PG网络公司发展现状及经营对策案例研究

发布时间：2018-11-23 06:34

【摘要】：1994年中国加入国际互联网。在此之后,互联网在中国得到迅猛发展。中国互联网中心发布的统计报告显示,截止2013年6月底,中国的网民数量已达5.91亿,互联网在中国的普及率达到44.1%。电子商务、网络娱乐、互动媒体、移动互联网、O2O等成为发展最为迅速也最具影响力的部分。活跃的互联网孕育了巨大商机,也使得中国过去一段时间存在、未来很长一段时间也将继续存在大量的互联网基础服务企业。然而,随着国内外投资的大量涌入、市场环境的波动、高新技术的推动尤其互联网的高度普及,互联网行业呈现出动态的、复杂的“超竞争”特性,很多成长型的互联网基础服务企业既面临着机遇,也面对着挑战。区别于传统的制造企业和服务企业,互联网企业呈现出服务传递形式、服务内容覆盖、价值体现、员工管理等多方面的差异性。因此,如何成功管理互联网基础服务企业是经营者们需要思考和解决的关键问题。本研究选择了本地一家经营了十年,并且具有一定影响力的互联网基础服务企业——PG网络公司作为研究对象。通过对梳理PG网络公司的发展历程和商业模式以及当前所面临的挑战与机遇,探索这类互联网基础服务企业的有效商业管理模式,并总结出未来可能的发展策略。本文主要内容分为六部分,具体内容章节安排为:第一章绪论,首先主要基于现实需求,提出互联网基础服务企业的选题背景、确定本论文希望达到的目标;然后在第二章,首先介绍了互联网基础服务行业情况,同时对于从事该行业业务经营所需涉及的相关理论,包括动态能力理论、长尾理论、顾客关系营销理论;接着在第三章结合PG网络公司的基本情况,进行了竞争力分析,为后续研究奠定基础;同时,在第四章基于生命周期理论和商业模式理论,介绍了初创期和成长期的PG网络公司不同的商业模式,并对不同时期商业模式相关要素进行了分析;基于上述分析,在第五章对对PG网络公司未来发展提出新的构想和建议,主要包括建立自有品牌、整合业务线、员工股权激励及内部创业等;最后,在第六章对全文进行总结及展望,提出了本研究的结论以及不足。
[Abstract]:China joined the Internet in 1994. After that, the Internet has developed rapidly in China. By the end of June 2013, the number of Internet users in China had reached 591 million, with Internet penetration reaching 44.1 percent in China, according to a statistics report released by the China Internet Center. E-commerce, internet entertainment, interactive media, mobile internet, O 2 O and so on have become the most rapid and influential parts. The active Internet has given birth to huge business opportunities, and has made China exist for some time and will continue to have a large number of Internet basic service enterprises for a long time to come. However, with the influx of domestic and foreign investment, the fluctuation of market environment, the promotion of high and new technology, especially the popularity of the Internet, the Internet industry presents dynamic and complex "super-competitive" characteristics. Many growing Internet infrastructure service enterprises are faced with both opportunities and challenges. Different from the traditional manufacturing enterprises and service enterprises, Internet enterprises show a variety of differences, such as service delivery form, service content coverage, value embodiment, employee management and so on. Therefore, how to manage Internet basic service enterprises successfully is the key problem that operators need to think about and solve. In this study, PG Networks, a local Internet infrastructure company, which has been operating for ten years and has some influence, is chosen as the research object. Through combing the development course and business model of PG network company as well as the challenge and opportunity faced at present, this paper explores the effective business management mode of this kind of Internet basic service enterprise, and sums up the possible development strategy in the future. The main content of this paper is divided into six parts, the specific content chapters are arranged as follows: the first chapter is introduction. Firstly, based on the actual needs, the background of the topic selection of Internet basic service enterprises is put forward, and the goal of this paper is determined. Then in the second chapter, it introduces the situation of Internet basic service industry, at the same time, the related theories involved in the business operation of this industry, including dynamic ability theory, long tail theory, customer relationship marketing theory; Then in the third chapter, combined with the basic situation of PG network company, the competitiveness analysis is carried out to lay the foundation for the follow-up research; At the same time, in the fourth chapter, based on life cycle theory and business model theory, this paper introduces the different business models of PG network companies in the initial and growing stages, and analyzes the relevant elements of the business models in different periods. Based on the above analysis, the fifth chapter puts forward new ideas and suggestions for the future development of PG network companies, including the establishment of private brands, integration of business lines, employee equity incentives and internal entrepreneurship. Finally, in the sixth chapter, the conclusion and deficiency of this study are put forward.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F49;F274

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