商业模式与新进入者领先:来自电动汽车产业的实证研究

摘要

This paper explores why new entrants,instead of incumbents with resource advantages,are leading the electric vehicle industry from business model perspective.We focus on four selected cases,BYD and SAIC from China,and T ES-LA and GM from the U.S.,one new entrant and one incumbent from both countries.Based on interviews,visits and lit-erature research,w e find that there are distinctive differences in the business model betw een new entrants and incum-bents,and value propulsion better fit electric vehicle technologies,vertical integration value network,and cost-revenue model with low variable cost are critical reasons for new entrants to lead.This paper helps to get a better understanding on two questions.One is how new entrants leverage business model to lead when incumbents have already applied new tech-nologies.The other is what business model helps firms to lead in electric vehicle industry better.%从商业模式视角探索为何目前在电动汽车市场上处于领先地位的是新进入者而非在资源上更具优势的在位者.分别在中美两国选择新进入者比亚迪和特斯拉及在位者上汽和通用汽车进行案例研究.基于专家访谈、实地参观和文献调研发现,新进入者和在位者商业模式存在显著差异,发挥电动汽车技术特性价值主张、垂直整合价值网络和可变成本较低的收支结构是新进入者获取领先优势的重要因素.丰富了现有关于新进入者创新及电动汽车产业商业模式的研究,有助于加深对两个问题的理解:一是当在位者比新进入者更早采用新技术时,新进入者应如何利用商业模式取得领先地位;二是哪种商业模式更有利于企业在电动汽车产业市场上获取领先地位.