基于e3-value的平台型商业生态系统价值网络建模与仿真

发布时间：2018-04-08 18:51

本文选题：平台　切入点：商业生态系统　出处：《郑州大学》2017年硕士论文

【摘要】：平台通过提供信息技术等支撑服务连接供应方与需求方,并从双方的交易中获益,其诞生推翻了原有的商业模式,迅速占领了市场。企业在市场中的竞争逐渐从单打独斗演变为商业生态系统的竞争,而价值网络决定了商业生态系统的核心逻辑。e3-value模型图形化的元素反映了价值网络中参与主体间价值传递细节,通过设置有形价值和无形价值的量化参数得到价值网络中各参与主体获取的总价值。建立平台型商业生态系统价值网络的e3-value模型有助于分析平台企业的价值来源与流动,帮助平台企业进行价值网络的管理,从竞争中脱颖而出。首先,本文提出了价值主张、价值创造、价值获取的价值网络形成逻辑,分别回答了平台企业承诺为缝隙企业和顾客群体创造什么价值、如何创造这些价值以及参与者获得什么回报的问题,并以此为依据依次确定e3-value模型中的价值对象、价值活动和价值交换的建模元素。其次,分析平台型商业生态系统的价值创造和价值获取模式,以指导e3-value模型仿真的参数设置和场景设置。通过平台盈利模式中市场群体规模、投资、收益、成本以及无形价值和顾客感知价值的量化值等参数的设置进行仿真运算,可以得到各参与主体的价值损益表。并结合平台型商业生态系统价值网络所具有需求互补性、网络外部性和价格结构非中性的特征,提出从优化盈利模式和激发网络效应来进行仿真参数调整和模型结构调整的仿真场景设置。最后,以运用平台模式解决物流最后一公里配送难题的美团外卖平台为例,验证所提出的价值网络e3-value建模和仿真过程。即从美团外卖平台价值网络的价值主张、价值创造和价值获取分析建立美团外卖平台价值网络的e3-value模型,对商家是否参与付费推广活动两种场境进行仿真分析,根据结论为美团外卖平台价值网络的管理给出以下建议:(1)聚焦增值服务,提升平台价值获取;(2)推广激发网络效应,促进商家价值获取;(3)精准定位顾客群体和品类,提升价值获取能力;(4)扩展收益来源,提速价值创造。
[Abstract]:By providing support services, such as information technology, to connect the supply side to the demand side, and to benefit from the transaction between the two parties, the platform overthrew the original business model and quickly occupied the market.The competition of enterprises in the market gradually changes from single fight to commercial ecosystem competition, and the value network determines the core logic of business ecosystem. E3-value model graphical elements reflect the details of value transfer among the participants in the value network.By setting the quantitative parameters of tangible value and intangible value, the total value obtained by the participants in the value network is obtained.Establishing the e3-value model of the platform business ecosystem value network is helpful to analyze the value source and flow of the platform enterprise, to help the platform enterprise to manage the value network, and to stand out from the competition.First of all, this paper puts forward the value proposition, value creation, value acquisition of the value network formation logic, respectively, the platform enterprise promises to create what value for the gap enterprises and customer groups.On the basis of how to create these values and what the participants get in return, the modeling elements of value objects, value activities and value exchange in the e3-value model are determined in turn.Secondly, the value creation and value acquisition mode of platform commercial ecosystem is analyzed to guide the parameter setting and scene setting of e3-value model simulation.Through the simulation of market group size, investment, income, cost and the quantitative value of intangible value and customer perceived value in the profit model of platform, the profit and loss account of each participant can be obtained.Combining with the demand complementarity, network externality and non-neutral price structure of the platform business ecosystem value network,A simulation scenario is proposed to adjust the simulation parameters and model structure by optimizing the profit model and stimulating the network effect.Finally, taking Meituan take-out platform, which uses platform mode to solve the problem of logistics last kilometer distribution, as an example, the e3-value modeling and simulation process of the proposed value network is verified.That is, from the value proposition, value creation and value acquisition analysis of Meituan takeout platform value network, the paper establishes the e3-value model of Meituan takeout platform value network, and simulates whether the merchant is involved in the paid promotion activities.According to the conclusion, the following suggestions are given for the management of Meituan's take-out platform value network: 1) focusing on value-added services, promoting platform value acquisition and stimulating network effects, promoting merchants' value acquisition, and promoting the accurate positioning of customer groups and categories.Enhance the ability to gain value (4) expand the source of revenue, speed up value creation.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274

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