基于价值链视角的商业模式创新研究

发布时间：2019-02-16 11:53

【摘要】：随着网络经济时代的到来，企业经营的商业环境在不断地发生变化，相应地也引起了企业竞争形式和焦点的变化。在竞争实践中，越来越多的企业高层管理者认识到，商业模式正逐渐成为获取竞争优势的关键因素。正如管理学大师彼得德鲁克所言，“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”。商业模式创新致力于构建企业新的竞争优势，与价值链的主张不谋而合，这也启示我们可以从价值链的视角分析商业模式的创新问题。本文首先对商业模式创新的国内外相关研究进行了回顾和梳理，在此基础上选定本文的研究视角——基于价值链视角的商业模式创新研究。然后分析了网络经济背景下企业价值链的内容，从价值链的角度确立了商业模式的涵义和四个构成要素：价值主张、运营模式、界面模式和盈利模式。接下来，分析了商业模式创新的理论基础，从价值链各活动和主体的角度对商业模式诸要素的创新进行分析，提出了基于市场营销和顾客的价值主张创新、基于企业内部业务流程再造的运营模式创新、基于外部价值链的界面模式创新和平台化的盈利模式创新四个商业模式创新的路径，并论述了商业模式创新的评估方法。最后，选取居泰隆家居为案例，对其商业模式创新进行了研究。通过本文的研究，笔者认为，价值链和商业模式都是一种价值创造逻辑，，能够构建企业的竞争优势，价值链的活动和主体与商业模式要素之间的对应关系为价值链视角的商业模式创新提供了依据。用价值链视角分析商业模式创新具有多条路径，因此，企业管理者在设计商业模式的创新路径时要从多个角度进行分析和评估。价值链视角为企业商业模式创新提供了一个有效的分析工具，能有效地指导企业管理者在网络经济时代更好地引领企业从优秀走向卓越。
[Abstract]:With the arrival of the era of network economy, the business environment of enterprise management is constantly changing, and it also causes the change of enterprise competition form and focus. In competition practice, more and more senior managers realize that business model is becoming the key factor to gain competitive advantage. As management guru Peter Drucker put it, "the competition between enterprises today is not between products, but between business models." Business model innovation is committed to building new competitive advantage of enterprises, which coincides with the idea of value chain, which also enlightens us to analyze the innovation of business model from the perspective of value chain. In this paper, the domestic and foreign research on business model innovation is reviewed and combed at first, and on this basis, the research perspective of this paper is selected: the business model innovation research based on the value chain perspective. Then it analyzes the content of enterprise value chain under the background of network economy, and establishes the meaning and four elements of business model from the angle of value chain: value proposition, operation mode, interface model and profit model. Then, it analyzes the theoretical basis of business model innovation, analyzes the innovation of various elements of business model from the angle of value chain activities and main body, and puts forward the innovation based on marketing and customer value proposition. There are four ways of business model innovation based on internal business process reengineering (BPR), interface model innovation based on external value chain and profit model innovation based on platform, and the evaluation methods of business model innovation are discussed. Finally, the paper studies the innovation of its business model. Through the research of this paper, the author thinks that the value chain and the business model are both a kind of value creation logic, which can construct the competitive advantage of enterprises. The activities of the value chain and the corresponding relationship between the main body and the elements of the business model provide the basis for the innovation of the business model from the perspective of the value chain. There are many ways to analyze the innovation of business model from the perspective of value chain. Therefore, when designing the innovation path of business model, enterprise managers should analyze and evaluate it from many angles. The perspective of value chain provides an effective analytical tool for business model innovation, and can effectively guide enterprise managers to lead enterprises from excellence to excellence in the era of network economy.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.8;F722

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