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3474基于社群的商业模式演化是互联网创业企业应对市场变化、实现超越发展的利器。本文通过小红书和得到商业模式演化的双案例研究，探究社群运营对互联网创业企业商业模式的持续性影响。研究发现：（1）数字时代下，随着社群影响的不断深入，互联网创业企业商业模式的价值主张、价值创造、价值传递和价值获取等维度不断递进和交互，进而实现商业模式闭环。（2）社群驱动下的互联网创业企业商业模式呈现阶段性演化特征。具体而言，社群构建期通过物质连接打通双边市场，形成市场适应型商业模式；社群发展期通过情感连接聚合多边用户，形成技术驱动型商业模式；社群成熟期通过生态连接创造社群红利，形成社群生态型商业模式。本研究丰富了商业模式创新的相关理论，为互联网创业企业利用社群进行可持续性商业模式创新这一复杂战略过程提供了较好的理论与实践启示。
互联网创业企业如何实现商业模式演化？——基于社群视角的双案例研究
摘要
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引用本文
项国鹏, 魏妮茜, 韩蓉. 互联网创业企业如何实现商业模式演化？——基于社群视角的双案例研究[J]. 外国经济与管理, 2023, 45(2): 134-152.
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