织锦产业链产品竞争、平台商业模式和治理绩效的研究

发布时间：2018-05-11 17:20

  本文选题：织锦产业链 + 产品竞争　； 参考：《东南大学》2015年博士论文

【摘要】：织锦产业是我国“非物质文化遗产”的传统产业,在传承和保护的基础上进行现代化改造以使其重新焕发产业的生机是十分重要的。由于织锦产业存在过度竞争、产业链结构简单、传统商业模式陈旧等问题,亟需探讨产业链重构的动因,平台经济对商业模式的改造,平台治理“减少信息不对称,提高平台绩效”的方式,以及整合织锦产业链进行织锦平台商业模式的改造。织锦网络平台作为一种新的商业模式,连接交易双方,为他们提供互动机制,平台改变了传统产业的经济构架,对企业的管理理念、运行方式、治理机制和绩效评价等会产生深刻的影响,能够帮助织锦产业完成现代化改造,提升产业的竞争力。本文基于纵向一体化、双边市场、平台经济、私序治理和网络绩效等理论对传统产业现代化改造原因和平台商业模式出现提供分析框架和解决方案。具体研究内容如下：(1)纵向链整合与垂直型平台理论模型构建。针对市场竞争环境下传统产业商业模式的问题和网络环境下双边市场特征平台商业模式的出现,分析纵向一体化模型的缺陷,构建了垂直型平台模型,诠释存在网络外部性条件下的企业纵向一体化的动因、平台定价和福利分析。该模型是织锦产业链重构和商业模式改造的理论依据。(2)织锦产业的产品竞争分析与产业链重构。运用产业经济的SCP范式,分析织锦产业的结构和竞争格局,运用产业链分析的方法剖析了织锦产业链各个环节的存在问题以及各个环节利益主体纵向协作关系。由于织锦产业存在过度竞争,根据垂直型平台理论模型,提出网络经济背景下织锦产业链重构的思路。(3)织锦产业网络平台商业模式的提出和具体方案设计。运用商业模式理论,对织锦产业网络平台进行系统研究,全方位地刻画平台商业模式架构、要素、实现方式、定价策略和核心竞争力。从理论层面通过平台商业模式理论来进一步细化垂直型平台理论模型的内在思想；从现实层面通过平台商业模式设计来进一步实现织锦产业重构的外在要求。(4)织锦网络平台治理研究,提出网络平台治理的方式,即非正式第三方治理模式。通过构建博弈模型考察非正式第三方治理机制产生的原因、条件及作用,认为该方式可以有效缓解信息不对称问题以及提高信息搜索成本稳定性。并进一步研究了织锦网平台的治理机制和定价实践,解决了织锦平台“陌生人”间的信任问题,研究了如何利用平台的定价机制以吸引平台连接的多边群体,从而更好地发挥平台网络效应。(5)平台治理的效率研究,提出网络平台绩效指标和评价方法。基于平台的治理绩效理论,构建网络平台的治理绩效分析体系。根据中国纺织企业电商化后数据以及四个典型平台交易的增长态势,进行仿真模拟评价网络平台绩效,分析中国织锦网的现代化改造植入平台的绩效,并在此基础上提出织锦产业链重构的政策支持和路径选择。本文研究发现：(1)将产业链整合和平台经济相结合,通过分析织锦产业链和构建织锦商业模式,可以在挽救和保存“非遗”的基础上实现织锦传统产业的改造：(2)中国织锦网是织锦产业文化展示和产品交易的服务平台,是织锦产业进行现代化改造适宜选择的商业模式：(3)织锦平台的性质是专业垄断平台,一方面其治理机制需要围绕平台参与各方的信任关系展开,可以通过“信号机制”和“声誉机制”遏制买卖双方的机会主义倾向；另一方面其定价机制能够吸引平台连接的多边群体,捕捉并激发网络效应；(4)织锦平台使得传统的制造加工转变为从产业需求与供给之间的连接点寻找到赢利的契机,能够实现规模发展的正向循环,提高织锦产业的绩效,提升织锦产业的竞争力。
[Abstract]:The brocade industry is the traditional industry of "intangible cultural heritage" in our country. It is very important to modernize the textile industry on the basis of inheritance and protection to make it revitalized. Because of the excessive competition in the brocade industry, the simple structure of the industrial chain and the outmoded traditional business model, it is urgent to discuss the motivation of the industrial chain reconstruction. As a new business model, the brocade network platform, as a new business model, connects the two parties and provides an interactive mechanism for them, and the platform has changed the traditional industry. The economic framework has a profound influence on the management concept, operation mode, governance mechanism and performance evaluation of the enterprise. It can help the brocade industry to modernize and enhance the competitiveness of the industry. This article is based on the modernization of the traditional industry based on the theory of vertical integration, bilateral market, platform economy, private order management and network performance. The analysis framework and solutions are provided for the reason and the platform business model. The specific research contents are as follows: (1) the vertical chain integration and the vertical platform theory model construction. In view of the problem of the traditional industry business model under the market competition environment and the emergence of the bilateral market characteristic platform business model under the network environment, the longitudinal integration model is analyzed. This model is the theoretical basis for the restructuring of the brocade industry chain and the transformation of business model. (2) the analysis of the competition and industrial chain reconstruction of the brocade industry. The SCP paradigm of the industrial economy is used. This paper analyzes the structure and competition pattern of the brocade industry, and analyzes the existing problems in the various links of the brocade industry chain and the longitudinal cooperation relationship of the stakeholders in each link by using the method of industrial chain analysis. (3) the proposal of the business model of the brocade industry network platform and the concrete plan design. Using the business model theory, the paper systematically studies the network platform of the brocade industry, depicts the platform business model structure, the elements, the realization mode, the pricing strategy and the core competitiveness. The inner thought of the theoretical model of the vertical platform; the external requirements of the reconfiguration of the brocade industry through the design of the platform business model from the realistic level. (4) the research on the management of the brocade network platform and the way of the management of the network platform, that is, the informal third party governance model. Through the construction of the game model, the informal third party governance is investigated. The reasons, conditions and functions of the mechanism are considered to be effective in alleviating information asymmetry and improving the stability of information search costs. The governance mechanism and pricing practice of the brocade network platform are further studied. The problem of trust between the "strangers" on the brocade platform is solved and the pricing mechanism of the platform is studied. In order to attract the multilateral groups connected by the platform, and thus better play the platform network effect. (5) research on the efficiency of the platform governance, put forward the performance indicators and evaluation methods of the network platform. Based on the platform based governance performance theory, the management performance analysis system of the network platform is constructed. According to the Chinese textile enterprises after the e-commerce data and four typical leveling. The performance of the network platform is evaluated by simulation, and the performance of the China brocade network is analyzed. On this basis, the policy support and path selection of the reconfiguration of the brocade industry chain are put forward. The study finds that: (1) the integration of industrial chain integration and the platform economy, through the analysis of the brocade industry chain And building the brocade commercial model, we can realize the transformation of the traditional brocade industry on the basis of saving and preserving the "non remains": (2) the Chinese brocade network is the service platform for the cultural display of the brocade industry and the trade of the products, and is the suitable commercial mode for the modern transformation of the brocade industry: (3) the nature of the brocade platform is a professional monopoly platform On the one hand, its governance mechanism needs to be carried out around the trust relationship of the platform participating parties, which can contain the opportunistic tendencies of the buyers and sellers through the "signal mechanism" and "reputation mechanism"; on the other hand, the pricing mechanism can attract the multilateral groups connected by the platform, capture and stimulate the network effect; (4) the brocade platform makes the traditional one. The manufacturing process is transformed from the point of connection between the industrial demand and the supply to find the turning point of profit. It can realize the positive cycle of scale development, improve the performance of the brocade industry and enhance the competitiveness of the brocade industry.

【学位授予单位】：东南大学
【学位级别】：博士
【学位授予年份】：2015
【分类号】：F426.81
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本文编号：1874861