价值网络关系对电子商务企业的创新型和互补型价值主张实现的影响研究

发布时间：2018-01-13 19:36

  本文关键词：价值网络关系对电子商务企业的创新型和互补型价值主张实现的影响研究　出处：《南京大学》2012年硕士论文　论文类型：学位论文

  更多相关文章： 商业模式 价值网络 价值主张 案例调查法 关系强度

【摘要】：在互联网商业迅猛发展的进程中,商业模式(Business Model)早已是被广泛关注和讨论的热点话题,学术界已广泛研究探讨了商业模式的要素和结构等方面,然而关于商业模式内部价值网络关系的研究还很少。商业模式的各个组成部分必须有机联系成为一个整体,才能形成良性的循环。在商业模型构成要素中,定义价值的“价值主张”和创造、传递价值的“价值网络”同样需要保持二者之间的有机联系。对于电子商务企业实现创新型和互补型价值主张,究竟企业自身应该与供应商和顾客间构建什么样的网络关系(紧密的强关系还是较弱的关系),才能最大程度有助于企业实现这两类价值主张从而提升企业绩效?本文即是基于网络关系的视角,探讨电子商务企业价值网络中企业、供应商和消费者之间的关系强度对于电子商务企业实现产品创新型和产品互补型价值主张的影响关系,以及两类价值主张对于电子商务企业绩效的作用。 本文主要运用定性与定量相结合的案例调查法(Case Survey),对收集到的98个企业案例进行编码获得样本数据,通过相关分析、回归分析等方法对研究问题构建的模型进行了检验,得到的主要结论包括：电子商务企业的产品创新型和产品互补型两种价值主张相结合对企业的绩效有正向的影响作用；企业与大供应商的紧密关系有利于实现创新型价值主张；供应商与消费者的关系强度反向调节企业与大供应商的关系强度对创新型价值主张的影响作用,同时正向调节企业与小供应商的关系强度对于互补性价值主张的影响作用。 本文内容主要包括五个章节,如下： 第一章：绪论部分,对当前电子商务发展现状和趋势等相关研究背景进行简要概括,提出本文的研究问题,阐明研究目的及研究意义。 第二章：文献回顾,对商业模式、价值主张和价值网络的相关研究进行大量文献回顾并分析讨论已有的相关研究理论和结论。 第三章：研究设计,基于文献回顾和研究问题构建研究模型及相关假设,详细介绍案例调查法(Case Survey)以及本研究的编码方案设计和编码过程等。 第四章：数据分析,基于从98个样本案例中提取的数据资料,运用相关分析、回归分析等方法对本研究模型提出的假设进行分析检验。 第五章：结论与讨论,总结本研究的主要结论,结合具体案例展开讨论,提出若干理论研究启示和管理实践启示,并指出本研究的局限性和未来研究展望。
[Abstract]:In the process of rapid development of Internet commerce, Business Model has long been a hot topic of widespread concern and discussion. The academic community has extensively studied the elements and structure of the business model. However, there is little research on the relationship between the value network of the business model. Each component of the business model must be organically linked into a whole to form a virtuous circle. "value proposition" and "value network", which define value and create and transmit value, also need to maintain the organic connection between them, and realize innovative and complementary value proposition for e-commerce enterprises. What kind of network relationship should the enterprise itself build with suppliers and customers (close strong relationship or weak relationship). Ability to the greatest extent to help enterprises to achieve these two types of value claims to improve corporate performance? This paper is based on the perspective of network relations to explore the value of e-commerce enterprises in the network. The relationship between supplier and consumer influences the relationship between the value proposition of product innovation and product complementarity, and the effect of the two kinds of value proposition on the performance of e-commerce enterprise. This paper mainly uses qualitative and quantitative case survey method to code 98 enterprise cases to obtain sample data through correlation analysis. Regression analysis and other methods are used to test the model. The main conclusions are as follows: the combination of product innovation and product complementary value proposition has a positive effect on enterprise performance; The close relationship between enterprises and large suppliers is conducive to the realization of innovative value proposition; The relationship intensity between suppliers and consumers reversely adjusts the influence of relationship strength between enterprises and large suppliers on innovative value proposition. At the same time, the influence of the strength of the relationship between the firm and the small supplier on the complementary value proposition is positively regulated. This paper mainly includes five chapters, as follows: The first chapter is the introduction, which briefly summarizes the current situation and trend of e-commerce research, puts forward the research issues of this paper, and clarifies the purpose and significance of the research. Chapter II: literature review, the business model, value proposition and value network related research literature review and analysis and discussion of the existing relevant research theories and conclusions. Chapter III: research design, based on literature review and research issues to build research model and related assumptions. The method of case survey and the coding scheme design and coding process of this study are introduced in detail. Chapter 4th: data analysis, based on the data extracted from 98 sample cases, using correlation analysis, regression analysis and other methods to analyze and test the hypotheses proposed in this research model. Chapter 5th: conclusion and discussion, summing up the main conclusions of this study, combining with specific cases to discuss, put forward a number of theoretical research and management practice enlightenment, and pointed out the limitations of this study and future research prospects.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F272.5;F274;F273.1

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