关键词: 数字经济, 科技型在位企业, 商业模式演化, 商业模式冰山理论, 演化博弈

Abstract: The rapid development of digital economy has changed the business ecology that enterprises rely on for survival and development. As the important implementation subjects of national innovation-driven development strategy, high-tech incumbent enterprises are faced with a rapidly changing and uncertain environment full of opportunities and challenges. Therefore, high-tech incumbent enterprises need to continuously innovate business model to realize business model evolution, and then realize the dynamic match between business model and environment, so as to maintain and improve growth. Business model evolution has two evolution modes, including radical business model evolution and incremental business model evolution. Due to the great changes in the motivation and mode of business model evolution of high-tech incumbent enterprises under the background of digital economy, the evolution strategy has become an important issue that urgently needs an in-depth analysis. However, although the research on business model evolution has made some progress, there are still the following shortcomings: Firstly, the research on business model evolution in the new context of digital economy is far from enough. Secondly, the existing research on business model evolution mainly adopts the qualitative research method, by which it is difficult to describe the internal mechanism of business model dynamic evolution comprehensively, deeply and systematically. Thirdly, the research focusing on the choice of business model evolution strategy of high-tech incumbent enterprises based on the heterogeneities of micro-entities is particularly insufficient. Therefore, it is of great significance both in theory and practice to use evolutionary game analysis to explore the choice of business model evolution strategy of high-tech incumbent enterprises under the background of digital economy from a dynamic perspective based on the characteristics of enterprises.
Business model iceberg theory provides a theoretical framework for this study. Digital factors such as digital economy development level, digital capability and digital resource belong to the category of business model tacit knowledge. Introducing different digital factors into the research of business model evolution is helpful for deeply revealing the dynamic mechanism of choice of business model evolution strategy of high-tech incumbent enterprises under the background of digital economy. Therefore, rooted in the new context of digital economy, based on business model iceberg theory and evolutionary game theory and on the premise of cost differences between enterprises, this paper analyses the stable equilibrium strategy of business model evolution of enterprises under different situations by means of Stackelberg competition model and Cournot competition mode. On this basis, this paper discusses the evolution path and evolution stability of choice of business model evolution strategy of enterprises under the effects of digital economy development level, digital capability and digital resource through case analysis and simulation analysis. The results show that digital economy development level, digital capability and digital resource are the important factors affecting the choice of business model evolution strategy of enterprises. The higher the levels of digital economy development, digital capability and digital resource, the more inclined enterprises are to choose radical business model evolution. Under the same condition, enterprises with cost advantages are more willing to choose radical business model evolution than those with cost disadvantages. Digital economy development level, digital capability and digital resource have different effects on the choice of business model evolution strategy, among which digital economy development level has the most significant effect, followed by digital capability.
The marginal contributions of this paper are as follows: Firstly, this paper makes up for the shortage of a few existing researches on the business model evolution behavior of high-tech incumbent enterprises under the background of digital economy and on the basis of considering the heterogeneities of micro-entities, and provides a new perspective for the research of business model evolution behavior. Secondly, this paper supplements digital economy development level, digital capability and digital resource as the important contents of business model tacit knowledge, reveals the dynamic mechanisms of those three factors on the choice of business model evolution strategy of high-tech incumbent enterprises, and further enriches business model iceberg theory.
Based on the research conclusions, this paper puts forward the following policy suggestions: Firstly, managers of high-tech incumbent enterprises should combine their own professional knowledge to predict and weigh the expected benefits generated by the two business model evolution strategies under the effects of digital factors, and choose the most appropriate business model evolution strategy in line with the cost characteristics, resources and capabilities, development needs of enterprises and development of digital economy to realize the dynamic match between business model and environment. Secondly, high-tech incumbent enterprises need to predict the technical risk and market risk brought by the two business model evolution strategies in advance, take preventive measures to deal with different risks, and build a relatively stable business model that is compatible with technological innovation. Thirdly, high-tech incumbent enterprises should make full use of the favorable conditions created by digital economy to build digital resource space, improve digital capability, and then seize the opportunities of technological progress and market demand change, so as to realize business model evolution. Fourthly, when the condition is relatively mature, high-tech incumbent enterprises should actively use digital economy condition to support radical business model evolution, carry out pioneering innovation, and build core competitive advantage. When the condition of digital economy is insufficient, enterprises should gradually optimize business model through the iterative adjustment of business model to achieve sustainable development.

Key words: digital economy, high-tech incumbent enterprises, business model evolution, business model iceberg theory, evolutionary game