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商业模式创新不再仅仅是技术的创新

作者: 杭州翻译公司 发布时间:2017-06-07 21:27:44  点击率:

【内容摘要】本文摘自商业杂志《STRATEGY & LEADERSHIP》。文章的主要内容是企业商业模式创新。现在企业在商业模式方面大多过于拘泥现状,不能根据实际情况及时进行改进,好多企业走上了下坡路或者直接被市场淘汰。本文首先提出对于现代企业,商业模式的创新应该比纯技术的创新更为重要。那么关于商业模式,它包含什么内容,商业模式创新又该从什么地方进行,本文都有详细的阐述。而且文中对于很多企业拘泥现状的原因进行了独到的分析,同时扫除企业的顾虑。在此基础中通过实例分析,更增加了论证的真实性和可靠性。
本文有很有关于商业的特有名词,在翻译中通过查阅以前的教科书以及网络,尽量能够将原作者的意图表达清晰。通过此次翻译,对于商业模式创新有了更新更深的了解,同时,考虑到国内很多企业也都有相关问题。因此,认为此课题具有很深的现实意义,需要广大研究人员和企业领导更为深入的研究。
不久以前,对于企业来说“创新”就是竭尽所能招揽一批精英到自己的内部实验室,然后进行广泛的研究,最后等待新产品的诞生。但是,现在这种格局已经完全被打破。现在用在新产品的研发、完善和推广上的花费迅速增长(例如研发一种新的药品、新建一个半导体制造设备或者让一个新产品在本来已经很拥挤的分销渠道分得一杯羹)。更为糟糕的是,缩短产品的生命周期意味着在伟大的技术变成商品之前不再能为企业创造可观的利益。在当今这个社会,创新不再仅仅代表技术和研发团队,商业模式创新更应该被企业所重视。
There was a time, not so long ago, when ‘‘innovation’’ meant that companies needed to invest in extensive internal research laboratories, hire the most brilliant people they could find, and then wait patiently for novel products to emerge. Not anymore. The costs of creating, developing, and then shipping these novel products have risen tremendously (think of the cost of developing a new drug, or building a new semiconductor fabrication facility, or launching a new product into a crowded distribution channel). Worse, shortening product lives mean that even great technologies no longer can be relied upon to earn a satisfactory profit before they become commoditized. Today, innovation must include business models, rather than just technology and R&D.
Business models matter. A better business model often will beat a better idea or technology. Consider Wal-Mart in retailing, Dell in PCs, or Southwest Airlines. But business models are not all the same. To innovate your business model, you must first understand what it is, and then examine what paths exist for you to improve upon it.
What is a business model?
Every company has a business model, whether they articulate it or not. At its heart, a business model performs two important functions: value creation and value capture. First, it defines a series of activities, from procuring raw materials to satisfying the final consumer, which will yield a new product or service in such a way that there is net value created throughout the various activities. This is crucial, because if there is no net creation of value, the other companies involved in the set of activities won’t participate. Second, a business model captures value from a portion of those activities for the firm developing and operating it. This is equally critical, for a company that cannot earn a profit from some portion of its activities cannot sustain those activities over time. There can be real tensions between the aspects of a business model that creai8T杭州翻译公司-忠信乐译翻译有限公司

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