二元价值容介态视角下的商业模式创新策略：基于海尔集团案例

摘要

从二元价值容介态理论视角出发，采用案例研究方法，以海尔集团为案例对象，本文研究了商业模式创新策略。研究发现，围绕二元价值的容介均衡，商业模式创新从价值定位和价值传递两方面展开。在价值定位方面采用了突出个性化的设计、多样化的功能、智能化的使用和整体化的产品等策略，在价值传递方面采用了拓展销售渠道类型和作用、提供更多价值增值的服务活动等策略。%Based on dualistic value Rong-Jie state theory, the paper takes Haier Group as a case to study how to innovate. The study shows that Haier Group innovated business model by grasping the motion process of dualistic value ,which is embodied in the domains of value proposition and value deliverance. The innovation of value proposition is embodied in personalization, diversiifcation, intelligence, integration. The innovation of value deliverance is embodied in channel innovation and business process. The tatics of value proposition innovation is to highlight personalization, diversification, intelligence and integration. The tatics of value proposition is to expand sales channel and provide more value-added activities.