商业模式创新中场景价值共创动因及作用机理研究

随着智慧互联技术的创新性应用，产品智能化、服务化、情感化发展趋势日益明显，用户需求在时间、地理空间及情感方面的高度耦合引起商业应用场景的海量涌现。由此，场景化商业模式创新在现实商业应用层面越来越广泛，并引起了学术界的高度关注。立足于商业模式新视角，探究场景构成要素、场景价值创造动因及其作用机理，以价值创造为核心，以情感体验、社群渠道、连接机制为场景的潜变量，论证了场景价值是基于顾客生活方式和生活细节的情感体验，并在特定消费情景中由企业与顾客共同创造、顾客自己独立创造出来的价值。研究成果打开了商业模式视角下对场景价值探究的黑箱，对现有企业商业模式创新设计提供了有益借鉴。

The Drivers of Scenario Value Co-creation in Business Model and Exploration on Action Mechanism

With the innovative application of the intelligent interconnection technology, the development trend of intellectualization, service, and emotion of the product is increasingly obvious. Customer's demand has highly coupled with time, geographical space, and emotional aspects, and this caused the mass emergence of business application scenarios. Hence, the innovation of scenario based business model is more widely used in real business application level, and, at the same time, it has aroused great concern in the academic circles. This paper is based on the new perspective of business model to explore the constituent elements of scenarios and scenarios' value creation and its action mechanism. This paper focuses on value creation and based on this put forward emotional experience, community channel, connection mechanism are scenario latent variables, and demonstrates that scene value is based on the emotional experience of customers' life style and details, and it is also created by the deep connection of customers and enterprise crossover, created in specific consumption situation, or created by customers alone. Once the black box of the value of the scene from the perspective of business model has been opened, the inner mechanism of scenario in value creation can be straightened up. Hope this paper will have some inspiration on existing business model innovation of enterprise.