基于价值网的苹果公司商业模式研究

发布时间：2018-08-07 19:10

【摘要】：苹果公司的成功引起了广泛的关注,作为消费类电子产品的领先者,苹果公司的竞争优势不仅体现在乔布斯的企业家精神、产业整合、产品创新等方面,更重要的是其独特的商业模式。作为利益相关者的交易结构,商业模式的价值创造不仅取决于企业本身,还与各个相关利益主体有关,苹果公司的商业模式突破了传统的价值链,是基于价值网的商业模式。现有的从资源能力理论和行业结构理论出发对苹果竞争优势的研究都未能全面揭示苹果竞争优势的来源,基于价值网的商业模式把企业内部资源和外部环境结合起来,造就了苹果公司独特的竞争力。本文提出了苹果公司基于价值网的商业模式结构模型,研究了苹果公司外部价值网络和内部价值网络的组成,剖析了苹果公司外部价值网络的结构及其特征,从价值主张、价值支撑、价值实现及价值保持等几个方面分析了苹果公司的内部价值网络,总结了苹果基于价值网的商业模式创新的意义和启示。本文的研究表明苹果公司以产品为中心构建价值网进行商业模式创新是其竞争优势的来源：苹果在搭建一个具有竞争力的内部价值网基础上,以完美的产品为核心,吸引合作伙伴参与构建外部价值网,把资源能力互补的合作伙伴整合在一起,共同创造价值,为顾客提供由完美的产品和丰富的内容服务组成的体验式消费平台,创造了全新的商业模式。其产品先发优势建立的相对封闭的价值网生态系统以及产品的高度融合性和可定制性形成的产品平台的黏着力,使苹果公司形成了有效的利润保护机制,构成了苹果持续竞争优势的基础。本文主要创新点在于从价值网这一新的视角研究苹果公司的商业模式,分别从外部和内部两个方面揭示苹果公司的价值网络,总结出苹果基于价值网的商业模式创新及其启示,为我国企业进行商业模式创新实践活动提供借鉴参考。
[Abstract]:Apple's success has attracted widespread attention. As a leader in consumer electronics, Apple's competitive advantage is not only reflected in Jobs' entrepreneurial spirit, industrial integration, product innovation, and so on. More important is its unique business model. As the trading structure of stakeholders, the value creation of business model depends not only on the enterprise itself, but also on the relevant stakeholders. Apple's business model breaks through the traditional value chain and is based on value net. The current research on Apple's competitive advantage based on the theory of resource ability and industry structure has not fully revealed the source of Apple's competitive advantage, and the commercial model based on value net combines the internal resources with the external environment. Created the unique competitiveness of Apple. This paper puts forward the structure model of Apple's business model based on value net, studies the composition of Apple's external value network and internal value network, and analyzes the structure and characteristics of Apple's external value network. This paper analyzes the internal value network of Apple Company from the aspects of value support, value realization and value maintenance, and summarizes the significance and enlightenment of the innovation of Apple's business model based on value net. The research in this paper shows that the core of Apple's competitive advantage is to build a product-centric value net for its business model innovation: Apple takes the perfect product as its core on the basis of building a competitive internal value network. To attract partners to participate in the construction of external value networks, to integrate partners with complementary resources, to create value together, to provide customers with an experiential consumption platform composed of perfect products and rich content services. Created a new business model. The relatively closed value web ecosystem established by the first-mover advantage of its products, as well as the adhesive force of the product platform formed by the high degree of integration and customization of the products, has enabled Apple to form an effective profit protection mechanism. Constitute the basis of Apple's continued competitive advantage. The main innovation of this paper is to study Apple's business model from the perspective of value net, to reveal Apple's value network from external and internal aspects, and to summarize the innovation of Apple's business model based on value net and its enlightenment. It provides reference for Chinese enterprises to carry out business model innovation practice.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F416.63

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