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中文摘要：
本文采用探索性单案例研究方法,以Zynga公司为案例研究对象,以该公司的商业模式演化过程为主线,从企业伦理视角探讨社交网络游戏企业的快经营商业模式.研究发现：快经营商业模式具有快速吸引用户、快速响应用户需求、持续黏附用户等特征;对于伦理价值与经济价值的不同追逐是快经营商业模式产生演化的根本原因;背离企业伦理的商业模式导致员工缺乏创新精神和管理者过度重视利益,而消费者、竞争者和合作者等相关者则都受到了利益侵害.
英文摘要：
Adopting an exploratory single case study method, this paper takes Zynga as the re- search object to explore the fast business model （FBM） of social network game enterprises from the perspective of business ethics, focusing on the FBM evolution of the company. The findings reveal that the basic characteristics of FBM include attracting customers quickly, responding quickly to customers＇ needs and improving customer loyalty continuously. The primary cause of the evolution of FBM is the differences in pursuing ethical value or economic value. A business model that deviates from business ethics will lead to a lack of innovation in employees and the management＇s overemphasis on profits. The interests of all stakeholders, including consumers, competitors and associates, will be compromised.
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