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  3. The term "business model" first came into widespread use with the invention of the personal computer and the spreadsheet (空白表格程序

The term "business model" first came into widespread use with the invention of the personal computer and the spreadsheet (空白表格程序

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问题    The term "business model" first came into widespread use with the invention of the personal computer and the spreadsheet (空白表格程序). Before the spreadsheet, business planning usually meant producing a single forecast. At best, you did a little sensitivity analysis around the projection. The spreadsheet ushered in a much more analytic approach to planning because every major line item could be pulled apart, its components and subcomponents analyzed and tested. You could ask what-if questions about the critical assumptions on which your business depended—for example, what if customers are more price-sensitive than we thought?—and with a few keystrokes, you could see how any change would play out on every aspect of the whole. In other words, you could model the behavior of a business. Before the computer changed the nature of business planning, most successful business models were created more by accident than by elaborate design. By enabling companies to tie their marketplace insights much more tightly to the resulting economics, spreadsheet made it possible to model business before they were launched.
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答案 “商业模式”这一术语最先是随着计算机和空白表格程序的问世而广泛传播的。在空白表格程序出现之前，商业计划往往意味着就某种情况提出一种单一的预测。你充其量只能对项目做出一些敏感性分析。而空白表格程序为计划引入了更全面的分析方法，因为表格的每个主要列项可以拆开，因而可以分析和测试其成分和细节。你可以对商业所依赖的关键假设做出推测，比如，顾客对价格的敏感度要是超过了我们的想象，我们该怎么办?你只需敲几下键盘就可以看到整体中各个组成部分所起的任何变化。换言之，你可以制定商业行为的模式。计算机改变了商业计划的本质，在此之前，绝大多数成功商业模式的形成是出于偶然，而非事先精心设计。空白表格程序能使企业把对市场的洞察与随之而来的经济活动更紧密地联系起来，因而能够事先制定出商业模式。
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