摘要
互联网时代的到来,为传统文化企业带来了商业模式创新的挑战与机遇。本文在现有商业模式创新理论的基础上,以江苏奇美乐器制造公司作为研究对象进行案例分析,并对其商业模式创新的原因、路径与效果进行实证检验。本文认为商业模式创新的主要原因包括企业竞争环境的变化、全新信息技术带来的机遇、企业对于创新的开放程度等企业外部及内部原因。研究发现奇美的商业模式创新路径主要分为三个阶段:电商渠道的转型、差异化战略的制定、"线上+线下"整合型商业模式的构建。基于这三个阶段的创新路径,奇美公司商业模式创新取得显著成效,为传统文化企业在互联网背景下的转型升级提供了可供借鉴的模板。
The Internet age brings both the challenge and opportunity for traditional cuhural enterprises. Based on theories of business model innovation, this paper uses Jiangsu QiMei Musical Instrument Co. , Ltd. as a case study to analyze the cause, path, and effect of business model innovation. The research finding shows that QiMei~ business model innovation mainly contains three phases： the e -com- merce transformation, differentiation strategy, and online - offline integration. Based on these three phases of innovation path, QiMieg busi- ness model innovation achieved great results. Lastly, this paper provides suggestions on the transformation of traditional cultural enterprises in the Intemet age.
作者
韩飞雪
HAN Fei-xue(Culture Development Institute,China Communication University,Beijing,100024)
出处
《艺术百家》
CSSCI
北大核心
2018年第3期92-97,252,共7页
Hundred Schools In Arts
