摘要
商业模式概念的兴起得益于上世纪九十年代互联网经济的高速发展。这一概念一出
世就给现实的商业世界带来了巨大影响，在世界范围内造就了一个个的财富神话。美国
的著名管理学家彼得德鲁克曾经一针见血地指出：“当今企业之间的竞争，不是产品之
间的竞争，而是商业模式之间的竞争。“商业模式的优劣高下能够明显地影响企业的经
营绩效，影响企业在市场上的获利能力、企业的核心竞争力、企业的行业内的知名度，
从而最终影响到企业的成长。而商业模式的创新路径各有不同，但商业模式创新的实质
在于价值创新。

本文旨在通过对国内外关于商业模式大量文献资料的查阅和对商业模式设计的研
究，以美国苹果公司为案例进而分析价值创新的商业模式，从而提出商业模式的创新路
径。本文的研究框架如下：
第 1 章绪论：对研究背景和意义进行阐述，并介绍本文的研究内容、方法、创新和不足
之处；
第 2 章文献综述：通过查阅大量国内外关于商业模式研究的文献资料，提出本文界定的
商业模式概念；
第 3 章商业模式的设计：在前文理论研究的基础上，提出并分析商业模式设计的原则、
影响因素、步骤和方法；
第 4 章依据上文研究的商业模式设计的原则、影响因素、方法及步骤，结合美国苹果公
司这一十分典型的价值创新的商业模式案例进行对应商业模式设计的研究；
第 5 章 根据本文的理论研究及案例分析，提出商业模式价值创新的路径。

关键词：价值创新，商业模式，商业模式设计

Abstract
The beginning of the conception of Business Model thanks to internet economy rapid
development in 90s last century.As soon as the birth of this conception ,it deeply influenced
real business world,and made a fortune myth in the world. A successful and viable business
model can significantly enhance the profitability of the enterprise, enhance the core
competitiveness of enterprises,and constantly enhance visibility within the business industry
to improve its position in the industry, ultimately bring sustainable benign growth. The
business model innovation path is different, but the essence of the value of innovation
business model innovation.
This article is designed to access and design of the business model of the large number of
documents about the business model at home and abroad, the Apple case analysis of the value
of innovation business model, and proposed business model innovation path.
The framework of this paper is following:
Chapter 1 introduction: Elaborate research background and significance, and describes the
research content, method, innovation and inadequacies;
Chapter 2 thread Literature Review: Access to a large number of domestic and international
literature on business model resarch, the paper defines the concept of business model;
Chapter 3 the design of the business model: the first on the basis of theoretical
studies,proposed and analysis of the business model design principles, influencing factors,
steps and methods;
Chapter 4 based on the business model of the above design principles, influencing factors,
methodsand procedures, combined with Apple’s innovative business models typical value
case correspondence analysis business model design;
Chapter 5 based on the theoretical research and case analysis, the value of business model
innovation path.
Key word: The Value of Innovation, Business Model, Business Model Design