摘要
本文以4家代表性企业为研究对象,运用多案例研究方法,对元宇宙商业模式创新的要素和内容进行深入探究。研究发现:元宇宙首先改变了传统商业模式的场景,并将场景融入商业模式创新的过程中;其次,元宇宙商业模式创新满足了人们通过突破物理空间限制来增强体验、提升创造与效率的需求;再次,企业通过资源吸收,获得构建元宇宙商业模式所需的技术,随着技术发展不断拓展应用场域,通过原生利用进行迭代创新;最后,目前元宇宙商业模式主要通过工具变现、多边连接和虚实相生来获得收益。在此基础上,本文提出了元宇宙商业模式创新的理论框架,进一步探讨了元宇宙商业模式创新的基本类型,为元宇宙企业实践提供参考和借鉴。
As a rapidly developing new concept,the Metaverse has received extensive attention.The existing literature believes that the Metaverse has an important impact on the economy,society and industrial structure and promotes business model innovation,but it basically makes a general overview of the Metaverse business model as a whole,and has not yet thoroughly analyzed the elements,content and value activities of Metaverse business model innovation.Therefore,based on the mainstream analysis framework of business model innovation research,this paper takes four representative enterprises as the research object,and uses the inductive multi-case study method to conduct in-depth research on the elements and contents of business model innovation in the Metaverse.The research shows that:First,thanks to the development of the token economy,the construction of platform infrastructure,and the need for Metaverse platform collaboration,scene innovation has become the basis of Metaverse business model innovation.Its essence is collaborative innovation that breaks through the constraints of time and space,which is reflected in four aspects:electronic transactions,collaborative space,virtual production,and platform interoperability.Second,the scene interactivity caused by the integration of the virtual and real world penetrates into the value activities of Metaverse business model innovation,which is reflected in the enhancement of user experience in terms of value proposition elements,the reduction of user participation threshold in the way of supporting user creation,and the great efficiency improvement of user production and operation through the comprehensive application of multi-directional digital technology.Third,in terms of value creation elements,it emphasizes the dominant position of users and satisfies their comprehensive needs through scene expansion.The core is to achieve the matching of resource capacities based on the requirements of characteristic scenes,forming a new type of value creation method for the production
作者
宋薇
刘丰
邢小强
Song Wei;Liu Feng;Xing Xiaoqiang(Business School,University of International Business and Economics,Beijing 100029,China)
出处
《外国经济与管理》
CSSCI
北大核心
2023年第7期18-35,共18页
Foreign Economics & Management
基金
国家社会科学基金面上项目(19BGL026)
对外经济贸易大学研究生科研创新项目(202210)。
关键词
元宇宙
商业模式创新
场景理论
Metaverse
business model innovation
scene theory
