互联网思维下的传统企业转型升级研究

发布时间：2018-05-07 01:10

本文选题：互联网思维 + 传统企业　；参考：《中共江苏省委党校》2017年硕士论文

【摘要】：当今社会已经进入互联网时代,互联网的快速发展应用正不断影响和改变着企业的运营轨迹。互联网作为经济发展的新引擎,具有巨大的经济效益,同时也对传统的经济模式产生了强烈的冲击。传统企业在我国当前经济发展中仍起着重要作用,但是目前我国传统企业普遍存在自主创新能力不足,企业组织结构运营效率低下,营销模式单一落后以及产品竞争力不强、缺乏核心竞争力等发展制约因素。此外还面临着全球经济下行,经营成本持续上升等严峻经营环境。随着中国互联网基础设施的完善,互联网用户爆炸性的增长,互联网市场取得了快速的发展,在此背景下互联网思维应用而生,它是在经济全球化和信息技术飞速发展的背景下诞生的一种新的思维方式,对传统企业的转型升级产生了深远的影响。面对日益加剧的竞争环境,企业必须创新产品研发生产方式,优化服务体验,改变营销策略,随时对市场信息做出反馈,对用户需求进行提前预测,并在最短时间做出反应,以批量生产的低价格进行定制服务。因此,传统企业如何利用互联网,将互联网思维和技术融入到企业生产和管理过程中,促进企业转型升级是具有十分重要的现实意义。本文以传统企业作为研究对象,对其在组织结构创新、产品研发创新以及营销模式创新三方面进行了论证。其中组织结构的创新包括组织的扁平化和平台化转型,因为组织的结构决定着企业的运行效率,研究组织结构创新方式能够最快对企业转型升级进行理论和现实指导和建议;对产品研发创新方面的研究是从用户驱动、快速迭代以及跨领域行业的产品创新转型三个方面进行研究,因为消费者对产品的需求是企业发展的主体驱动力,所以对企业产品研发创新研究可以为企业提供改善产品研发的新思路,做到真正满足消费者需求,提高产品竞争力;产品营销作为企业的核心环节之一,研究传统企业营销模式的创新可以为传统企业营销手段的多元化提供思路,本文主要探讨了大数据营销、社群营销、免费营销三种营销创新方式。本文主要采用理论分析与案例研究相结合的方法,为传统企业借助互联网思维进行转型升级提供一些思路和经验借鉴。
[Abstract]:Nowadays, the society has entered the Internet era, and the rapid development and application of the Internet is constantly influencing and changing the operation track of enterprises. As a new engine of economic development, Internet has great economic benefits, but also has a strong impact on the traditional economic model. The traditional enterprises still play an important role in the current economic development of our country, but at present, the traditional enterprises in our country generally have insufficient independent innovation ability, the operation efficiency of the enterprise organization structure is low, the marketing mode is single and backward, and the product competitiveness is not strong. Lack of core competitiveness and other development constraints. In addition, facing the global economic downturn, operating costs continue to rise and other severe business environment. With the improvement of China's Internet infrastructure and the explosive growth of Internet users, the Internet market has made rapid development. In this context, Internet thinking applications have emerged. It is a new mode of thinking born under the background of economic globalization and the rapid development of information technology, which has a profound influence on the transformation and upgrading of traditional enterprises. Facing the increasingly competitive environment, the enterprise must innovate the production mode of product research and development, optimize the service experience, change the marketing strategy, make feedback to the market information at any time, forecast the user's demand in advance, and react in the shortest time. Customized service at low price for mass production. Therefore, it is of great practical significance for traditional enterprises to make use of the Internet, to integrate Internet thinking and technology into the process of enterprise production and management, and to promote the transformation and upgrading of enterprises. This paper takes the traditional enterprise as the research object, and demonstrates the innovation of organization structure, product research and development and marketing mode. The innovation of organizational structure includes flattening and platform transformation of organization, because the structure of organization determines the efficiency of enterprise operation, the research of innovation mode of organizational structure can provide theoretical and practical guidance and suggestions for the transformation and upgrading of enterprises as soon as possible. The research on product R & D innovation is from three aspects: user-driven, rapid iteration and product innovation transformation across industries, because consumer demand for products is the main driving force of enterprise development. Therefore, the research on innovation of enterprise product research and development can provide enterprises with new ideas to improve product research and development, so as to truly meet the needs of consumers and enhance the competitiveness of products. As one of the core links of enterprises, product marketing is one of the core links of enterprises. The research on the innovation of traditional enterprise marketing mode can provide ideas for the diversification of traditional enterprise marketing means. This paper mainly discusses three marketing innovation modes: big data marketing, community marketing and free marketing. This paper mainly adopts the method of combining theoretical analysis and case study to provide some ideas and experiences for traditional enterprises to transform and upgrade with the help of Internet thinking.
【学位授予单位】：中共江苏省委党校
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6

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