互联网券商的商业模式转型创新之路——“嘉信理财”案例

摘要

Based on the business model iceberg theory,the paper puts forward a business model named as SECI.In the paper,the business model,on the basis of the analysis of the four aspects of the value proposition,the value network,the competitive environment and the performance evaluation,is defined as the business system in which an enterprise value changes in accordance with value-added feedback from users.Using this model,this paper systematically analyzes the business model of the leading broker named as "JiaXinLiCai"in the Internet broker industry,and explores the innovation path of the financial business model in the sustainable situation.The research shows that the SECI business model analysis framework contributes a lot to enterprises business model iterative innovation.Enterprise achieves innovation through the socialization,externalization,combination and internalization process.JiaXinLiCai's development process sets a good sample for other domestic Internct brokers.Only if by converting the user value into the internal impetus of the business model,can the internet brokers achieve a successful transformation.The business model transformation of JiaXinLiCai reveals that with the comprehensive advantage of low cost and great size,the internet brokers will become the winner,occupying consumers and channel resources.%本文在商业模式冰山理论的基础上提出商业模式SECI模型.围绕内外部环境、价值主张、价值网络及价值体现四个方面,将商业模式定义为通过用户的价值增值反馈来使企业价值不断变化的商业活动系统.运用此模型,本文选取了互联网券商行业代表性案例“嘉信理财”,对其商业模式进行了系统分析,探讨了可持续价值创造的情境下金融商业模式的创新路径.研究表明:SECI商业模式分析框架对于企业的商业模式迭代创新具有指导意义.企业在创新商业模式时,可以根据SECI模型社会化,外部化,整合化,内部化的流程进行设计.“嘉信理财”的发展历程对于国内互联网券商具有充分的借鉴意义.互联网券商唯有将用户价值转化为其商业模式转型的内在推动力,根据用户的需求,转变经营方式才能实现成功转型;现阶段“嘉信理财”的商业模式转型也揭示了占据客户资源和渠道资源,具有成本、规模优势的综合性互联网券商将成为这场颠覆性变革的赢家.