本文關(guān)鍵詞：不同價值主張及其交互對電子商務(wù)企業(yè)績效的影響　出處：《南京大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 商業(yè)模式 價值主張 后民族志法 案例調(diào)查法 交互作用

【摘要】：近年來,商業(yè)模式得到學(xué)術(shù)界和企業(yè)家的青睞,越來越多的學(xué)者在研究成功商業(yè)模式的要素和結(jié)構(gòu),但是很少有人關(guān)注商業(yè)模式內(nèi)部的元素。價值主張作為商業(yè)模式的核心要素,對電子商務(wù)運營績效有著重要的影響。但價值主張具體如何對電子商務(wù)績效產(chǎn)生影響,如不同類型價值主張對于電子商務(wù)運營績效的影響有何區(qū)別?不同價值主張相結(jié)合是否會更好地提升電子商務(wù)運營績效?這些問題目前還缺乏深入探討,這些也是本文致力于解決的問題。 本文采用后民族志法(Meta-ethnography)和案例調(diào)查法(Case Survey)、定性與定量相結(jié)合的兩種研究方法,經(jīng)過長達半年有余的時間深入研究商業(yè)模式的構(gòu)成要素與電子商務(wù)企業(yè)績效的關(guān)系。首次開發(fā)出價值主張的編碼方案,并運用案例調(diào)查法對50個電子商務(wù)領(lǐng)域的企業(yè)案例進行編碼,之后運用逐步回歸分析的方法檢驗價值主張與電子商務(wù)企業(yè)績效之間的關(guān)系,得到單個價值主張對績效可能并沒有顯著的影響,可是它們一旦結(jié)合成創(chuàng)新型和產(chǎn)品互補型、創(chuàng)新型和渠道互補型這兩組價值主張就具有正向交互作用。 本文主要包括五章,包括研究背景、研究方法、研究設(shè)計、結(jié)論以及研究意義。其中第三章、第四章為研究重點。 第一章緒論,提出了價值主張研究的背景和意義,并提出了本文研究的主要內(nèi)容。 第二章進行了相關(guān)理論基礎(chǔ)的文獻回顧,包括商業(yè)模式的概念、構(gòu)成要素和價值主張的概念、分類。 第三章闡述了本文的兩種研究方法：后民族志法(Meta-ethnography)和案例調(diào)查法(Case Survey),并結(jié)合本文具體的研究內(nèi)容詳細說明這兩種研究方法的每一個步驟,以便于讀者充分了解本文。 第四章是數(shù)據(jù)分析的過程,運用逐步回歸分析的方法分析案例調(diào)查法得到的數(shù)據(jù),得出本文的研究結(jié)論。 第五章主要總結(jié)了本文的研究結(jié)論、管理啟示和貢獻,并指出其局限性。
[Abstract]:In recent years, business model has been favored by academia and entrepreneurs. More and more scholars are studying the elements and structure of successful business model. However, few people pay attention to the elements within the business model. Value proposition is the core element of the business model. It has an important impact on the performance of e-commerce operations. But how does the value proposition affect the performance of e-commerce, such as the different types of value claims on the performance of e-commerce operations? Will the combination of different value claims better improve the performance of e-commerce operations? These problems are still lack of in-depth discussion, these are also the problems this paper is committed to solve. In this paper, two research methods, namely Meta-ethnography) and case investigation, are used to combine qualitative and quantitative methods. After more than half a year of in-depth research on the relationship between the business model components and the performance of e-commerce enterprises, the coding scheme of value proposition is developed for the first time. Using the case study method to encode 50 enterprise cases in the field of electronic commerce, and then use stepwise regression analysis method to test the relationship between value proposition and the performance of e-commerce enterprises. Getting a single value proposition may not have a significant impact on performance, but once they are combined into innovative and product complementary, innovative and channel complementary two groups of value proposition have positive interaction. This paper mainly includes five chapters, including the research background, research methods, research design, conclusions and research significance. The first chapter introduces the background and significance of the study of value proposition, and puts forward the main contents of this paper. The second chapter reviews the related theories, including the concept of business model, the concept of constituent elements and value proposition, and the classification. The third chapter describes the two research methods of this paper: the post-ethnography (Meta-ethnography) and the case survey (case survey). Each step of these two research methods is explained in detail in this paper, so that readers can fully understand this paper. Chapter 4th is the process of data analysis. The method of stepwise regression analysis is used to analyze the data obtained by case investigation. Chapter 5th summarizes the research conclusions, management inspiration and contribution, and points out its limitations.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F724.6

【引證文獻】

相關(guān)期刊論文 前1條

1 劉秀;楊雪;金琪明;;價值網(wǎng)絡(luò)關(guān)系與企業(yè)價值主張實現(xiàn):基于98家電子商務(wù)企業(yè)的案例調(diào)研研究[J];南大商學(xué)評論;2012年04期

相關(guān)碩士學(xué)位論文 前1條

1 謝云蕾;網(wǎng)絡(luò)零售企業(yè)商業(yè)模式運行機制研究[D];浙江工商大學(xué);2013年

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本文編號：1420679