什么是商业模式？如何制定商业模式？商业模式画布是什么？

关于商业模式，学术界和企业界对其的认知都存在很多谬误和偏差。DaSilva 和Trkman在2014梳理了大量的的文献，发现很多人将商业模式与战略（Strategy）混为一谈。很多人也将商业 模式和盈利模式、业务模式等混为一谈。商业模式和战略存在本质差别。商业模式更关注短期；商业模式更关系企业短期如何运营。商业模式是指为实现客户价值大化，把能使企业运行的内外各要素整合起来，形成一个完整的高效率的具有独特核心竞争力的运行系统，并通过优实现形式满足客户需求、实现客户价值，使系统达成持续赢利目标的整体解决方案。商业模式是一个企业创造价值的核心逻辑，价值的内涵不仅仅是创造利润，还包括为客户、员工、合作伙伴、股东提供的价值，在此基础上形成 的企业竞争力与持续发展力。为了弄清楚商业模式的真正定义，我阅读了一些高引得英文论文，并找到了解释。Amit和Zott(2001)指出，商业模式是为了通过利用商业机会来创造价值，从而设计的交易内容、 交易结构和对交易的治理方式。Business model is the content, structure, and govenance oftransactions designed so as to create value through theexploitation of business oportunities (Amit and Zott, 2001).Zott和Amit (2007)又指出，商业模式阐明了一个组织是如何与外部的利益相关者联系在一起 的，以及如何与这些利益相关者进行经济交换来为这些交易伙伴创造价值。 A business model elucidates how an organization islinked to external stakeholders , and how it engages in economicexchanges with them to create value for all exchange partners(Zottand Amit 2007). 其他的学者也对商业模式进行了界定和解释说明。（懒得翻译了大家自己看） The businessmodel is commonly described and reflects on (1) organizationaldesign, (2) the resource-based view (RBV) of the firm, (3)narrative and sensemaking, (4) the nature of innovation , (5) thenature of opportunity , and (6) transactive structures(George andBock, 2011) Roehrich and Llerena(2011) define the business model asthe interface between value propositions to customers and theposition of the firm in the value network and they categorize theactors in two categories, on the one hand the supply network(innovator, producer and provider) and on the other hand the demandnetwork considering that the applier , user and payer are not thesame always. Rather than describing business model as an inadequatemanagement “approach”, it is better to describe it as an“incomplete approach”. A business model focuses the attention ofthe strategist on decisions that have short-term consequences.However, a business model does not tell the strategist to disregardthe company’s strategy when deciding how the company should reactto upcoming contingencies(DaSilva and Trkman, 2014)