Evaluation of The Business Models, Internet Enterprises in Turkey

Yıl 2020, Cilt: 18 Sayı: 35, 141 - 159, 31.01.2020

Mustafa Halid Karaarslan

https://doi.org/10.35408/comuybd.569450

Öz

İş modeli bir girişimin hangi
müşteriye hangi değeri sunacağı ve karşılığında nasıl gelir elde edeceği ile
ilgili bir kavramdır. İş modeli ile ilgili çalışmalar daha öncesinde
başlamasına rağmen internet girişimlerinin oluşmasıyla yoğunlukla tartışılmaya
başlamıştır. İnternet; girişimlerin müşteriye erişimlerini kolaylaştırdı, maliyetlerini
düşürdü ve gelirlerini çeşitlendirme olanağı sağladı. Ancak internetle birlikte
işletmelerin rakiplerinin sayısında hızlı bir artış oldu. Bu durum onların
rekabetçi olabilmek için iş modellerinde yenilik yapmaya zorladı. Çalışma
kapsamında 5 internet girişimcisi ile mülakat yapılarak iş modelleri
belirlenmiştir. Araştırma sonucunda Türk internet girişimlerinin iş modellerini
belirlerken özellikle tüketicilere yönelik ücretli hesaplardan kaçındıkları
gelirlerini çeşitlendirme konusunda çekimser kaldıkları bulunmuştur. Bu durumun
Türkiye pazarının büyüklüğü, tüketici davranışındaki farklılıklar ve Türk
girişimcilerin sermaye bulabilme kapasitelerinden kaynaklanabileceği
değerlendirilmiştir. Bu sebeple Türk girişimlerinin büyüme hızlarının düşük
kaldığı ve maliyetleri kontrol etmek için fazladan çaba sarf ettikleri sonucuna
ulaşılmıştır.

Anahtar Kelimeler

İş Modeli, İnternet Girişimi, Türkiye

Evaluation of The Business Models, Internet Enterprises in Turkey

Öz

The business
model is a concept of an enterprise offer which customers value and how revenue
is generated. Although work on the business model started earlier, it has been
intensively discussed with the emergence of internet enterprises. Enterprises
through the internet; facilitated access to customers, lowered their costs and
enabled them to diversify their revenues. But with the Internet, there has been
a rapid increase in the number of competitors. This forced them to innovate in
business models to be competitive. In the scope of the study, interviews were
made with 5 internet entrepreneurs and business models were determined. As a
result of the research, it has been found that Turkish internet entrepreneurs
are reluctant to diversify their income and they are hesitant for paid accounts
especially for consumers when determining business models. The reason for this
condition; the size of the market situation of Turkey, consumer behavior
characteristics and Turkish entrepreneurs’ capacity to find capital was
evaluated. As a result, it has been observed that the Turkish enterprises have
had low growth rates and made extra efforts to control costs.

Anahtar Kelimeler

Business Model, Internet Enterprises, Turkey

Kaynakça

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