数字化情境下制药企业商业模式创新案例研究

Case Study on Business Model Innovation of Pharmaceutical Enterprises in Digital Context

摘要:

数字化情境下，商业模式创新是制药企业的必经之路。首先，本文通过对制药行业的头部企业开展探索性案例研究，从资源与渠道两方面出发，基于不同场景归纳出三种不同的商业模式；其次，从数字技术的视角分析企业与利益相关者的关键行为，总结出数字技术驱动企业商业模式创新的核心机制；最后，借助NICE属性框架（即新颖性（Ｎ）、锁定性（Ｉ）、互补性（Ｃ）、效率性（Ｅ）所构成的属性框架）对制药企业商业模式创新路径归纳总结，以指导中国情境下的制药企业实现商业模式转型升级。

关键词:制药企业;数字技术;商业模式创新;NICE属性

Abstract:

In digital context, business model innovation is the only way for pharmaceutical companies. First, This paper conducts exploratory case study method on the leading company of pharmaceutical industry, starting from two aspects in resource and channel; Second, the paper summarizes three different business models from different scenarios, and analyzes the key behaviors of companies and stakeholders from a perspective of digital technology, and sums up the core mechanism of digital technology-driven business model innovation;At last, the paper summarizes the path of pharmaceutical companies’ business model innovation with the help of the NICE attributes framework(i.e. the attribute framework composed of novelty (N), lock-in (I), complementarity (C) and efficiency (E)) to guide pharmaceutical companies to achieve the success of business model transformation and upgrading in Chinese context.

Key words:pharmacy company;digital technology;business model innovation;NICE attributes