基于价值链的CP快拍公司商业模式研究

发布时间：2018-06-06 04:49

本文选题：商业模式 + 价值链　；参考：《东华大学》2017年硕士论文

【摘要】：近几年来,随着4G网络速度的大幅提高,网络资费也因为运营商之间的市场竞争逐年走低,移动互联网产品和技术得到了快速发展,移动终端用户人群日益扩大,市场规模也在迅猛增长,产业前景火爆。诸多行业都纷纷向移动互联网进行战略转型,各行业的领军企业都在试图抢占未来产业价值链的主导权。由此,移动互联网产业价值链的布局竞争就越来越激烈,商业模式也日趋开放和多元化。目前,以移动互联网App和二维码技术相结合的移动互联网产品正在以一种新的移动互联网入口概念日益引发这个行业各从业者的关注,它以移动端App作为企业客户参与的基础,通过云计算和大数据技术储存相结合,利用图像识别技术的高精密算法,同时融入行业属性特点及行业特色,针对一些特定行业做价值链上下游的延伸,对行业的商业模式进行了新的创新,不但颠覆着传统移动互联网的经营方式,也重新构建了新的价值链体系和商业模式。在风险投资机构刺激和竞争对手的高强度压力下,现阶段业界对其关注更多还在侧重技术实现和内容创新,以及快速积累用户,偏好企业客户的几何级增长状态,而对其商业模式的深入分析和研究还相对较少。本文将基于价值链的商业模式引入到以二维码技术加防伪溯源行业的研究中,以价值链理论为指导,针对cp快拍公司运营的移动客户端cp快拍业务为案例,分析二维码技术在移动互联网行业发展演进过程中的价值链特征和现阶段存在的商业模式类型,总结出移动互联网企业的业务发展经验,找到适用于cp快拍企业业务发展的价值链整合方式和商业模式,同时也为其它同类型业务的企业在发展初期,针对价值链整合和商业模式确立提供了理论基础和参考经验。在本文的研究主线如下,从理论框架上:基于价值链文献研究的基础上总结出以往行业的定位理论的发展及其特点,并整理与现有的产品价值链整理结合策略相关的研究成果,给出商业模式优化路径。方法上面:采取文献研究法为本文研究的方面提供理论支撑;通过案例分析法分析当前二维码防伪溯源的几种价值链形式和商业模式,对cp快拍企业产品定位以及价值链进行分析探讨;以问卷调查法、访谈法反馈的信息搜集探索cp快拍企业的商业模式发展。通过数据分析为用户画像及产品定位,并且与价值链进行整合,为商业模式优化提供坚实的数据支撑。本文主要研究结论包括:(1)归纳梳理移动互联网企业的发展现状,指出其商业模式上的欠缺手持智能终端发展迅猛,移动网络资费进一步降低,网速传输速度进一步提高;传统互联网企业和新兴的移动互联网企业迅速投入到移动互联的市场中去,快速占领市场规模,扩大消费者和企业客户两端的用户规模,从品牌上和产品上快速占领用户的手持终端桌面,从产品策略和营销理念上不断刺激用户的活跃度和黏性,部分企业已经在一些细分领域中抢占先机,形成了一定的核心竞争力和行业壁垒;但是从另外一个层面也可以看到,不管大型移动互联企业还是中小型的移动互联企业,普遍存在营收单一和营业收入偏少的局面,企业在商业模式制定上还处于尝试摸索阶段,并且在一些企业产品中工具属性偏强的产品,还存在用户忠诚度低,用户流失快的问题。在一定程度上制约了企业的快速及可持续发展。(2)构建移动互联网企业的产品价值链体系和商业模式框架基于文献研究,利用价值链等相关理论,参考相关文献,进一步研究移动互联网企业等相关新兴产业价值链的参与主体以及市场细分等。构建了移动互联模式的的二维码产业价值链体系和商业模式概念框架。内容链及服务链作为两条支流体现了价值链。产品、信息流以及服务三者的结合构成了商业模式。论证了二维码产业的价值链和商业模式的理论依据,并结合目前研究进展及相关理论,研究cp快拍企业目前市场、目标人群、可替代产品、以及产品定位等现状,重点研究cp快拍二维码产品在市场细分领域的市场定位、价值链整合、商业模式等方面存在的不足,为下一步提出应对思路打下了坚实的理论基础。(3)提出移动互联网企业商业模式优化和价值链保障机制建议本研究基于cp快拍企业产品对用户的需求、企业付费能力以及营销渠道的调研数据,对二维码的商业模式进行模型构建并提出优化建议。通过案例分析法,对移动互联企业的商业模式进行了实证研究,通过对其经营环境、商业模式、企业战略和经营行为的分析,发现该公司商业模式存在的主要问题,并针对问题提出基于价值链的优化建议,为公司的发展提供相关依据,并为其他移动互联企业的发展提供参考和借鉴。最后,本研究从市场细分、品牌策略、产品结构、渠道构建、用户群体、资源配置、资本运作等方面多个维度提出cp快拍企业的商业模式优化、创新路径研究,并从价值链优化保障、管理保障和资金保障三个方面给出了价值链保障机制和商业模式优化创新机制思路,并提出了研究不足和展望。本文研究的创新点在于对国内移动互联网行业里面产业链的上下游环节进行了较全面、清晰的梳理,以CP快拍的案例为基础,提出移动互联网企业的商业模式技术优化策略。本文将价值链理论运用到二维码产业的商业模式研究中,为后续研究开拓了一个崭新的视角。
[Abstract]:In recent years, with the rapid improvement of the speed of 4G network, network tariff has also been declining year by year because of the market competition between operators, mobile Internet products and technology have been developed rapidly, mobile terminal users are expanding, the market size is growing rapidly, the industry is hot. Many industries have been moving to the mobile Internet. In the strategic transformation, the leading enterprises of all industries are trying to seize the dominant power in the future industrial value chain. Thus, the competition of the distribution of the value chain of the mobile Internet industry is becoming more and more intense, and the business model is increasingly open and diversified. At present, mobile Internet products with the combination of mobile Internet App and two-dimensional code technology are emerging as a new type of mobile Internet. The concept of mobile Internet entry has increasingly attracted the attention of all practitioners in this industry. It takes mobile terminal App as the basis for enterprise customer participation, combines cloud computing with large data technology storage, uses high precision algorithms of image recognition technology, and integrates industry attributes and industry features, and makes value for some specific industries. The extension of the upstream and downstream of the chain has made new innovations to the business model of the industry. It not only subverts the traditional way of the mobile Internet, but also reconstructs a new value chain and business model. Under the high intensity pressure of venture capital institutions and competitors, the industry is paying more attention to the technology and the technology. Content innovation, and the rapid accumulation of users, preference for the enterprise customer's geometric growth state, and the in-depth analysis and Research on its business model are relatively few. This paper introduces the business model based on value chain to the study of the two dimensional code technology and anti-counterfeit traceability industry, guided by the value chain theory, and operates on the CP snapshot company. As a case of mobile client CP fast beat business, this paper analyzes the value chain characteristics of two-dimensional code technology in the development and evolution of the mobile Internet industry and the commercial pattern types existing at the present stage, summarizes the business development experience of the mobile Internet enterprises, and finds the value chain integration and business model suitable for the development of CP fast beat business. It also provides a theoretical basis and reference experience for other enterprises of the same type of business in the early stage of development, aiming at the integration of value chain and the establishment of business model. In this paper, the main line of research is as follows. On the basis of the theoretical framework, based on the research of value chain literature, it summarizes the development and characteristics of the previous industry positioning theory, and collate it with the present. The product value chain collation and strategy related research results give the optimization path of the business model. Above: the literature research method is adopted to provide theoretical support for this study. Through the case analysis, several value chain forms and business models of the current two-dimensional code anti-counterfeiting traceability are analyzed, and the product positioning and price of the CP snapshot enterprises are determined and priced. The value chain is analyzed and discussed; the business model development of CP fast beat enterprise is explored by questionnaire survey method and interview method. Through the data analysis, the user portrait and product positioning, and the integration with the value chain, provide solid data support for the optimization of business model. The main conclusions of this paper include: (1) induction and carding movement The current situation of Internet enterprise development points out that the lack of hand-held intelligent terminal in its business mode is developing rapidly, the tariff of mobile network is further reduced and the speed of network speed is further improved; the traditional Internet enterprises and new mobile Internet enterprises are rapidly investing in the market of mobile Internet, rapidly occupying the market scale and expanding consumption. The scale of users and customers at both ends of the enterprise quickly occupies the user's hand-held desktop from the brand and the product, and constantly stimulates the user's activity and stickiness from the product strategy and marketing concept. Some enterprises have already seized the opportunity in some subdivision areas and formed a certain core competitiveness and industry barriers. It can also be seen that no matter the large mobile interconnected enterprises or small and medium-sized mobile Internet enterprises, there is a general situation of single revenue and less operating income, and the business model is still in the trial stage, and the products with strong tool properties in some enterprise products have low customer loyalty, and the users are still low in loyalty. The fast and sustainable development of the enterprise is restricted to a certain extent. (2) the product value chain system and business model framework for the construction of mobile Internet enterprises based on literature research, the use of the value chain and other related theories, and the reference of relevant literature, further study the participation in the value chain of emerging industries, such as mobile Internet enterprises. The two dimensional code industry value chain system and the business model concept frame are constructed. The content chain and service chain are two tributaries which reflect the value chain. The product, information flow and the combination of the three services constitute the business model. On the basis of the research, and combining with the current research progress and related theories, this paper studies the current market, target population, alternative products, and product positioning of CP fast beat enterprises, and focuses on the shortage of market positioning, value chain integration and business model of CP fast beat two-dimensional code products in the market segmentation field. A solid theoretical basis is laid. (3) propose the optimization of the business model and the value chain guarantee mechanism of the mobile Internet enterprise. This study is based on the demand of the customers, the ability of enterprise pay and the research data of the marketing channel based on the CP fast beat. This paper makes an empirical study on the business model of mobile interconnected enterprises. Through the analysis of its operating environment, business model, enterprise strategy and business behavior, we find the main problems in the business model of the company, and put forward the optimization suggestions based on the value chain to provide the relevant basis for the development of the company, and for other mobile exchanges. In the end, the research from the aspects of market segmentation, brand strategy, product structure, channel construction, user groups, resource allocation, capital operation, and other aspects of CP fast beat business model optimization, innovation path research, and from the value chain optimization, management guarantee and fund security three aspects. The value chain guarantee mechanism and the thinking of the optimization and innovation mechanism of the business model are given, and the shortage and Prospect of the research are put forward. The innovation point of this paper is to make a more comprehensive and clear combing of the upstream and downstream links of the industrial chain in the domestic mobile Internet industry, based on the case of CP snap, and put forward the business of the mobile Internet enterprise. This paper applies the theory of value chain to the business mode research of the two-dimensional code industry, and opens up a new perspective for further research.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F274

【参考文献】