本文選題：商業(yè)模式 + 價(jià)值鏈�。� 參考：《東華大學(xué)》2017年碩士論文

【摘要】：近幾年來(lái),隨著4G網(wǎng)絡(luò)速度的大幅提高,網(wǎng)絡(luò)資費(fèi)也因?yàn)檫\(yùn)營(yíng)商之間的市場(chǎng)競(jìng)爭(zhēng)逐年走低,移動(dòng)互聯(lián)網(wǎng)產(chǎn)品和技術(shù)得到了快速發(fā)展,移動(dòng)終端用戶(hù)人群日益擴(kuò)大,市場(chǎng)規(guī)模也在迅猛增長(zhǎng),產(chǎn)業(yè)前景火爆。諸多行業(yè)都紛紛向移動(dòng)互聯(lián)網(wǎng)進(jìn)行戰(zhàn)略轉(zhuǎn)型,各行業(yè)的領(lǐng)軍企業(yè)都在試圖搶占未來(lái)產(chǎn)業(yè)價(jià)值鏈的主導(dǎo)權(quán)。由此,移動(dòng)互聯(lián)網(wǎng)產(chǎn)業(yè)價(jià)值鏈的布局競(jìng)爭(zhēng)就越來(lái)越激烈,商業(yè)模式也日趨開(kāi)放和多元化。目前,以移動(dòng)互聯(lián)網(wǎng)App和二維碼技術(shù)相結(jié)合的移動(dòng)互聯(lián)網(wǎng)產(chǎn)品正在以一種新的移動(dòng)互聯(lián)網(wǎng)入口概念日益引發(fā)這個(gè)行業(yè)各從業(yè)者的關(guān)注,它以移動(dòng)端App作為企業(yè)客戶(hù)參與的基礎(chǔ),通過(guò)云計(jì)算和大數(shù)據(jù)技術(shù)儲(chǔ)存相結(jié)合,利用圖像識(shí)別技術(shù)的高精密算法,同時(shí)融入行業(yè)屬性特點(diǎn)及行業(yè)特色,針對(duì)一些特定行業(yè)做價(jià)值鏈上下游的延伸,對(duì)行業(yè)的商業(yè)模式進(jìn)行了新的創(chuàng)新,不但顛覆著傳統(tǒng)移動(dòng)互聯(lián)網(wǎng)的經(jīng)營(yíng)方式,也重新構(gòu)建了新的價(jià)值鏈體系和商業(yè)模式。在風(fēng)險(xiǎn)投資機(jī)構(gòu)刺激和競(jìng)爭(zhēng)對(duì)手的高強(qiáng)度壓力下,現(xiàn)階段業(yè)界對(duì)其關(guān)注更多還在側(cè)重技術(shù)實(shí)現(xiàn)和內(nèi)容創(chuàng)新,以及快速積累用戶(hù),偏好企業(yè)客戶(hù)的幾何級(jí)增長(zhǎng)狀態(tài),而對(duì)其商業(yè)模式的深入分析和研究還相對(duì)較少。本文將基于價(jià)值鏈的商業(yè)模式引入到以二維碼技術(shù)加防偽溯源行業(yè)的研究中,以?xún)r(jià)值鏈理論為指導(dǎo),針對(duì)cp快拍公司運(yùn)營(yíng)的移動(dòng)客戶(hù)端cp快拍業(yè)務(wù)為案例,分析二維碼技術(shù)在移動(dòng)互聯(lián)網(wǎng)行業(yè)發(fā)展演進(jìn)過(guò)程中的價(jià)值鏈特征和現(xiàn)階段存在的商業(yè)模式類(lèi)型,總結(jié)出移動(dòng)互聯(lián)網(wǎng)企業(yè)的業(yè)務(wù)發(fā)展經(jīng)驗(yàn),找到適用于cp快拍企業(yè)業(yè)務(wù)發(fā)展的價(jià)值鏈整合方式和商業(yè)模式,同時(shí)也為其它同類(lèi)型業(yè)務(wù)的企業(yè)在發(fā)展初期,針對(duì)價(jià)值鏈整合和商業(yè)模式確立提供了理論基礎(chǔ)和參考經(jīng)驗(yàn)。在本文的研究主線(xiàn)如下,從理論框架上:基于價(jià)值鏈文獻(xiàn)研究的基礎(chǔ)上總結(jié)出以往行業(yè)的定位理論的發(fā)展及其特點(diǎn),并整理與現(xiàn)有的產(chǎn)品價(jià)值鏈整理結(jié)合策略相關(guān)的研究成果,給出商業(yè)模式優(yōu)化路徑。方法上面:采取文獻(xiàn)研究法為本文研究的方面提供理論支撐;通過(guò)案例分析法分析當(dāng)前二維碼防偽溯源的幾種價(jià)值鏈形式和商業(yè)模式,對(duì)cp快拍企業(yè)產(chǎn)品定位以及價(jià)值鏈進(jìn)行分析探討;以問(wèn)卷調(diào)查法、訪(fǎng)談法反饋的信息搜集探索cp快拍企業(yè)的商業(yè)模式發(fā)展。通過(guò)數(shù)據(jù)分析為用戶(hù)畫(huà)像及產(chǎn)品定位,并且與價(jià)值鏈進(jìn)行整合,為商業(yè)模式優(yōu)化提供堅(jiān)實(shí)的數(shù)據(jù)支撐。本文主要研究結(jié)論包括:(1)歸納梳理移動(dòng)互聯(lián)網(wǎng)企業(yè)的發(fā)展現(xiàn)狀,指出其商業(yè)模式上的欠缺手持智能終端發(fā)展迅猛,移動(dòng)網(wǎng)絡(luò)資費(fèi)進(jìn)一步降低,網(wǎng)速傳輸速度進(jìn)一步提高;傳統(tǒng)互聯(lián)網(wǎng)企業(yè)和新興的移動(dòng)互聯(lián)網(wǎng)企業(yè)迅速投入到移動(dòng)互聯(lián)的市場(chǎng)中去,快速占領(lǐng)市場(chǎng)規(guī)模,擴(kuò)大消費(fèi)者和企業(yè)客戶(hù)兩端的用戶(hù)規(guī)模,從品牌上和產(chǎn)品上快速占領(lǐng)用戶(hù)的手持終端桌面,從產(chǎn)品策略和營(yíng)銷(xiāo)理念上不斷刺激用戶(hù)的活躍度和黏性,部分企業(yè)已經(jīng)在一些細(xì)分領(lǐng)域中搶占先機(jī),形成了一定的核心競(jìng)爭(zhēng)力和行業(yè)壁壘;但是從另外一個(gè)層面也可以看到,不管大型移動(dòng)互聯(lián)企業(yè)還是中小型的移動(dòng)互聯(lián)企業(yè),普遍存在營(yíng)收單一和營(yíng)業(yè)收入偏少的局面,企業(yè)在商業(yè)模式制定上還處于嘗試摸索階段,并且在一些企業(yè)產(chǎn)品中工具屬性偏強(qiáng)的產(chǎn)品,還存在用戶(hù)忠誠(chéng)度低,用戶(hù)流失快的問(wèn)題。在一定程度上制約了企業(yè)的快速及可持續(xù)發(fā)展。(2)構(gòu)建移動(dòng)互聯(lián)網(wǎng)企業(yè)的產(chǎn)品價(jià)值鏈體系和商業(yè)模式框架基于文獻(xiàn)研究,利用價(jià)值鏈等相關(guān)理論,參考相關(guān)文獻(xiàn),進(jìn)一步研究移動(dòng)互聯(lián)網(wǎng)企業(yè)等相關(guān)新興產(chǎn)業(yè)價(jià)值鏈的參與主體以及市場(chǎng)細(xì)分等。構(gòu)建了移動(dòng)互聯(lián)模式的的二維碼產(chǎn)業(yè)價(jià)值鏈體系和商業(yè)模式概念框架。內(nèi)容鏈及服務(wù)鏈作為兩條支流體現(xiàn)了價(jià)值鏈。產(chǎn)品、信息流以及服務(wù)三者的結(jié)合構(gòu)成了商業(yè)模式。論證了二維碼產(chǎn)業(yè)的價(jià)值鏈和商業(yè)模式的理論依據(jù),并結(jié)合目前研究進(jìn)展及相關(guān)理論,研究cp快拍企業(yè)目前市場(chǎng)、目標(biāo)人群、可替代產(chǎn)品、以及產(chǎn)品定位等現(xiàn)狀,重點(diǎn)研究cp快拍二維碼產(chǎn)品在市場(chǎng)細(xì)分領(lǐng)域的市場(chǎng)定位、價(jià)值鏈整合、商業(yè)模式等方面存在的不足,為下一步提出應(yīng)對(duì)思路打下了堅(jiān)實(shí)的理論基礎(chǔ)。(3)提出移動(dòng)互聯(lián)網(wǎng)企業(yè)商業(yè)模式優(yōu)化和價(jià)值鏈保障機(jī)制建議本研究基于cp快拍企業(yè)產(chǎn)品對(duì)用戶(hù)的需求、企業(yè)付費(fèi)能力以及營(yíng)銷(xiāo)渠道的調(diào)研數(shù)據(jù),對(duì)二維碼的商業(yè)模式進(jìn)行模型構(gòu)建并提出優(yōu)化建議。通過(guò)案例分析法,對(duì)移動(dòng)互聯(lián)企業(yè)的商業(yè)模式進(jìn)行了實(shí)證研究,通過(guò)對(duì)其經(jīng)營(yíng)環(huán)境、商業(yè)模式、企業(yè)戰(zhàn)略和經(jīng)營(yíng)行為的分析,發(fā)現(xiàn)該公司商業(yè)模式存在的主要問(wèn)題,并針對(duì)問(wèn)題提出基于價(jià)值鏈的優(yōu)化建議,為公司的發(fā)展提供相關(guān)依據(jù),并為其他移動(dòng)互聯(lián)企業(yè)的發(fā)展提供參考和借鑒。最后,本研究從市場(chǎng)細(xì)分、品牌策略、產(chǎn)品結(jié)構(gòu)、渠道構(gòu)建、用戶(hù)群體、資源配置、資本運(yùn)作等方面多個(gè)維度提出cp快拍企業(yè)的商業(yè)模式優(yōu)化、創(chuàng)新路徑研究,并從價(jià)值鏈優(yōu)化保障、管理保障和資金保障三個(gè)方面給出了價(jià)值鏈保障機(jī)制和商業(yè)模式優(yōu)化創(chuàng)新機(jī)制思路,并提出了研究不足和展望。本文研究的創(chuàng)新點(diǎn)在于對(duì)國(guó)內(nèi)移動(dòng)互聯(lián)網(wǎng)行業(yè)里面產(chǎn)業(yè)鏈的上下游環(huán)節(jié)進(jìn)行了較全面、清晰的梳理,以CP快拍的案例為基礎(chǔ),提出移動(dòng)互聯(lián)網(wǎng)企業(yè)的商業(yè)模式技術(shù)優(yōu)化策略。本文將價(jià)值鏈理論運(yùn)用到二維碼產(chǎn)業(yè)的商業(yè)模式研究中,為后續(xù)研究開(kāi)拓了一個(gè)嶄新的視角。
[Abstract]:In recent years, with the rapid improvement of the speed of 4G network, network tariff has also been declining year by year because of the market competition between operators, mobile Internet products and technology have been developed rapidly, mobile terminal users are expanding, the market size is growing rapidly, the industry is hot. Many industries have been moving to the mobile Internet. In the strategic transformation, the leading enterprises of all industries are trying to seize the dominant power in the future industrial value chain. Thus, the competition of the distribution of the value chain of the mobile Internet industry is becoming more and more intense, and the business model is increasingly open and diversified. At present, mobile Internet products with the combination of mobile Internet App and two-dimensional code technology are emerging as a new type of mobile Internet. The concept of mobile Internet entry has increasingly attracted the attention of all practitioners in this industry. It takes mobile terminal App as the basis for enterprise customer participation, combines cloud computing with large data technology storage, uses high precision algorithms of image recognition technology, and integrates industry attributes and industry features, and makes value for some specific industries. The extension of the upstream and downstream of the chain has made new innovations to the business model of the industry. It not only subverts the traditional way of the mobile Internet, but also reconstructs a new value chain and business model. Under the high intensity pressure of venture capital institutions and competitors, the industry is paying more attention to the technology and the technology. Content innovation, and the rapid accumulation of users, preference for the enterprise customer's geometric growth state, and the in-depth analysis and Research on its business model are relatively few. This paper introduces the business model based on value chain to the study of the two dimensional code technology and anti-counterfeit traceability industry, guided by the value chain theory, and operates on the CP snapshot company. As a case of mobile client CP fast beat business, this paper analyzes the value chain characteristics of two-dimensional code technology in the development and evolution of the mobile Internet industry and the commercial pattern types existing at the present stage, summarizes the business development experience of the mobile Internet enterprises, and finds the value chain integration and business model suitable for the development of CP fast beat business. It also provides a theoretical basis and reference experience for other enterprises of the same type of business in the early stage of development, aiming at the integration of value chain and the establishment of business model. In this paper, the main line of research is as follows. On the basis of the theoretical framework, based on the research of value chain literature, it summarizes the development and characteristics of the previous industry positioning theory, and collate it with the present. The product value chain collation and strategy related research results give the optimization path of the business model. Above: the literature research method is adopted to provide theoretical support for this study. Through the case analysis, several value chain forms and business models of the current two-dimensional code anti-counterfeiting traceability are analyzed, and the product positioning and price of the CP snapshot enterprises are determined and priced. The value chain is analyzed and discussed; the business model development of CP fast beat enterprise is explored by questionnaire survey method and interview method. Through the data analysis, the user portrait and product positioning, and the integration with the value chain, provide solid data support for the optimization of business model. The main conclusions of this paper include: (1) induction and carding movement The current situation of Internet enterprise development points out that the lack of hand-held intelligent terminal in its business mode is developing rapidly, the tariff of mobile network is further reduced and the speed of network speed is further improved; the traditional Internet enterprises and new mobile Internet enterprises are rapidly investing in the market of mobile Internet, rapidly occupying the market scale and expanding consumption. The scale of users and customers at both ends of the enterprise quickly occupies the user's hand-held desktop from the brand and the product, and constantly stimulates the user's activity and stickiness from the product strategy and marketing concept. Some enterprises have already seized the opportunity in some subdivision areas and formed a certain core competitiveness and industry barriers. It can also be seen that no matter the large mobile interconnected enterprises or small and medium-sized mobile Internet enterprises, there is a general situation of single revenue and less operating income, and the business model is still in the trial stage, and the products with strong tool properties in some enterprise products have low customer loyalty, and the users are still low in loyalty. The fast and sustainable development of the enterprise is restricted to a certain extent. (2) the product value chain system and business model framework for the construction of mobile Internet enterprises based on literature research, the use of the value chain and other related theories, and the reference of relevant literature, further study the participation in the value chain of emerging industries, such as mobile Internet enterprises. The two dimensional code industry value chain system and the business model concept frame are constructed. The content chain and service chain are two tributaries which reflect the value chain. The product, information flow and the combination of the three services constitute the business model. On the basis of the research, and combining with the current research progress and related theories, this paper studies the current market, target population, alternative products, and product positioning of CP fast beat enterprises, and focuses on the shortage of market positioning, value chain integration and business model of CP fast beat two-dimensional code products in the market segmentation field. A solid theoretical basis is laid. (3) propose the optimization of the business model and the value chain guarantee mechanism of the mobile Internet enterprise. This study is based on the demand of the customers, the ability of enterprise pay and the research data of the marketing channel based on the CP fast beat. This paper makes an empirical study on the business model of mobile interconnected enterprises. Through the analysis of its operating environment, business model, enterprise strategy and business behavior, we find the main problems in the business model of the company, and put forward the optimization suggestions based on the value chain to provide the relevant basis for the development of the company, and for other mobile exchanges. In the end, the research from the aspects of market segmentation, brand strategy, product structure, channel construction, user groups, resource allocation, capital operation, and other aspects of CP fast beat business model optimization, innovation path research, and from the value chain optimization, management guarantee and fund security three aspects. The value chain guarantee mechanism and the thinking of the optimization and innovation mechanism of the business model are given, and the shortage and Prospect of the research are put forward. The innovation point of this paper is to make a more comprehensive and clear combing of the upstream and downstream links of the industrial chain in the domestic mobile Internet industry, based on the case of CP snap, and put forward the business of the mobile Internet enterprise. This paper applies the theory of value chain to the business mode research of the two-dimensional code industry, and opens up a new perspective for further research.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F49;F274

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本文編號(hào)：1985185