金字塔底层市场的商业模式:一个多案例研究

被引：81

作者：

邢小强 ^{[1
]}

仝允桓 ^{[2
]}

陈晓鹏 ^{[2
]}

机构：

[1] 对外经济贸易大学国际商学院

[2] 清华大学经济管理学院

来源：

管理世界 | 2011年 / 10期

关键词：

金字塔底层市场; 商业模式; 价值网络; 多案例研究;

D O I：

10.19744/j.cnki.11-1235/f.2011.10.010

中图分类号：

F272 [企业计划与经营决策];

学科分类号：

1201 ;

摘要：

金字塔底层战略要求企业把穷人视为真正的消费者与生产者并通过提供平等参与市场的机会来创造出多元价值。但由于低收入市场的特殊性,企业需要构建全新的商业模式才能撬动金字塔底层的财富。本文对6家在中国本土农村地区进行商业运营的企业进行探索性案例研究,得出金字塔底层市场企业商业模式的关键构成维度与主要特征:(1)商业模式要建立在低收入群体自有资源能力基础之上;(2)价值主张包含经济、能力与关系价值三类,但经济价值占主导地位;(3)由于价值链缺失与制度空洞,企业需要建立跨部门的价值网络,其中与当地政府的关系是成败关键;(4)企业主要进行连接、学习与利用三类关键活动;(5)收益依赖于传统的线性盈利模式,而商业模式的可拓展性具有未来的增长期权价值。

引用

页码：108 / 124+188 +188

页数：18

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