以策略邏輯觀點探討商業生態系統的演化──以三家中國大陸企業為例

Abstract

隨著中國互聯網的迅速發展，中國互聯網企業崛起，並加速其商業生態系統的建置。商業生態系統是根據生態學的理論而出現，提出除了專注於企業自身的核心能力外，還需將其供應商、顧客、競爭者和利害關係人等納入考量，彼此相互依賴、合作和競爭，將生態系統視為一個整體來看待。然而，以往的文獻僅根據橫斷面和靜態的分析，並無太多縱斷面和動態的研究。故本研究欲探討在商業生態系統演化的過程中， 本研究以探索性的個案研究方法，探討三家中國大陸的企業，依照其開放程度和生態系統的健全度，選出了開放式的阿里巴巴、半開放式的樂視網和封閉式的佳美口腔等三家企業，採以多重個案研究的方式，深入分析其商業生態系統演化之歷程，並以策略邏輯的觀點來分析其過程中如何創造不同的競爭優勢，並建置出不同的生態系統模型，並比較其異同。 研究結果發現，不同類型的商業生態系統，其發展的過程中會運用類似的策略邏輯，並且其邏輯與商業生態系統演化的階段相互呼應；而演化過程中，商業生態系統的角色可能因為其採取的策略邏輯而有所變化，但將會依循一致的方向前進，為整個生態系統創造價值，並與之共存共榮。

With the booming development of Internet in China, China’s Internet enterprises are rising, accelerating the construction of business ecosystem. The word “business ecosystem” is based on the theory of ecology. Besides the core competence of an enterprise, it should also take its suppliers, customers, and competitors into consideration. They are interdependent, but they still cooperate, and compete with each other. In this perspective, we regard the ecosystem as a whole. However, as the literature reviewed, there were less cross-sectional and dynamics research. Thus, the study tries to analyze the evolution of business ecosystem, in order to understand how the different use of strategic logics affects the roles of ecosystem through the evolution. According to the degree of openness and health, the study includes three enterprises in China as multiple-cases study, analyze the evolution process of their ecosystems, see the difference competitive advantages from the perspective of strategic logics, and create different business ecosystem model to compares the similarities and differences. As the result shows, different types of business ecosystems use similar strategic logics in the process, and the logics they used echo with stages of evolution. During the evolution, the role of business ecosystem may changed due to the different use of strategic logic, but will follow the same direction, creates values for the whole system, and prospers business ecosystem together.