王慧颖 曹海林

摘  要：在数字化、网络化的背景下，第四方物流企业面临更加动态不确定的环境，如何创新商业模式以获得持续竞争优势成为当务之急。文章引入商业生态系统理论，在分析第四方物流平台的商业生态系统构成与演化的基础上，从定位、业务系统、关键资源能力、盈利模式、财务模式等方面具体分析了该类企业进行商业模式创新的路径：首先，要明確企业自身在所处商业生态系统中的核心领导地位以及市场定位;其次，以提升服务的质量和种类为创新突破口，整合业务系统;再次，从内部和外部两个方向出发，不仅进行技术创新，而且建立协调有序的伙伴关系，发展企业核心资源及能力;最后，盈利方式多元化，增加增值服务收入，优化成本结构与融资渠道。研究结论可为第四方物流企业升级重构商业模式、提升自身及系统竞争力提供启发和借鉴。

关键词：商业生态系统;第四方物流企业;商业模式创新;商业模式六要素

中图分类号：F250    文献标识码：A

Abstract： Under the background of digitalization and networking， the fourth party logistics enterprises are facing a more dynamic and uncertain environment. How to innovate the business model to obtain sustainable competitive advantage has become a top priority. This paper introduces the business ecosystem theory， analyzes the composition and evolution of the business ecosystem of the fourth party logistics platform， and analyzes the path of business model innovation from the positioning， business system， key resource capabilities， profit model， financial model and other aspects： first， it is necessary to clarify the core leadership position of the enterprise in the business ecosystem; secondly， to improve the quality and types of services as a breakthrough point for innovation， to integrate business systems; thirdly， from the internal and external directions， not only to carry out technological innovation， but also to establish a coordinated and orderly partnership to develop the core resources and capabilities of enterprises; finally， to diversify the way of profit， increase value-added service revenue， optimize the cost structure and financing channels avenue. The research conclusions can provide inspiration and reference for the fourth party logistics enterprises to upgrade and reconstruct their business model， construct the competitive strategy of business ecosystem， and enhance their own and system competitiveness.

Key words： business ecosystem; fourth party logistics enterprise; business model innovation; six elements of business model

随着互联网的发展与网络技术的不断创新，为解决由于信息不对称造成的车辆空驶与人（货）等待并存的状态，近几年国内物流信息平台的数量呈线性递增，据不完全统计，自2014年以来，涌现出约180余家车货匹配平台[1]。然而很多信息服务平台存在着服务类型单一化、同质化、信息采集有限、交互与共享机制不完善等问题，导致其进一步的发展受到制约，究其原因，主要在于服务创新能力的缺失[2]。……