The report of the 18th National Congress of the Communist Party of China clearly proposed "strengthening technology integration and business model innovation" and regarded business model innovation as an important part of the national innovation-driven strategy. In recent years, multinational companies such as Google, Apple, and Facebook have, without exception, gained irreplicable market leadership through the organic integration of technological innovation and business model innovation. Business model innovation has a significant "multiplier effect" and has become a strategic choice and realistic path to significantly enhance the value of technological innovation.
At present, the business model innovation of some enterprises in our country has emerged, but overall, the business model innovation of our country's enterprises obviously lags behind technological innovation. Most of them follow and imitate foreign countries, and enterprise technological innovation "stands alone". Problems such as the difficulty in exerting the "multiplier effect" of business model innovation are prominent. In the critical period of my country's industrial transformation and upgrading, how to actively and effectively exert the "multiplier effect" of business model innovation and guide enterprises to shift from traditional pure technological innovation to an integrated innovation path that combines technological innovation and business model innovation requires great attention and Actively explore.
1. The multiplier effect of business model innovation has become increasingly prominent
Since the industrial revolution, industrial economic development has basically followed the paradigm of "technological innovation to gain profits, cost-effectiveness to occupy the market". Technological innovation It has always been an important way for enterprises to gain market competitiveness. In recent years, with the rapid development of Internet technology and the deepening of trade liberalization, technological spillover effects have continued to increase. Imitation barriers and monopoly profits of technological innovation have dropped sharply. The corporate profit model dominated by technological innovation has been broken, and technological innovation has been integrated with business model innovation. As a new form of innovation, interaction has increasingly become a powerful tool for enterprises to participate in market competition.
The business model is the way and method for the enterprise to make profits, and it is the top-level design of the enterprise's development strategy. Business model innovation is not only the choice of an enterprise's technical direction and route, but also involves an all-round and deep revolution in the enterprise's organization, culture, and resource allocation. Therefore, the essence of business model innovation is systemic innovation and is also a new trend in international industrial competition. .
(1) Technological innovation and business model innovation are increasingly integrated.
Market demand has increasingly become the main source of innovation, and innovation has gradually shifted from emphasizing technology orientation to focusing on market orientation. Transformed for the Lord. In order to provide users with richer services and a more humane experience, and to transform innovative results into actual commercial value, it is necessary to adopt new business models based on new technologies. Business model innovation and technological innovation are showing an increasingly integrated development trend.
Especially with the rapid development of general technologies such as the Internet, IT, and communication technology, technology has gradually gotten rid of its subordinate role as a tool in the original business model and has become a new business model itself.
(2) "Business model + technology" integration innovation to gain competitive advantage
Business model is the way for enterprises to create value for users, and the carrier of value must have core technology Supporting products and services. In the field of energy conservation and environmental protection, many companies have developed advanced energy conservation and environmental protection technologies and equipment. However, due to users' pressure on conversion costs of new technologies and new equipment, it is difficult to realize the value of technological innovation. Through the innovation of business models such as contract energy management, energy-saving service companies, on the one hand, promote new technologies and new equipment by providing energy-saving transformation services to customers, and on the other hand, recover investments and obtain profits from the benefits obtained after customers' energy-saving transformation.
Business model innovation is not only an "amplifier" and "multiplier" of the value of technological innovation, but also sets a new "threshold" for technological innovation imitation. The deep integration of new technologies and new business models builds an enterprise. Core competitiveness provides a strong driving force for enterprises to obtain sustainable competitive advantages.
(3) "Business model + technology" integrated innovation changes the rules of competition
For a long time, competition between enterprises has mainly relied on technological innovation and product cost-effective improvement. With the innovation of business models, With the continuous combination of technological innovation, the industry's technology competition and product competition models are being subverted. Business model innovation with the goal of providing customers with newer experiences and better services based on new technologies has become the new competition rule.
The zero-sum principle of traditional business competition is also constantly being challenged. Whether it is an enterprise in each link of the industrial chain or an enterprise in the same link of the industrial chain, the profit of one party is no longer the cost of the other party.
Under the new profit model, various stakeholders in the industry value chain can maximize value and win based on the same platform.
2. The main characteristics of business model innovation
Currently, business model innovation is still a new thing, and the industry has not yet formed a clear path and complete knowledge of the rules, but overall , the development of business model innovation presents the following main characteristics:
(1) Technological innovation is still the realistic basis for business model innovation
In the early stages of new technologies or new products entering the market, Prices are relatively high. In order to balance the risks that high prices bring to consumers, business model innovation has emerged. Having advanced core technology is the prerequisite for business model innovation. At the same time, technological innovation also provides guarantee for business model innovation and sets a high threshold for competitors to imitate.
(2) Information network has become a supporting platform for business model innovation
With the development of IT technology, especially the emergence of the Internet, the openness and flexibility of information network have become the choice of enterprises. More and more complex operating methods provide platform conditions. Due to the easy proliferation of hardware technology and the easy imitation of production, any business model based on hardware will not last long. Business models based on information network platforms have become enterprise business model innovations. mainstream.
The information network platform connects independent product or service providers and users, and achieves fusion of product and service value through a new business model. Neusoft has 3,000 hospital customers in the field of medical services. The company uses cloud and Internet methods to integrate the medical resources of existing customers, allowing families and individuals to obtain online diagnosis and other medical services through the Internet. At the same time, the company's B2B model has gradually shifted to the BBC ( That is the combination of B2B and B2C) model, creating a new business model and higher service value.
(3) Winning the entire industry chain is an outstanding manifestation of business model innovation
The core of business model innovation is to better create value. A good business model not only provides customers with Creating value also creates value for product and service providers in each link of the product value chain. Therefore, business model innovation requires the establishment of an industrial value chain system that includes complementary companies that provide customers with different products and services, so as to achieve maximum corporate value covering all links of the entire industry chain.
3. Countermeasures and suggestions to effectively leverage the multiplication effect of business model innovation
(1) Strengthen the exploration and summary of the development rules of business model innovation
Business model innovation is both the implementation of An important measure to implement the spirit of the report of the 18th National Congress of the Communist Party of China is also an objective need to cope with fierce international industrial competition. It is also an inevitable requirement to accelerate technological innovation and build a national innovation system. We should deeply understand the significance and development potential of business model innovation from a strategic perspective, organize targeted special studies, actively explore and summarize its basic rules, especially study how to encourage and guide enterprises to strengthen relevant policies for business model innovation, and through exertion The multiplier effect of business model innovation promotes technological innovation of Chinese enterprises.
(2) The integration of informatization and informatization creates a support platform for business model innovation
The deep integration of industrialization and informatization is an important strategy for my country to achieve new industrialization. Implementing the integration of informatization and informatization not only accelerates The in-depth application of my country's information technology in traditional industries is also an important opportunity for my country to promote business model innovation. It is necessary to strengthen information network technology innovation, vigorously develop collaborative design, collaborative manufacturing, and collaborative services, while promoting the deep integration of the two industries while creating the value of upstream and downstream enterprises, manufacturing companies, service companies, content providers, and application developers in the industry chain* **Winning system realizes business model innovation through integrated application of information systems.
(3) Increase support for business model innovation through incentive policies
Currently, business model innovation has become an important form of industrial innovation and should be improved in conjunction with knowledge innovation and technological innovation. equally important status. It is necessary to actively guide and encourage enterprises to carry out extensive business model innovation through existing policies that encourage and support technological innovation, and continuously increase the implementation of innovation-driven strategies. For example, appropriate fiscal and taxation policy support should be provided for major, critical, and exemplary business model innovations; among the existing special funds to support technological innovation, appropriate portions should be used to encourage business model innovation; research should be conducted to establish timely special projects to support business model innovation. Funds (funds); business model innovation can be used as an important indicator for high-tech enterprises or technological innovation demonstration enterprises, and enjoy corresponding preferential policies, etc.
(4) Improve intellectual property protection in line with the characteristics of business model innovation
We must learn from advanced international experience, include business model innovation within the scope of patent approval, and protect legitimate business model innovation. Give business model innovation the legal status it deserves. The United States began to grant patents for business model (business method) innovation as early as 1998, which has greatly promoted business model innovation. In the long run, the success of business model innovation depends on a fair competitive market environment and an effective intellectual property protection system. Only by improving my country's intellectual property rights system and establishing a legal protection system that meets the characteristics of business model innovation can we fully leverage the multiplier effect of business model innovation on technological innovation and make business model innovation a new source of improving the innovation capabilities and international competitiveness of our companies. .