策略與商業模式間關係之初探

A Preliminary Study of the Relationship between Strategy and Business Model

成玟儀(Wen-I Cheng)

指導教授 ： 蔡展維

國立屏東科技大學/管理學院/企業管理系所/碩士(2014年)

https://doi.org/10.6346/NPUST.2014.00092

摘要

商業模式概念發展至今已有近60年歷史，至今仍持續為管理學中的熱門議題。但大多學者多聚焦於商業模式之定義、關鍵成功因素等偏向靜態之研究。本研究嘗試從動態性觀點探討其與策略間之相互追隨關係以建構不同的研究觀點。在研究概念上，本研究嘗試將策略故事之動態性概念運用至商業模式中以探討兩者在不同時期所選擇之不同策略手段與商業模式活動間之互動關係，依此拼湊出具有意義及涵理的策略與商業模式故事。為了說明商業模式與策略間之互動關係並做為本研究策略選擇之依據，本研究依蔡展維(2005；2009；2012)從策略管理之文獻中整理出四種互相對立之基本策略類型以代表企業在選擇策略手段之清單，分別為(1)計劃學派、(2)定位學派、(3)創發學派、(4)資源學派。此外，本研究從既存研究整理出(1)價值主張、(2)關鍵資源、能耐、(3)組織設計、人事、(4)成本結構、(5)重點價值活動等五大商業模式構成要素作為商業模式測量判斷之依據。依照上述兩種測量依據，本研究中將以歷史研究法針對王品集團進行實證分析，期望從個案企業之策略選擇，策略變化和商業模式中歸納出共通性與差異性，並重新探討策略與商業模式間之共演化關係。
本研究經實證結果發現，王品集團之商業模式的形成並非是設計的結果，而是一種漸進式的歷程。特別是一種透過與策略故事之共演化(coevolution)之歷程。企業如依策略故事之演進脈絡來設計其商業模式之構成要素間的連接性時，會更使企業之商業模式具有特殊意義，亦會形成一種無法輕易複製的競爭優勢來源。

關鍵字

策略選擇 ； 策略變化 ； 策略故事 ； 商業模式

並列摘要

There has been a long history of the development of business model for nearly sixty years and it’s still a significant issue within the field of management. However, most of previous scholars only focused on the study to explore the definition of business model and the key successful factors, which used static analysis to perform their research. This study tried to explore the interaction between strategies and business model to construct different research perspectives via the dynamic view. We incorporated the dynamic concept from Narrative Strategic Story into business model in order to further explore their interaction and to clarify how they would influence a company to choose strategies and business model activities in different period. In order to explain the relationship mentioned above, we used the opinion of Dr. Chan-Wei Tsai (2005; 2009; 2010), which offered a systematic classification method to evaluate companies’ strategy management model. He divided enterprise’ strategies into four different approaches, including Planning Approach, Positioning Approach, Emergent Approach, and Resource Approach. Besides, based on previous studies, we used five basic elements to evaluate business model, including Value proposition, Key Resources and Capabilities, Organizational Design and Personnel , Cost Structure, and the Value Activity. This study adopted historical research method to analyze the strategic selection, strategic change, and business model of WOWPRIME Inc. and tried to summarize the commonalities and differences in order to clarify the symbiotic relationship between strategy and business model.
The research of this study found that the business model of WOWPRIME Inc. comes from progressive process rather than be designed intentionally at the beginning, especially its coevolution process with Narrative Strategic Story. We suggest that if enterprise designs the linkage of the constituents within its business model through evolution of Narrative Strategic Story, it would make the business model of the enterprise become distinct form others and form one of business’ competitive advantages, which cannot be imitated by others.

並列關鍵字

Strategic Selection ； Strategic Change ； Narrative Strategic Story ； Business Model

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