Currently, the business model innovation of some enterprises in China has emerged, but in general, it seems that the business model innovation of Chinese enterprises is obviously lagging behind the technological innovation, mostly following and imitating the foreign countries, and the problems of technological innovation of enterprises are prominent, such as the "singularity" and the "multiplier effect" of business model innovation. The problems of "single-player" technological innovation and "multiplier effect" of business model innovation are outstanding. In the critical period of China's industrial transformation and upgrading, how to actively and effectively play the "multiplier effect" of business model innovation, to guide enterprises from the traditional pure technological innovation to take the road of integrated innovation combined with technological innovation and business model innovation, need to pay great attention to and actively explore.
One, business model innovation multiplier effect is increasingly prominent
Since the industrial revolution, industrial economic development basically follows the paradigm of "technological innovation to obtain profits, cost-effective fight to occupy the market" to promote, technological innovation has been an important way to obtain market competitiveness of enterprises. In recent years, with the rapid development of Internet technology and the deepening of trade liberalization, the technology spillover effect has been increasing, the imitation barriers to technological innovation and monopoly profits have fallen sharply, the technological innovation-led enterprise profitability model has been broken, technological innovation and business model innovation fusion and interaction as a new form of innovation, more and more to become a tool for enterprises to participate in market competition.
Business model is the way and method of enterprise profitability, and it is the top-level design of enterprise development strategy. Business model innovation is not only the choice of enterprise technology direction and route, but also involves an all-round and deep-level revolution of enterprise organization, culture and resource allocation. Therefore, the essence of business model innovation is systematic innovation, which is also the new trend of international industrial competition.
(I) Increasingly Deep Integration of Technological Innovation and Business Model Innovation
Market demand has increasingly become the most important source of innovation, and innovation has gradually changed from emphasizing technology-oriented to focusing on market-oriented. In order to provide users with richer services and more humanized experience, and to transform innovation into actual business value, it is necessary to adopt new business models for new technologies, and business model innovation and technological innovation are increasingly integrated.
In particular, with the rapid development of the Internet, IT, communications technology and other general-purpose technologies, technology is gradually getting rid of the subordinate role of serving as a tool in the original business model, and has become the new business model itself.
(2) "Business model + technology" integration and innovation to win competitive advantage
Business model is the way to create value for users, and the carrier of value must be the core technology to support the products and services. In the field of energy saving and environmental protection, many companies have developed advanced energy saving and environmental protection technology and equipment, but hindered by the user of new technology and new equipment conversion cost pressure, it is difficult to realize the value of technological innovation. Through the contract energy management business model innovation, energy-saving service companies, on the one hand, through the provision of energy-saving transformation services for customers to promote new technologies and new equipment, on the other hand, from the customer's energy-saving transformation after the benefits of the recovery of investment, profit.
Business model innovation is not only the "amplifier" and "multiplier" of the value of technological innovation, but also sets a new "threshold" for the imitation of technological innovation. The deep integration of new technologies and new business models builds up the core competitiveness of enterprises and provides a strong impetus for them to gain sustainable competitive advantages.
(3) "Business model + technology" fusion innovation changes the rules of competition
The competition between enterprises has always relied on technological innovation and product cost-effective improvement, with the combination of business model innovation and technological innovation, the industry's technological competition and product competition model is being subverted to provide new experiences for customers based on new technologies. Business model innovation based on new technology to provide customers with newer experiences and better services as the goal has become the new rules of competition.
The zero-sum criterion of traditional business competition is also being challenged. Whether it is the enterprises in each link of the industrial chain or the enterprises 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, all stakeholders in the industrial value chain can maximize the value ****win based on the same platform.
The main features of business model innovation
Currently, business model innovation is still a new thing, and the industry has not yet formed a clear path and a complete rule of **** knowledge, but in general, the development of business model innovation presents the following main features:
(a) Technological innovation is still the reality of business model innovation
New technology or new products are more expensive at the initial stage of entering the market. At the initial stage of entering the market, the price is high, in order to balance the risk brought by high price to consumers, business model innovation came into being, and having advanced core technology is the prerequisite for business model innovation. At the same time, technological innovation also provides a guarantee for business model innovation, and establishes a high threshold for competitors to imitate.
(2) Information network has become a support platform for business model innovation
With the development of IT technology, especially the emergence of the Internet, the openness and flexibility of the information network provides a platform for enterprises to choose more and more complex operation methods. Due to the easy proliferation of hardware technology and easy imitation of production, any business model based on hardware will not be long-lasting, and the business model based on the information network platform has become a platform for enterprises. The business model based on information network platform has become the mainstream of enterprise business model innovation.
The information network platform connects mutually independent product or service providers and users, and through a new business model, the value of products and services realizes fusion. Neusoft has 3,000 hospital customers in the medical service field. The company utilizes the cloud approach and the Internet approach to integrate the medical resources of existing customers, enabling families and individuals to obtain online diagnosis and other medical services through the Internet, while the company's B2B model has gradually shifted to the BBC (i.e., a combination of B2B and B2C) model, creating a new business model and a higher service value.
(C) The whole industry chain ****win is the outstanding performance of business model innovation
The core of business model innovation is to create value better, and a good business model not only creates value for customers, but also creates value for product and service providers in all segments of the product value chain. Therefore, business model innovation needs to establish an industrial value chain system including complementary enterprises providing different products and services to customers, and realize the enterprise value ****winning covering all links of the whole industrial chain.
Three, effectively play the business model innovation multiplier effect of countermeasures
(a) strengthen the development of business model innovation law exploration and summarization
Business model innovation is not only to implement the spirit of the report of the 18th National Congress of the important initiatives, but also to cope with the fierce international competition in the industry of the objective need to accelerate the promotion of technological innovation and the construction of the national innovation system of the inevitable requirements. We should y understand the significance and development potential of business model innovation from a strategic height, organize targeted thematic studies, actively explore and summarize its basic laws, especially study how to encourage and guide enterprises to strengthen business model innovation related policies, and promote technological innovation of Chinese enterprises by giving full play to the multiplier effect of business model innovation.
(2) Integration of the two to create a support platform for business model innovation
The in-depth integration of industrialization and informatization is an important strategy for China's new industrialization, and the implementation of the strategy of integration of the two not only accelerates the in-depth application of China's information technology in the traditional industries, but also is an important opportunity for China to promote the innovation of business models. To strengthen the information network technology innovation, vigorously develop collaborative design, collaborative manufacturing, collaborative services, in promoting the deep integration of dualization at the same time to create the value of the industry chain upstream and downstream enterprises, manufacturing enterprises, service enterprises, content providers and application developers **** win system, through the information system integration and application of the realization of business model innovation.
(C) through the incentive policy to increase support for business model innovation
Currently, business model innovation has become an important form of industrial innovation, and should be elevated to the same important position as knowledge innovation, technological innovation. Through the existing policies to encourage and support technological innovation, we should actively guide and encourage enterprises to carry out extensive business model innovation, and continuously increase the implementation of innovation-driven strategy. For example, we should provide appropriate financial and tax policy support for major, key and demonstrative business model innovation; among the existing special funds to support technological innovation, we should cut a block for encouraging business model innovation; we should study the timely establishment of special funds to support business model innovation; and business model innovation can be regarded as an important indicator of high-tech enterprises or technological innovation demonstration enterprises, and enjoy the corresponding preferential policies and so on.
(4) Improve the protection of intellectual property rights in line with the characteristics of business model innovation
We should learn from the international advanced experience, and incorporate business model innovation into the scope of patent approval, to protect the legitimate business model innovation, and to give the business model innovation due legal status. As early as 1998, the United States began to grant patents for business model (business method) innovation, a practice that 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. It is necessary to improve China's intellectual property system and establish a legal protection system in line with the characteristics of business model innovation, in order to give full play to the multiplier effect of business model innovation on technological innovation, and to make business model innovation become a new source of enhancing the innovation ability of China's enterprises and international competitiveness.