商业模式创新：超越技术问题-------外文翻译.doc

What is a business model?
Every company has a business model, whether they articulate it or not. At its heart, a business model performs two important functions: value creation and value capture. First, it defines a series of activities, from procuring raw materials to satisfying the final consumer, which will yield a new product or service in such a way that there is net value created throughout the various activities. This is crucial, because if there is no net creation of value, the other companies involved in the set of activities won’t participate. Second, a business model captures value from a portion of those activities for the firm developing and operating it. This is equally critical, for a company that cannot earn a profit from some portion of its activities cannot sustain those activities over time.
商业模式的定义
每个公司都有其商业模式，无论他们是否能清楚地表明。商业模式有两个核心功能：价值创造和价值获取。首先，它界定了一系列诸如从原材料采购到满足终端顾客等关键环节。这些关键环节使得产品或服务产生同时包含着净值。这至关重要，因为如果没有价值净创造，其他相关公司是不会参与的。其次，公司开发并运营商业模式，而商业模式则保证其从关键环节中获取部分价值。这也同样重要，无法从价值创造的关键环节获取利润的公司是不会持久的。
商业模式在价值创造和价值获取两方面可能是相互制约的。例如，如果替代品价值较低，高价值附加的技术能使公司轻易获得利润。但是很多情况下顾客并不愿意购买（鉴于价格、可获性以及运送和服务问题）。于是，推广技术，以使其更具吸引力，却使价值获取反而更困难。所以，这对矛盾因素间需要平衡。
如何界定商业模式？“商业模式”一词已司空见惯，却很少有明确的定义。哈佛大学名誉教授理查德•S•罗森布鲁姆（Richard S. Rosenbloom）和我做了一个明确有效的界定（见表1）。