本文關(guān)鍵詞：價值網(wǎng)絡關(guān)系對電子商務企業(yè)的創(chuàng)新型和互補型價值主張實現(xiàn)的影響研究　出處：《南京大學》2012年碩士論文　論文類型：學位論文

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【摘要】：在互聯(lián)網(wǎng)商業(yè)迅猛發(fā)展的進程中,商業(yè)模式(Business Model)早已是被廣泛關(guān)注和討論的熱點話題,學術(shù)界已廣泛研究探討了商業(yè)模式的要素和結(jié)構(gòu)等方面,然而關(guān)于商業(yè)模式內(nèi)部價值網(wǎng)絡關(guān)系的研究還很少。商業(yè)模式的各個組成部分必須有機聯(lián)系成為一個整體,才能形成良性的循環(huán)。在商業(yè)模型構(gòu)成要素中,定義價值的“價值主張”和創(chuàng)造、傳遞價值的“價值網(wǎng)絡”同樣需要保持二者之間的有機聯(lián)系。對于電子商務企業(yè)實現(xiàn)創(chuàng)新型和互補型價值主張,究竟企業(yè)自身應該與供應商和顧客間構(gòu)建什么樣的網(wǎng)絡關(guān)系(緊密的強關(guān)系還是較弱的關(guān)系),才能最大程度有助于企業(yè)實現(xiàn)這兩類價值主張從而提升企業(yè)績效?本文即是基于網(wǎng)絡關(guān)系的視角,探討電子商務企業(yè)價值網(wǎng)絡中企業(yè)、供應商和消費者之間的關(guān)系強度對于電子商務企業(yè)實現(xiàn)產(chǎn)品創(chuàng)新型和產(chǎn)品互補型價值主張的影響關(guān)系,以及兩類價值主張對于電子商務企業(yè)績效的作用。 本文主要運用定性與定量相結(jié)合的案例調(diào)查法(Case Survey),對收集到的98個企業(yè)案例進行編碼獲得樣本數(shù)據(jù),通過相關(guān)分析、回歸分析等方法對研究問題構(gòu)建的模型進行了檢驗,得到的主要結(jié)論包括：電子商務企業(yè)的產(chǎn)品創(chuàng)新型和產(chǎn)品互補型兩種價值主張相結(jié)合對企業(yè)的績效有正向的影響作用；企業(yè)與大供應商的緊密關(guān)系有利于實現(xiàn)創(chuàng)新型價值主張；供應商與消費者的關(guān)系強度反向調(diào)節(jié)企業(yè)與大供應商的關(guān)系強度對創(chuàng)新型價值主張的影響作用,同時正向調(diào)節(jié)企業(yè)與小供應商的關(guān)系強度對于互補性價值主張的影響作用。 本文內(nèi)容主要包括五個章節(jié),如下： 第一章：緒論部分,對當前電子商務發(fā)展現(xiàn)狀和趨勢等相關(guān)研究背景進行簡要概括,提出本文的研究問題,闡明研究目的及研究意義。 第二章：文獻回顧,對商業(yè)模式、價值主張和價值網(wǎng)絡的相關(guān)研究進行大量文獻回顧并分析討論已有的相關(guān)研究理論和結(jié)論。 第三章：研究設計,基于文獻回顧和研究問題構(gòu)建研究模型及相關(guān)假設,詳細介紹案例調(diào)查法(Case Survey)以及本研究的編碼方案設計和編碼過程等。 第四章：數(shù)據(jù)分析,基于從98個樣本案例中提取的數(shù)據(jù)資料,運用相關(guān)分析、回歸分析等方法對本研究模型提出的假設進行分析檢驗。 第五章：結(jié)論與討論,總結(jié)本研究的主要結(jié)論,結(jié)合具體案例展開討論,提出若干理論研究啟示和管理實踐啟示,并指出本研究的局限性和未來研究展望。
[Abstract]:In the process of rapid development of Internet commerce, Business Model has long been a hot topic of widespread concern and discussion. The academic community has extensively studied the elements and structure of the business model. However, there is little research on the relationship between the value network of the business model. Each component of the business model must be organically linked into a whole to form a virtuous circle. "value proposition" and "value network", which define value and create and transmit value, also need to maintain the organic connection between them, and realize innovative and complementary value proposition for e-commerce enterprises. What kind of network relationship should the enterprise itself build with suppliers and customers (close strong relationship or weak relationship). Ability to the greatest extent to help enterprises to achieve these two types of value claims to improve corporate performance? This paper is based on the perspective of network relations to explore the value of e-commerce enterprises in the network. The relationship between supplier and consumer influences the relationship between the value proposition of product innovation and product complementarity, and the effect of the two kinds of value proposition on the performance of e-commerce enterprise. This paper mainly uses qualitative and quantitative case survey method to code 98 enterprise cases to obtain sample data through correlation analysis. Regression analysis and other methods are used to test the model. The main conclusions are as follows: the combination of product innovation and product complementary value proposition has a positive effect on enterprise performance; The close relationship between enterprises and large suppliers is conducive to the realization of innovative value proposition; The relationship intensity between suppliers and consumers reversely adjusts the influence of relationship strength between enterprises and large suppliers on innovative value proposition. At the same time, the influence of the strength of the relationship between the firm and the small supplier on the complementary value proposition is positively regulated. This paper mainly includes five chapters, as follows: The first chapter is the introduction, which briefly summarizes the current situation and trend of e-commerce research, puts forward the research issues of this paper, and clarifies the purpose and significance of the research. Chapter II: literature review, the business model, value proposition and value network related research literature review and analysis and discussion of the existing relevant research theories and conclusions. Chapter III: research design, based on literature review and research issues to build research model and related assumptions. The method of case survey and the coding scheme design and coding process of this study are introduced in detail. Chapter 4th: data analysis, based on the data extracted from 98 sample cases, using correlation analysis, regression analysis and other methods to analyze and test the hypotheses proposed in this research model. Chapter 5th: conclusion and discussion, summing up the main conclusions of this study, combining with specific cases to discuss, put forward a number of theoretical research and management practice enlightenment, and pointed out the limitations of this study and future research prospects.
【學位授予單位】：南京大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F724.6;F272.5;F274;F273.1

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