商業模式圖

商業模式圖（英語：Business Model Canvas，縮寫：BMC），或稱商業模式九宮格，是用於描述企業組織開發新商業模式以及記錄現有商業模式的战略管理範本圖。它提供了一個視覺圖表，其中包含描述公司或產品的價值主張（英语：Value proposition）元素、基礎設施、客戶及財務，通過說明潛在的權衡，幫助企業調整其活動。被稱為商業模式圖的商業模式設計範本的9個構面最初是由亞歷山大·奧斯特瓦德（英语：Alexander Osterwalder）在2005年提出的，基於在伊夫·皮尼厄（英语：Yves Pigneur）之商業模式本體指導下工作。自2008年左右奧斯特瓦德發佈的作品以來，他開發了一些相關工具，如價值主張圖和文化地圖，並且還出現了針對特定領域市場的新畫圖。 在商業模式圖設計範本的9個構面中，又區分成4大導向： 商業模式圖可以在大表面上列印出來，以便一群人可以共同開始草圖和討論帶有便利貼或電路板標記討論商業模式元素。它是根據Strategyzer AG的知识共享许可协议授權條款分發，可以不受任何限制地用於建造模式業務。 商業模式圖已被使用和調整，以適應特定的業務場景和應用程式。舉例包括：產品市場媒合度（英语：Product/market fit）、供应链、现金流量和內部溝通（英语：Internal communications）等。 商業模式圖的特點是靜態的，因為它沒有即時捕捉策略的變化或模型的演變、沒有關於元件之間的交互以及如何使這個模式工作的詳細信息。範本的一些限制是它專注於組織，以及隨之而來的概念與環境的隔離，這與行業結構或社會和自然環境等利益相關者有關。 商业计划 獨特銷售主張 業務流程模型（英语：Business process modeling） 業務參考模型（英语：Business reference model） 產品市場媒合度（英语：Product/market fit） Osterwalder, Alexander; Pigneur, Yves; Clark, Tim. Business Model Generation: A Handbook For Visionaries, Game Changers, and Challengers. Strategyzer series. Hoboken, NJ: John Wiley & Sons. 2010. ISBN 9780470876411. OCLC 648031756.  With contributions from 470 practitioners from 45 countries. Barquet, Ana Paula B., et al. "Business model elements for product-service system". Functional Thinking for Value Creation. Springer Berlin Heidelberg, 2011. 332–337: They stated that "The Canvas business model was applied and tested in many organizations (eg IBM and Ericsson), being successfully used to easily describe and manipulate business models to create new strategic alternatives." De Reuver, Mark, Harry Bouwman, and Timber Haaker. "Business model roadmapping: A practical approach to come from an existing to a desired business model". International Journal of Innovation Management 17.01 (2013): They described the business model canvas as the "Most prominent... popular tool that makes it simple for practitioners to design business models in a creative session." Osterwalder, Alexander. What is a business model?. business-model-design.blogspot.com. 2005-11-05 [2019-06-19]. （原始内容存档于2006-12-13）. ... we could define a business model as a simplified description of how a company does business without having to go into the complex details of all its strategy, processes, units, rules, hierarchies, workflows, and systems. However, now that we know that the business model is a simplified representation of how we do business, we still have to decide which elements to describe. A synthesis of literature shows that there are mainly 9 building blocks to help us describe a business model ...  Osterwalder, Alexander. The Business Model Ontology: A Proposition In A Design Science Approach (PDF) (学位论文). Lausanne: University of Lausanne. 2004 [2022-10-26]. OCLC 717647749. （原始内容 (PDF)存档于2011-05-11）.  See also: Osterwalder, Alexander; Pigneur, Yves; Tucci, Christopher L. Clarifying business models: origins, present, and future of the concept. Communications of the Association for Information Systems. 2005, 16 (1): 1. doi:10.17705/1CAIS.01601 .  Osterwalder, Alexander. What is a business model?. business-model-design.blogspot.com. 2008-07-02 [2018-10-17]. （原始内容存档于2008-09-06）.  Carton, Guillaume. The Story Behind the Business Model Canvas. Entrepreneur & Innovation Exchange. 2021-08-02 [2022-10-26]. （原始内容存档于2022-10-09） （英语）.  完整掌握商業模式圖：圖文解析、案例練習及模式圖沒告訴你的事！. 零一行銷. 2019-11-28 [2020-12-04]. （原始内容存档于2020-12-04）.  吳建銘、林靈. 臺中區農業專訊第105期(108年06月)-農業傳播與行銷資訊 出刊了！. 行政院農業委員會臺中區農業改良場. 2019-06: 17–18 [2020-08-12]. （原始内容存档于2020-08-12）.  Can I use the Business Model Canvas or Value Proposition Canvas in my own teachings or public projects?. support.strategyzer.com. [2015-03-22]. （原始内容存档于2018-04-02）.  Business Model Canvas for User Experience. grasshopperherder.com. 2012-06-19 [2012-06-20]. （原始内容存档于2019-11-04）.  Lean Model Canvas vs. Business Model Canvas. practicetrumpstheory.com. [2014-04-25]. （原始内容存档于2014-04-26）.  Internal Communication Canvas. eee.do. 2016-04-28 [2016-05-28]. （原始内容存档于2022-12-03）.  Sinkovics, Noemi; Sinkovics, Rudolf R.; Yamin, Mo. The Role of Social Value Creation in Business Model Formulation at the Bottom of the Pyramid – Implications for MNEs?. International Business Review. 2014, 23 (4): 692–707. doi:10.1016/j.ibusrev.2013.12.004 .  Romero, María Camila; Sánchez, Mario; Villalobos, Jorge. Business model loom: a pattern-based approach towards the definition of business models. Hammoudi, Slimane; Maciaszek, Leszek A.; Missikoff, Michele M.; Camp, Olivier; Cordeiro, José (编). Enterprise Information Systems: 18th International Conference, ICEIS 2016, Rome, Italy, April 25–28, 2016, Revised Selected Papers. Lecture Notes in Business Information Processing 291. Cham: Springer-Verlag. 2017: 463–487. ISBN 9783319623856. OCLC 992990130. doi:10.1007/978-3-319-62386-3_21. The critical problem with current business model representations is the focus on a structural dimension (e.g., Osterwalder's Canvas, or Gordijn's e3-value). In particular, they leave (mostly) aside the specification of how business models components interact and behave in order to make the model work. Therefore, only a partial understanding of the business can be achieved with these business models.  Searle, Nicola; White, Gregor. Towse, Ruth; Handke, Christian , 编. Business Models. In Handbook on the Digital Creative Economy (Cheltenham, UK and Northampton, MA, USA: Edward Elgar Publishing). 2013: 45–56. ISBN 9781781004876. doi:10.4337/9781781004876.00014.  Bocken, N.M.P.; Rana, P.; Short, S.W. Value mapping for sustainable business thinking. Journal of Industrial and Production Engineering. 2015, 32 (1): 67–81. doi:10.1080/21681015.2014.1000399 .  Sparviero, Sergio. The Case for a Socially Oriented Business Model Canvas: The Social Enterprise Model Canvas. Journal of Social Entrepreneurship. 2019, 10 (2): 232–251. doi:10.1080/19420676.2018.1541011 .