From the perspectives of institution and strategy of organizational legitimacy, we give the definition of business mod⁃el legitimacy, and based on the dimensions of Scott’s theoretical framework on organizational legitimacy, we refine and define three dimensions of BM legitimacy. We suggest that there is a high degree overlap between the BM building process and the identification process of BM legitimacy. The sources of BM legitimacy depend on the possibility of establishing and cultivating generally consistent identity of all stakeholders on the generalized rule system mapped by the transaction framework. Based on the 349 executives survey data in Jiangsu and Zhejiang provinces, we confirm that the fit between three dimensions of BM legit⁃imacy have a significant positive impact on the stability of revenue and competitive position, but does not have a significant in⁃fluence on the stability of operating profit. Based on the general development of BM legalization, we propose the practical strat⁃egy framework to build and improve BM legitimacy from two perspectives of cognitive and learning content of executive team, as well as key driving elements management.%文章从组织合法性的制度视角和战略视角分别给出对商业模式合法性的概念界定，并基于Scott的组织合法性维度划分框架，提炼并界定BM合法性的三个维度。研究认为，商业模式的构建过程与其取得合法性认同的过程形成高度重叠，而BM合法性来源取决于能否建立、培育各利益相关方对交易框架所映射的广义规则系统形成普遍一致性认同。通过江、浙两地349份高管人员调研样本数据，揭示并验证BM合法性三维度之间的匹配（这种普遍一致性认同）对企业营业收入和竞争地位的稳定性具有显著正向影响，但未证实这种匹配对经营利润的稳定性有显著影响作用。基于BM合法化的一般发展进程，文章从高管团队认知和学习内容以及关键驱动要素管理两个角度，提出BM合法性构建、改进和提升的实践策略框架。
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