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  本文選題：東航 + 電子商務(wù)平臺　； 參考：《江西財經(jīng)大學(xué)》2016年碩士論文

【摘要】：商業(yè)模式創(chuàng)新就是把貴的商品變便宜、便宜的商品變免費以及復(fù)雜商品變簡單(周鴻煒2013)。微信、360、小米等產(chǎn)品和天貓、京東、唯品會等平臺的出現(xiàn),顛覆了傳統(tǒng)的商業(yè)模式,這類創(chuàng)新型企業(yè),不但創(chuàng)造了巨大的經(jīng)濟效益和獨特的整體競爭優(yōu)勢,而且以低價或者免費方式向消費者提供原本高價的產(chǎn)品或服務(wù)。它們通過商業(yè)模式創(chuàng)新,既實現(xiàn)了企業(yè)價值最大化,又實現(xiàn)了客戶價值最大化。本文以東航電子商務(wù)平臺的運行現(xiàn)狀為基礎(chǔ),運用商業(yè)模式創(chuàng)新理論,分析客戶未被滿足的需求,探索整合東航內(nèi)外部資源及能力等系列舉措,以求打造東航電子商務(wù)平臺新的商業(yè)模式,實現(xiàn)客戶在平臺內(nèi)更簡單、更便宜的購買以航空出行為主的各類產(chǎn)品。本文主要采用文獻分析法、演繹歸納法、PEST分析法和SWOT分析法來研究東航電子商務(wù)平臺商業(yè)模式創(chuàng)新:首先,從研究電子商務(wù)、電子商務(wù)平臺及商業(yè)模式創(chuàng)新相關(guān)理論著手,梳理商業(yè)模式要素理論,系統(tǒng)分析電子商務(wù)平臺的商業(yè)模式創(chuàng)新,并以此作為論文的研究支撐;其次,是對東航電子商務(wù)平臺現(xiàn)狀及問題進行闡述,并通過分析平臺產(chǎn)品價值、經(jīng)營策略、市場定位、營銷推廣、運作管理、資源整合、營利收入、成本控制和資本運作等,尋找出東航電子商務(wù)平臺運營中存在的問題;第三,分析東航電子商務(wù)平臺商業(yè)模式創(chuàng)新的動力和阻力、創(chuàng)新的原則和思路以及方法與路徑;第四,對東航電子商務(wù)平臺的商業(yè)模式進行優(yōu)化設(shè)計,并對優(yōu)化前后商業(yè)模式進行比較;最后,通過前文分析,得出商業(yè)模式創(chuàng)新結(jié)論,并對東航電子商務(wù)平臺商業(yè)模式創(chuàng)新進行討論。本文可能的創(chuàng)新之處有:一是在理論分析和文獻研究的基礎(chǔ)上,構(gòu)建適合東航電子商務(wù)平臺的商業(yè)模式;二是對商業(yè)模式要素創(chuàng)新進行清晰的路徑描述,使得電子商務(wù)平臺商業(yè)模式創(chuàng)新的邏輯更加清晰;三是給需要商業(yè)模式創(chuàng)新的國有企業(yè)提供理論借鑒。
[Abstract]:Business model innovation is to make expensive goods cheaper, cheaper goods free, and complex goods simpler (Zhou Hongwei 2013 / 3). The emergence of WeChat, Xiaomi and other products and platforms such as Tmall, JingDong and VIPSHOP has overturned the traditional business model. Such innovative enterprises have not only created enormous economic benefits and unique overall competitive advantages, And at low or free ways to provide consumers with the original high-priced products or services. Through the innovation of business model, they not only realize the maximization of enterprise value, but also realize the maximization of customer value. Based on the status quo of the E-commerce platform of China Eastern Airlines, this paper applies the theory of business model innovation, analyzes the unsatisfied needs of customers, and explores a series of measures to integrate the internal and external resources and capabilities of China Eastern Airlines. In order to create a new e-commerce platform business model, customers in the platform easier, cheaper to buy a variety of products based on air travel. This paper mainly uses the literature analysis method, deductive induction analysis method and SWOT analysis method to study the business model innovation of China Eastern Airlines e-commerce platform. Firstly, it starts with the relevant theories of e-commerce, e-commerce platform and business model innovation. Combing the theory of business model elements, systematically analyzing the business model innovation of e-commerce platform, and taking it as the research support of the paper. Secondly, the status quo and problems of E-commerce platform of China Eastern Airlines are expounded, and the product value of the platform is analyzed. Management strategy, market positioning, marketing promotion, operation management, resource integration, profit income, cost control and capital operation, etc., to find out the problems existing in the operation of China Eastern Airlines e-commerce platform; third, This paper analyzes the motive force and resistance of the business model innovation of China Eastern Airlines e-commerce platform, the principles and ideas of innovation, and the methods and paths. Fourth, it optimizes the design of the commercial model of China Eastern Airlines e-commerce platform. Finally, through the previous analysis, the conclusion of business model innovation is drawn, and the commercial model innovation of China Eastern Airlines e-commerce platform is discussed. The possible innovations of this paper are as follows: first, on the basis of theoretical analysis and literature research, to construct a business model suitable for the E-commerce platform of China Eastern Airlines; second, to make a clear path description of the innovation of business model elements. Make the logic of e-commerce platform business model innovation more clear; third, provide theoretical reference for state-owned enterprises that need business model innovation.
【學(xué)位授予單位】：江西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F724.6;F562.6

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