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基于产业价值链视角的手机产业商业模式创新研究

发布时间:2018-05-01 05:34

  本文选题:产业价值链 + 商业模式创新 ; 参考:《南京财经大学》2013年硕士论文


【摘要】:当企业经营出现问题,特别是如果它曾拥有成功经历时,大家往往将批评的重点集中在不合时宜的产品、技术研发的落后以及懒散自满的经营机制等。这些解释貌似合理,但其中都没触及本质。正如管理大师彼得德鲁克所说:“当今企业之间的竞争,不是产品之间的竞争,而是商业模式之间的竞争。”每个成功的企业都是有自己商业模式的企业。而商业模式并非一成不变的,它需要不断创新。商业模式的创新带来的效果往往会远胜于企业在技术、产品或管理制度等方面的创新。手机产业一直被认为是技术主导的产业,但2007年苹果公司的进入改变了整个产业的格局。在手机产业内苹果公司既不掌握核心技术,也不是技术的原创者,但它能够把技术巧妙的融合集成到产品里,然后通过商业模式的创新,获得令同行垂涎的高额毛利润。这对一直处在产品同质化、利润过低和依靠价格战生存的国产手机企业来说是重要的启示,通过学习国外企业的成功经验,建立自己的商业模式,在激烈竞争中能够维持健康生存和发展。 对于商业模式创新的研究,不同的学者研究的角度不同。本文根据前人从价值链视角对商业模式创新研究的基础上,从产业价值链入手分析手机商业模式创新。首先,分析产业价值链和商业模式创新的内在关系。商业模式是在产业价值链上的定位,商业模式创新是在产业价值链上的活动。其次,分析手机商业模式创新机制,包括商业模式创新的目标、过程、类型及评价。并分别选取了在模拟通讯时期和数字通讯时期手机产业内的领导企业摩托罗拉、诺基亚公司,对其商业模式进行描述和评价,以验证基于产业价值链商业模式创新的有效性。然而,由于3G时代手机产业技术的革新而带来产业价值链各环节价值的变动,需要商业模式创新。根据对手机商业模式创新分析,,本文构造出3G时代手机商业模式——延展创新型商模式,并通过产业新贵苹果公司得以验证。这必将对处在3G时代的国产手机产业具有一定的启示和指导意义。
[Abstract]:When a business has a problem, especially if it has had a successful experience, people tend to focus their criticism on outdated products, backward technology research and development, and lazy and complacent management mechanism. These explanations may seem reasonable, but none of them touch upon the essence. As management guru Peter Drucker put it: "the competition between enterprises today is not between products, but between business models." Every successful enterprise is one with its own business model. The business model is not static, it requires constant innovation. The innovation of business model often outperforms the innovation of technology, product or management system. The mobile phone industry has long been considered a technology-dominated industry, but Apple's entry in 2007 changed the landscape of the industry. Apple has neither core technology nor originator in the mobile phone industry, but it is able to integrate technology cleverly into its products, and then earn the big gross profits coveted by its peers through innovative business models. This is an important revelation for domestic mobile phone enterprises that have been in the process of homogenization of products, too low profits and rely on price war to survive. By learning from the successful experience of foreign enterprises, we can establish our own business model. In the fierce competition can maintain healthy survival and development. For the study of business model innovation, different scholars study from different angles. Based on the previous researches on business model innovation from the perspective of value chain, this paper analyzes the innovation of mobile phone business model from the industrial value chain. First of all, it analyzes the intrinsic relationship between industrial value chain and business model innovation. Business model is the orientation of industrial value chain, and business model innovation is an activity in industrial value chain. Secondly, it analyzes the innovation mechanism of mobile phone business model, including the target, process, type and evaluation of business model innovation. In order to verify the effectiveness of innovation of business model based on industrial value chain, Motorola and Nokia, the leading companies in the mobile phone industry during analog communication period and digital communication period, are selected to describe and evaluate their business models. However, due to the innovation of mobile phone industry technology in 3G era, the value of each link in the industrial value chain changes, which requires the innovation of business model. Based on the analysis of the innovation of mobile phone business model, this paper constructs the 3G mobile phone business model-extended innovative business model, which is verified by the new industry Apple. This will be in the 3G era of domestic mobile phone industry has a certain enlightenment and guidance significance.
【学位授予单位】:南京财经大学
【学位级别】:硕士
【学位授予年份】:2013
【分类号】:F426.63

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