不同价值主张及其交互对电子商务企业绩效的影响

发布时间：2018-01-13 21:39

本文关键词：不同价值主张及其交互对电子商务企业绩效的影响　出处：《南京大学》2011年硕士论文　论文类型：学位论文

【摘要】：近年来,商业模式得到学术界和企业家的青睐,越来越多的学者在研究成功商业模式的要素和结构,但是很少有人关注商业模式内部的元素。价值主张作为商业模式的核心要素,对电子商务运营绩效有着重要的影响。但价值主张具体如何对电子商务绩效产生影响,如不同类型价值主张对于电子商务运营绩效的影响有何区别?不同价值主张相结合是否会更好地提升电子商务运营绩效?这些问题目前还缺乏深入探讨,这些也是本文致力于解决的问题。本文采用后民族志法(Meta-ethnography)和案例调查法(Case Survey)、定性与定量相结合的两种研究方法,经过长达半年有余的时间深入研究商业模式的构成要素与电子商务企业绩效的关系。首次开发出价值主张的编码方案,并运用案例调查法对50个电子商务领域的企业案例进行编码,之后运用逐步回归分析的方法检验价值主张与电子商务企业绩效之间的关系,得到单个价值主张对绩效可能并没有显著的影响,可是它们一旦结合成创新型和产品互补型、创新型和渠道互补型这两组价值主张就具有正向交互作用。本文主要包括五章,包括研究背景、研究方法、研究设计、结论以及研究意义。其中第三章、第四章为研究重点。第一章绪论,提出了价值主张研究的背景和意义,并提出了本文研究的主要内容。第二章进行了相关理论基础的文献回顾,包括商业模式的概念、构成要素和价值主张的概念、分类。第三章阐述了本文的两种研究方法：后民族志法(Meta-ethnography)和案例调查法(Case Survey),并结合本文具体的研究内容详细说明这两种研究方法的每一个步骤,以便于读者充分了解本文。第四章是数据分析的过程,运用逐步回归分析的方法分析案例调查法得到的数据,得出本文的研究结论。第五章主要总结了本文的研究结论、管理启示和贡献,并指出其局限性。
[Abstract]:In recent years, business model has been favored by academia and entrepreneurs. More and more scholars are studying the elements and structure of successful business model. However, few people pay attention to the elements within the business model. Value proposition is the core element of the business model. It has an important impact on the performance of e-commerce operations. But how does the value proposition affect the performance of e-commerce, such as the different types of value claims on the performance of e-commerce operations? Will the combination of different value claims better improve the performance of e-commerce operations? These problems are still lack of in-depth discussion, these are also the problems this paper is committed to solve. In this paper, two research methods, namely Meta-ethnography) and case investigation, are used to combine qualitative and quantitative methods. After more than half a year of in-depth research on the relationship between the business model components and the performance of e-commerce enterprises, the coding scheme of value proposition is developed for the first time. Using the case study method to encode 50 enterprise cases in the field of electronic commerce, and then use stepwise regression analysis method to test the relationship between value proposition and the performance of e-commerce enterprises. Getting a single value proposition may not have a significant impact on performance, but once they are combined into innovative and product complementary, innovative and channel complementary two groups of value proposition have positive interaction. This paper mainly includes five chapters, including the research background, research methods, research design, conclusions and research significance. The first chapter introduces the background and significance of the study of value proposition, and puts forward the main contents of this paper. The second chapter reviews the related theories, including the concept of business model, the concept of constituent elements and value proposition, and the classification. The third chapter describes the two research methods of this paper: the post-ethnography (Meta-ethnography) and the case survey (case survey). Each step of these two research methods is explained in detail in this paper, so that readers can fully understand this paper. Chapter 4th is the process of data analysis. The method of stepwise regression analysis is used to analyze the data obtained by case investigation. Chapter 5th summarizes the research conclusions, management inspiration and contribution, and points out its limitations.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F724.6

【引证文献】