburyP.ATaxonomyofInternetCommerce[EB/OL].FirstMonday.1998,10(3),.[9],.77[J].IT,2000,(5).[10],.[J].().2002,(2).[11],,.[J]..2001,(4).(责任编辑:匡云)TheExploratoryStudyontheMethodofEstablishingEnterpriseEbusinessModelHUANGJinghua,ZHAOChunjun(SchoolofEconomicsandManagement,TsinghuaUniversity,Beijing100084,China)Abstract:Ebusinessmodelhasbeenahottopicinbothacademeandindustry.Althoughthereexistmanydifferenttheoriesandviewpointsonebusinessmodels,thereisfewcompleted,integritytheorythathaveinstructionalfunctionforenterprises.Ebusinessmodelisthemethodofdoingbusinessbywhichacompanycangeneraterevenueandtheplanofhowtoimplementthemethod,whichisthefundamentalforthedevelopmentofnetworkcompanies.Therearethefollowingebusinessmodeltheories:revenuebasedtheory,innovationbasedtheory,ontologybasedtheory,valuedrivenbasedtheory,andatomicbasedtheory.Theebusinessmodelofacompanycanbecomprisedbyoneorseveralofeightatomicebusinessmodels,suchasdirecttocustomer,intermediary,contentproviderandsoon.Theatomictheoryisvaluablenotonlyintheory,butalsoinpractice.Thesevenstepmethodofsettingupenterpriseebusinessmodelbasedontheatomictheoryisimportantandinstructionalforenterprisesimplementingebusiness.KeyWords:ebusinessmodel;atomicebusinessmodel;methodofsettingupebusinessmodel118()