东航电子商务平台商业模式创新研究

发布时间：2018-05-21 19:25

本文选题：东航 + 电子商务平台　；参考：《江西财经大学》2016年硕士论文

【摘要】：商业模式创新就是把贵的商品变便宜、便宜的商品变免费以及复杂商品变简单(周鸿炜2013)。微信、360、小米等产品和天猫、京东、唯品会等平台的出现,颠覆了传统的商业模式,这类创新型企业,不但创造了巨大的经济效益和独特的整体竞争优势,而且以低价或者免费方式向消费者提供原本高价的产品或服务。它们通过商业模式创新,既实现了企业价值最大化,又实现了客户价值最大化。本文以东航电子商务平台的运行现状为基础,运用商业模式创新理论,分析客户未被满足的需求,探索整合东航内外部资源及能力等系列举措,以求打造东航电子商务平台新的商业模式,实现客户在平台内更简单、更便宜的购买以航空出行为主的各类产品。本文主要采用文献分析法、演绎归纳法、PEST分析法和SWOT分析法来研究东航电子商务平台商业模式创新:首先,从研究电子商务、电子商务平台及商业模式创新相关理论着手,梳理商业模式要素理论,系统分析电子商务平台的商业模式创新,并以此作为论文的研究支撑;其次,是对东航电子商务平台现状及问题进行阐述,并通过分析平台产品价值、经营策略、市场定位、营销推广、运作管理、资源整合、营利收入、成本控制和资本运作等,寻找出东航电子商务平台运营中存在的问题;第三,分析东航电子商务平台商业模式创新的动力和阻力、创新的原则和思路以及方法与路径;第四,对东航电子商务平台的商业模式进行优化设计,并对优化前后商业模式进行比较;最后,通过前文分析,得出商业模式创新结论,并对东航电子商务平台商业模式创新进行讨论。本文可能的创新之处有:一是在理论分析和文献研究的基础上,构建适合东航电子商务平台的商业模式;二是对商业模式要素创新进行清晰的路径描述,使得电子商务平台商业模式创新的逻辑更加清晰;三是给需要商业模式创新的国有企业提供理论借鉴。
[Abstract]:Business model innovation is to make expensive goods cheaper, cheaper goods free, and complex goods simpler (Zhou Hongwei 2013 / 3). The emergence of WeChat, Xiaomi and other products and platforms such as Tmall, JingDong and VIPSHOP has overturned the traditional business model. Such innovative enterprises have not only created enormous economic benefits and unique overall competitive advantages, And at low or free ways to provide consumers with the original high-priced products or services. Through the innovation of business model, they not only realize the maximization of enterprise value, but also realize the maximization of customer value. Based on the status quo of the E-commerce platform of China Eastern Airlines, this paper applies the theory of business model innovation, analyzes the unsatisfied needs of customers, and explores a series of measures to integrate the internal and external resources and capabilities of China Eastern Airlines. In order to create a new e-commerce platform business model, customers in the platform easier, cheaper to buy a variety of products based on air travel. This paper mainly uses the literature analysis method, deductive induction analysis method and SWOT analysis method to study the business model innovation of China Eastern Airlines e-commerce platform. Firstly, it starts with the relevant theories of e-commerce, e-commerce platform and business model innovation. Combing the theory of business model elements, systematically analyzing the business model innovation of e-commerce platform, and taking it as the research support of the paper. Secondly, the status quo and problems of E-commerce platform of China Eastern Airlines are expounded, and the product value of the platform is analyzed. Management strategy, market positioning, marketing promotion, operation management, resource integration, profit income, cost control and capital operation, etc., to find out the problems existing in the operation of China Eastern Airlines e-commerce platform; third, This paper analyzes the motive force and resistance of the business model innovation of China Eastern Airlines e-commerce platform, the principles and ideas of innovation, and the methods and paths. Fourth, it optimizes the design of the commercial model of China Eastern Airlines e-commerce platform. Finally, through the previous analysis, the conclusion of business model innovation is drawn, and the commercial model innovation of China Eastern Airlines e-commerce platform is discussed. The possible innovations of this paper are as follows: first, on the basis of theoretical analysis and literature research, to construct a business model suitable for the E-commerce platform of China Eastern Airlines; second, to make a clear path description of the innovation of business model elements. Make the logic of e-commerce platform business model innovation more clear; third, provide theoretical reference for state-owned enterprises that need business model innovation.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F562.6

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