BOP市场的价值开发与实现路径研究

文章以价值为导向研究企业面向BOP市场的价值开发与实现路径。首先,在文献研究的基础上,构建了企业面向BOP市场价值开发与实现的一般理论分析框架,该理论分析框架包括价值发现、价值主张、价值创造、价值传递、价值实现和价值网络六个维度,其中价值发现、价值创造、价值传递和价值实现是企业面向BOP市场价值开发与实现路径的核心内容,价值主张为核心内容的开展提供指导,价值网络为核心内容的开展提供支持;之后,运用案例研究方法,以4家天津电动自行车企业为研究对象,对这一理论分析框架进行验证,以期为其他行业开发BOP市场提供参考。

A Research on Value Development and Realizing Paths of BOP Market

The paper carries out a value-oriented study on value development and realizing paths of BOP markel-oriented en terprises. First of all, on the basis of literature review, it constructs a general theory analysis framework of development and re alization of value of BOP market-oriented enterprises, which includes value discovery, value proposition, value creation, value delivery., value realizing and value network. Among the six dimensions value discovery, value creation, value delivery and value realizing are the core contents of the development and realizing paths of BOP market-oriented enterprises, while val ue proposition offers guidelines and value network provides support for development of the core contents. Then, the paper applies ease study method, by taking 4 Tianjin electric bieycle enterprises as the research object, to validate the theoretieal anal ysis framework in order to provide references for other industries.