厦门D公司的商业模式研究

发布时间：2018-08-19 14:15

【摘要】：LED(半导体照明)带来了新的照明革命,照明行业竞争格局也在悄然发生改变,老牌照明寡头的地位受到了挑战。随着新技术的发展,老牌照明企业原所拥有的渠道、品牌、专利等也不占有如以往的明显优势。这场变革也让中国的照明企业看到了曙光和方向,也许有机会把那些大企业拉到同一水平线进行竞争。在LED技术变革面前,大家的起跑线几乎是相等的。这当中,中国的民营中小企业最为活跃。另一方面,由于大部份中小企业成立时间短,底子薄,大都处在生存或发展期。虽有发展的急切渴望,但自也存在一些短板,如:人才的储备和投资都有限、凭经验和直觉进行决策、对商业模式和战略缺乏系统地调研和规划等。由LED带来了的照明革命,让国外传统照明企业所拥有的品牌、专利等壁垒正在弱化或被打破。这让中国的照明企业看到了新的发展方向和机会。本文首先应用六力互动模型分析法对企业面临的行业状况展开分析:主要包括企业、顾客、供应商、新进入者、同行厂商、互补厂商等六方面力量。其次应用案例研究分析法,以一家民营初创型出口企业(OEM代工厂)——厦门D公司作为案例研究对象。主要阐述如下三方面:第一介绍厦门D公司的发展历程和概况;第二通过第三方的行业报告分析全球LED照明市场的格局和发展趋势;第三从战略、财务报表、客户结构对厦门D公司进行商业模式分析,了解企业的经营状况和存在的问题。接着,本文将运用重构商业模式、战略管理理论等理论,结合LED照明行业的发展状况和D公司拥有的资源、能力,重新制定战略,为商业模式的实现提供建议。最后,通过理论与企业实际相结合,回顾所得到的管理启示。本文将根据商业模式、战略管理和营销管理等理论,结合LED照明行业的发展状况和厦门D公司现有的资源、能力,研究厦门D公司的商业模式转型升级之路。该公司由于良好的成长性已经获得了5000万美金的A轮融资,现在已经有1000万美金到账,如何用好这笔资金也是一个十分重要的课题。希望以此为类似厦门D公司的中小民营OEM代工企业的发展提供借鉴。
[Abstract]:LED (semiconductor lighting) has brought a new lighting revolution, lighting industry competition pattern is quietly changing, the status of old lighting oligarchs has been challenged. With the development of new technology, the channel, brand and patent owned by the old lighting enterprises are not as obvious as before. The change has also given Chinese lighting companies a glimpse into the dawn and direction, perhaps bringing the big ones to the same level of competition. In front of LED technology change, everybody's starting line is almost equal. Among them, China's private small and medium-sized enterprises are the most active. On the other hand, because most small and medium-sized enterprises establish time is short, the foundation is thin, mostly is in the survival or the development period. Although there is an urgent desire for development, there are also some shortcomings, such as limited reserve and investment of talents, decision-making based on experience and intuition, lack of systematic investigation and planning of business models and strategies, etc. The lighting revolution brought by LED has weakened or broken the barriers such as brands and patents owned by foreign traditional lighting enterprises. This lets the Chinese lighting enterprise see the new development direction and the opportunity. In this paper, we first use the six forces interactive model analysis method to analyze the industry situation faced by enterprises, including enterprises, customers, suppliers, new entrants, peer manufacturers, complementary manufacturers and other six forces. Secondly, using the case study method, take a private start-up export enterprise (OEM)-Xiamen D Company as the case study object. This paper mainly expounds the following three aspects: first, introduces the development history and general situation of Xiamen D Company; second, analyzes the pattern and development trend of global LED lighting market through the industry report of third party; third, from the strategy, the financial statement, Customer structure to analyze the business model of Xiamen D Company, understand the business situation and existing problems. Then, this paper will use the theory of reconstructing business model, strategic management theory, combining the development of LED lighting industry and the resources and capabilities of D company, reformulate the strategy, and provide suggestions for the realization of business model. Finally, through the combination of theory and practice, the management enlightenment is reviewed. According to the theories of business model, strategic management and marketing management, combining the development of LED lighting industry and the existing resources and capabilities of Xiamen D Company, this paper will study the road of business model transformation and upgrading of Xiamen D Company. The company has received $50 million in round A financing because of its good growth and now has $10 million in receipts. How to make good use of the funds is also a very important issue. We hope to provide reference for the development of small and medium-sized private OEM contract manufacturing enterprises similar to Xiamen D Company.
【学位授予单位】：闽江学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6

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