资源视角下企业O2O商业模式与竞争优势内在机理研究

发布时间：2018-07-04 08:40

本文选题：企业资源 + O2O商业模式　；参考：《山东大学》2016年硕士论文

【摘要】：资源基础论认为企业资源是竞争优势的来源,但这一观点由于过于静态化而受到理论界的诟病。同时,随着社会技术的进步与发展,企业间资源的差异性越来越小,学者们开始关注商业模式创新与竞争优势间的关系。互联网技术的发展使得电子商务模式兴起,O2O模式作为其中的代表已经对人们的日常生活和传统企业的发展带来广泛影响。本文以医药零售企业为案例,旨在通过案例研究揭示企业资源、O2O商业模式以及竞争优势三者之间的关系和内在机理。研究提出了7个理论命题：资源是企业的基础,O2O商业模式是企业资源的协调机制,通过对资源的独特配置创造企业竞争优势；O2O商业模式通过价值活动将资源转化为价值；线下资源整合有利于创造内部价值；线上资源整合在价值传递过程中有利于提高客户价值；企业内部价值提高有利于客户价值的实现；内部价值的提升主要可以为企业创造经济效益；客户价值的提升有利于形成市场效益。经济效益和市场效益则是企业取得竞争优势的体现。随之,通过对命题的整合,构造出企业资源、O2O商业模式以及竞争优势内在机理的理论模型。这些成果丰富了传统的竞争优势理论,并指出在O2O商业模式下企业配置资源并形成竞争优势的内部机制,同时对企业的实践活动带来启发。合理的商业模式可以最大化的发挥企业的资源优势,从而为企业赢得持久竞争优势。通过探讨商业模式与竞争优势间的关系,可以为企业的商业模式创新及选择提供借鉴意义。
[Abstract]:The resource based theory believes that enterprise resources are the source of competitive advantage, but this view is criticized by the theorists because of its excessive static. At the same time, with the progress and development of social technology, the difference of resources between enterprises is becoming smaller and smaller. Scholars begin to pay attention to the relationship between business model innovation and competitive advantage. The O2O model, as the representative of the electronic business model, has had a wide impact on people's daily life and the development of traditional enterprises. This paper, taking medical retail enterprises as a case, aims to reveal the relationship and internal mechanism between the three groups of enterprise resources, O2O business model and competitive advantage through case study. The 7 theoretical proposition: the resource is the foundation of the enterprise, the O2O business model is the coordination mechanism of the enterprise resources, creating the competitive advantage by the unique allocation of the resources; the O2O business model transforms the resources into the value through the value activities; the integration of resources under the line helps to create the internal value; the integration of the online resources is in the process of the value transfer. It is beneficial to improve customer value; the improvement of internal value is beneficial to the realization of customer value; the promotion of internal value can create economic benefits for enterprises; the promotion of customer value is beneficial to the formation of market benefits. Economic and market benefits are the embodiment of the competitive advantage of the enterprise. Accordingly, through the integration of the propositions, Construct the theoretical model of enterprise resources, O2O business model and the inherent mechanism of competitive advantage. These achievements enrich the traditional competitive advantage theory, and point out the internal mechanism of the enterprise to configure the resources and form the competitive advantage under the O2O business model, and bring the inspiration to the practice of the enterprise. The reasonable business model can be maximized. To give full play to the resource advantage of the enterprise and win the lasting competitive advantage for the enterprise, the relationship between the business model and the competitive advantage can provide the reference for the enterprise's business model innovation and selection.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6

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