关键词: 商业模式创新, 商业模式设计, 商业模式分类, 1P理论, 模式营销, 战略营销

Abstract:

This paper reveals that the key of business model innovation lies in the cross category innovation. Through scanning the network value in business ecosystem, discovering and selecting the logic, structure and content of the creation and trade of network value, and integrating with third party to share the cost and price of products, a firm can gain the new competitive advantage, breach the limit of business strategic pricing and make profits under the product price less than average cost. 1P business model design subverts the traditional ideas of putting on the target customer value proposition in the center of model design, puts pricing on the center position, takes the logic and transaction structure of network value as the soul of business model design, and refers the positioning and locking of the third party pay to the unprecedented height and as the core task of 1p business model design. The logic and method of 1P business model design are clear, simple and suitable for all kind of enterprises. It can solve the core problem of classification, business model innovation and design, but also that of how to make use of business model alternative to do marketing.

Key words: 1P business model, classification, innovation, design, marketing, pricing