1、 西安邮电 大学 毕 业 设 计（论 文） 外文文献翻译 学 院 ： 经济与管理学院 专 业： 市场营销 班 级： 营销 0802 学生姓名： 薛春林 导师姓名： 欧晓华 职称： 讲师 起止时间： 2010 年 12 月 20 日 至 2011 年 6 月 20 日 英文原文 Overview of business model A business model describes the rationale of how an organization creates, delivers, and captures value1 (economic, social, or other for
2、ms of value). The process of business model construction is part of business strategy. In theory and practice the term business model is used for a broad range of informal and formal descriptions to represent core aspects of a business, including purpose, offerings, strategies, infrastructure, organ
3、izational structures, trading practices, and operational processes and policies. The literature has provided very diverse interpretations and definitions of a business model. A systematic review and analysis of manager responses to a survey defines business models as the design of organizational str
4、uctures to enact a commercial opportunity2. Further extensions to this design logic emphasize the use of narrative or coherence in business model descriptions as mechanisms by which entrepreneurs create extraordinarily successful growth firms 3. Whenever a business is established, it either explicit
5、ly or implicitly employs a particular business model that describes the architecture of the value creation, delivery, and capture mechanisms employed by the business enterprise. The essence of a business model is that it defines the manner by which the business enterprise delivers value to customers
6、, entices customers to pay for value, and converts those payments to profit: it thus reflects managements hypothesis about what customers want, how they want it, and how an enterprise can organize to best meet those needs, get paid for doing so, and make a profit.4 Business models are used to descri
7、be and classify businesses (especially in an entrepreneurial setting), but they are also used by managers inside companies to explore possibilities for future development. Also, well known business models operate as recipes for creative managers.5 Business models are also referred to in some instanc
8、es within the context of accounting for purposes of public reporting. Over the years, business models have become much more sophisticated. The bait and hook business model (also referred to as the razor and blades business model or the tied products business model) was introduced in the early 20th c
9、entury. This involves offering a basic product at a very low cost, often at a loss (the bait), then charging compensatory recurring amounts for refills or associated products or services (the hook). Examples include: razor (bait) and blades (hook)； cell phones (bait) and air time (hook)； computer pr
10、inters (bait) and ink cartridge refills (hook)； and cameras (bait) and prints (hook). An interesting variant of this model is Adobe, a software developer that gives away its document reader free of charge but charges several hundred dollars for its document writer. In the 1950s, new business models
11、came from McDonalds Restaurants and Toyota. In the 1960s, the innovators were Wal-Mart and Hypermarkets. The 1970s saw new business models from FedEx and Toys R Us； the 1980s from Blockbuster, Home Depot, Intel, and Dell Computer； the 1990s from Southwest Airlines, Netflix, eBay, A, and Starbucks. T
12、oday, the type of business models might depend on how technology is used. For example, entrepreneurs on the internet have also created entirely new models that depend entirely on existing or emergent technology. Using technology, businesses can reach a large number of customers with minimal costs. B
13、usiness model frameworks There are various ways to define and conceptualize business models. In the following some of these conceptualizations are introduced. Business model canvas Business Model Canvas: Nine business model building blocks, Osterwalder, Pigneur, & al. 20101 Osterwalders work 16 propose a single reference model, called Business Model Canvas based on the similarities of a wide range of business model conceptualizations. It is nowadays one of the most used frameworks for describing the elements of business models.
