电子商务产业平台企业商业模式及影响因素研究

发布时间：2018-08-07 10:40

【摘要】：21世纪以来,国民生活水平进一步提高,互联网普及率不断扩大,电子商务产业在我国获得了飞快的发展。2004年底,国务院出台了《关于加快电子商务发展的若干意见》,随后我国电子商务产业经历了一段的爆发式增长;近五年,我国电子商务的年均增长率维持在30%以上,保持着平稳快速的发展态势;截止2014年,中国电商行业的市场交易总额达到13.4万亿元,较上年相比增长了28.8%。电子商务产业是互联网时代的产物,是一个新兴的产业,与传统产业不同的是,电子商务产业主要有两类企业组成——平台企业和平台的参与者,其中,平台企业的影响力和规模会直接影响电子商务参与者和交易的规模。本文主要以价值链的研究视角为出发点,考察电子商务产业中的平台企业用怎样的商业模式为该平台的参与者来提供服务,从而获得平台自身发展,进而促进整个产业的发展;在对代表性的平台企业案例分析的基础上,探究影响平台企业商业模式发展的因素。我国不同电子商务平台所采用的商业模式各不相同,平台企业经营绩效也各不相同。具有代表性的是:以提供交易平台为主的“淘宝模式”、以直营和产业链服务为主的“京东模式”,以及以团购、垂直电商等为主的“聚美模式”(包括唯品会等)。不同的商业模式在我国的社会发展中体现了不同的增长性和不同的交易特点,不同的平台企业也在电子商务产业中提供了不同的价值链服务内容。本文以理论研究和实证研究相结合的方式,在实证中采用案例与计量相结合的方法,把电子商务产业平台企业的商业模式和价值链定位结合在一起,从价值链视角研究了电子商务平台企业的商业模式的形成机制。本文的创新之处在于:一是在国内率先以社会经济的发展来考察电子商务平台企业的发展模式和企业经营绩效;二是创新性的以价值链定位的角度来考察我国主要电子商务平台企业商业模式在价值定位和经营策略上的差异;三是为未来电子商务产业平台企业商业模式的创新提供了可资参考的依据。通过研究我们发现:淘宝网作为我国网络零售业的领军者,属于价值活动增减型平台企业商业模式;以为供应商和消费者提供平台为主,在价值链上主要表现为商品供应商和消费者之间的中介平台;其商业模式主要受到国内生产总值和互联网普及率的影响。京东商城的商业模式属于价值活动伸缩型平台企业商业模式:它主要是以自营商品为主,现在该平台也逐渐向第三方卖家开放,在市场上占据了较大的份额;另外,京东将其价值链服务延伸至消费者终端,主要表现为向下游的消费者提供各种服务;其商业模式主要受到社会消费品零售总额的影响,国家的财政收入对其也有一定的影响。聚美优品的商业模式属于价值活动创新型:主要以团购和品牌特卖的形式向消费者提供物美价优的商品,创新了原有的价值活动;其商业模式主要受到消费者的价值取向和社会经济发展水平的制约。研究还发现:当前中国消费者更倾向于淘宝的价值活动缩减型平台商业模式购买商品,但随着社会市场经济的发展和国民生活水平的日渐提高,京东的价值活动扩充型企业商业模式,不断完善产业链服务的整合,以及聚美优品的价值活动创新型模式,在品牌营销等方面不断创新,后两者受到消费者越来越多的青睐,体现出较大的增长性。通过本文的研究,使我们可以更加清楚了解各平台的主要商业模式的形成过程和主要的影响要素,也为平台的发展提供了参考意见,从而推动我国电子商务产业的健康持续发展。电子商务产业平台商业模式受到社会经济的制约和引导,也是新的经济形态在不断发展进步的体现。随着我国社会市场经济的发展,人们对于价值的取舍和判断也在不断的提升和进步,对于价值的追求也折射出了社会经济的前进方向。
[Abstract]:Since twenty-first Century, the national standard of living has been further improved, the popularity of the Internet is expanding, the electronic commerce industry has been developing rapidly in China at the end of.2004, and the State Council has promulgated some opinions on accelerating the development of e-commerce. Subsequently, the electronic commerce industry in China has experienced a period of explosive growth; in recent five years, China's electronic business enterprises The annual average growth rate of the business is above 30%, maintaining a steady and rapid development trend. By 2014, the total market transaction of the Chinese e-commerce industry reached 13 trillion and 400 billion yuan. Compared with the previous year, the 28.8%. e-commerce industry is a product of the Internet age, a new industry, and the electronic commerce industry is different from the traditional industry. There are two types of enterprises, the participants of the platform enterprises and the platform, among which the influence and scale of the platform enterprises will directly affect the scale of the participants and transactions of e-commerce. This paper, based on the perspective of the value chain, examines how the business model of the flat enterprise in the E-commerce industry is the reference of the platform. In order to provide service to provide the service, we can obtain the development of the platform and promote the development of the whole industry. On the basis of the case analysis of the representative platform enterprise, we will explore the factors that affect the development of the business model of the platform enterprise. The business models of different E-commerce platforms in our country are different, and the operating performance of the platform enterprises is different. The representative is: the "Taobao model" based on the trading platform, the "Jingdong model" based on direct and industrial chain services, as well as the "poly beauty model" (including vip.com, etc.) based on group buying and vertical e-commerce. Different business models show different growth and different exchanges in the social development of our country. The different platform enterprises also provide different value chain service content in the e-commerce industry. This paper combines the theory research and the empirical research, and combines the case with the measurement in the empirical study, combining the business model of the e-commerce industry platform enterprise and the value chain positioning together, from the value chain. This paper studies the formation mechanism of business model of e-commerce platform enterprises. The innovation of this article lies in the following: first, it is the first to investigate the development mode and performance of e-commerce platform enterprises, and two is to explore the main e-commerce platform of our country with the angle of value chain positioning. The difference between business model in value positioning and management strategy; three is a reference basis for the innovation of business model of the future e-commerce industry platform. Through research, we find that Taobao network is the leader of China's network retail industry, which belongs to the business model of value active increase and decrease platform enterprise; The business model of Jingdong mall is mainly influenced by GDP and the popularity of the Internet. The business model of the Jingdong mall belongs to the enterprise business model of the expansion and expansion of the value activity platform: it is mainly based on self owned goods. The platform is now open to third party sellers and occupies a large share in the market. In addition, the Jingdong extends its value chain service to the consumer terminal, which is mainly shown to provide various services to the downstream consumers; its business model is mainly affected by the total amount of social consumer goods, and the state's fiscal revenue is also available to it. A certain influence. The business model of jumei.com belongs to the innovative type of value activity: it is mainly by the form of group buying and brand sale to provide the goods with good price and good price to the consumer, and innovates the original value activities; its business model is mainly restricted by the value orientation of consumers and the level of social and economic development. Consumers are more inclined to purchase goods by Taobao's value activity reduced platform business model, but with the development of the social market economy and the increasing level of national life, the Jingdong's value activities expand the business model, improve the integration of industrial chain services, and the innovation model of jumei.com's value activities. Marketing and other aspects are constantly innovating. The latter two are favored by more and more consumers, showing greater growth. Through this study, we can make a clearer understanding of the formation and main factors of the main business models of each platform, and provide a reference for the development of the platform, thus promoting the electronic business of our country. The healthy and continuous development of the business industry. The commercial mode of the e-commerce industry platform is restricted and guided by the social economy. It is also the embodiment of the new economic form in the continuous development and progress. With the development of the social market economy in China, people's choice and judgment of value are also constantly improving and progresses, and the pursuit of value also refracts. The direction of social and economic progress.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F272.3

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