【摘要】：21世紀(jì)以來,國民生活水平進(jìn)一步提高,互聯(lián)網(wǎng)普及率不斷擴(kuò)大,電子商務(wù)產(chǎn)業(yè)在我國獲得了飛快的發(fā)展。2004年底,國務(wù)院出臺了《關(guān)于加快電子商務(wù)發(fā)展的若干意見》,隨后我國電子商務(wù)產(chǎn)業(yè)經(jīng)歷了一段的爆發(fā)式增長;近五年,我國電子商務(wù)的年均增長率維持在30%以上,保持著平穩(wěn)快速的發(fā)展態(tài)勢;截止2014年,中國電商行業(yè)的市場交易總額達(dá)到13.4萬億元,較上年相比增長了28.8%。電子商務(wù)產(chǎn)業(yè)是互聯(lián)網(wǎng)時(shí)代的產(chǎn)物,是一個(gè)新興的產(chǎn)業(yè),與傳統(tǒng)產(chǎn)業(yè)不同的是,電子商務(wù)產(chǎn)業(yè)主要有兩類企業(yè)組成——平臺企業(yè)和平臺的參與者,其中,平臺企業(yè)的影響力和規(guī)模會直接影響電子商務(wù)參與者和交易的規(guī)模。本文主要以價(jià)值鏈的研究視角為出發(fā)點(diǎn),考察電子商務(wù)產(chǎn)業(yè)中的平臺企業(yè)用怎樣的商業(yè)模式為該平臺的參與者來提供服務(wù),從而獲得平臺自身發(fā)展,進(jìn)而促進(jìn)整個(gè)產(chǎn)業(yè)的發(fā)展;在對代表性的平臺企業(yè)案例分析的基礎(chǔ)上,探究影響平臺企業(yè)商業(yè)模式發(fā)展的因素。我國不同電子商務(wù)平臺所采用的商業(yè)模式各不相同,平臺企業(yè)經(jīng)營績效也各不相同。具有代表性的是:以提供交易平臺為主的“淘寶模式”、以直營和產(chǎn)業(yè)鏈服務(wù)為主的“京東模式”,以及以團(tuán)購、垂直電商等為主的“聚美模式”(包括唯品會等)。不同的商業(yè)模式在我國的社會發(fā)展中體現(xiàn)了不同的增長性和不同的交易特點(diǎn),不同的平臺企業(yè)也在電子商務(wù)產(chǎn)業(yè)中提供了不同的價(jià)值鏈服務(wù)內(nèi)容。本文以理論研究和實(shí)證研究相結(jié)合的方式,在實(shí)證中采用案例與計(jì)量相結(jié)合的方法,把電子商務(wù)產(chǎn)業(yè)平臺企業(yè)的商業(yè)模式和價(jià)值鏈定位結(jié)合在一起,從價(jià)值鏈視角研究了電子商務(wù)平臺企業(yè)的商業(yè)模式的形成機(jī)制。本文的創(chuàng)新之處在于:一是在國內(nèi)率先以社會經(jīng)濟(jì)的發(fā)展來考察電子商務(wù)平臺企業(yè)的發(fā)展模式和企業(yè)經(jīng)營績效;二是創(chuàng)新性的以價(jià)值鏈定位的角度來考察我國主要電子商務(wù)平臺企業(yè)商業(yè)模式在價(jià)值定位和經(jīng)營策略上的差異;三是為未來電子商務(wù)產(chǎn)業(yè)平臺企業(yè)商業(yè)模式的創(chuàng)新提供了可資參考的依據(jù)。通過研究我們發(fā)現(xiàn):淘寶網(wǎng)作為我國網(wǎng)絡(luò)零售業(yè)的領(lǐng)軍者,屬于價(jià)值活動增減型平臺企業(yè)商業(yè)模式;以為供應(yīng)商和消費(fèi)者提供平臺為主,在價(jià)值鏈上主要表現(xiàn)為商品供應(yīng)商和消費(fèi)者之間的中介平臺;其商業(yè)模式主要受到國內(nèi)生產(chǎn)總值和互聯(lián)網(wǎng)普及率的影響。京東商城的商業(yè)模式屬于價(jià)值活動伸縮型平臺企業(yè)商業(yè)模式:它主要是以自營商品為主,現(xiàn)在該平臺也逐漸向第三方賣家開放,在市場上占據(jù)了較大的份額;另外,京東將其價(jià)值鏈服務(wù)延伸至消費(fèi)者終端,主要表現(xiàn)為向下游的消費(fèi)者提供各種服務(wù);其商業(yè)模式主要受到社會消費(fèi)品零售總額的影響,國家的財(cái)政收入對其也有一定的影響。聚美優(yōu)品的商業(yè)模式屬于價(jià)值活動創(chuàng)新型:主要以團(tuán)購和品牌特賣的形式向消費(fèi)者提供物美價(jià)優(yōu)的商品,創(chuàng)新了原有的價(jià)值活動;其商業(yè)模式主要受到消費(fèi)者的價(jià)值取向和社會經(jīng)濟(jì)發(fā)展水平的制約。研究還發(fā)現(xiàn):當(dāng)前中國消費(fèi)者更傾向于淘寶的價(jià)值活動縮減型平臺商業(yè)模式購買商品,但隨著社會市場經(jīng)濟(jì)的發(fā)展和國民生活水平的日漸提高,京東的價(jià)值活動擴(kuò)充型企業(yè)商業(yè)模式,不斷完善產(chǎn)業(yè)鏈服務(wù)的整合,以及聚美優(yōu)品的價(jià)值活動創(chuàng)新型模式,在品牌營銷等方面不斷創(chuàng)新,后兩者受到消費(fèi)者越來越多的青睞,體現(xiàn)出較大的增長性。通過本文的研究,使我們可以更加清楚了解各平臺的主要商業(yè)模式的形成過程和主要的影響要素,也為平臺的發(fā)展提供了參考意見,從而推動我國電子商務(wù)產(chǎn)業(yè)的健康持續(xù)發(fā)展。電子商務(wù)產(chǎn)業(yè)平臺商業(yè)模式受到社會經(jīng)濟(jì)的制約和引導(dǎo),也是新的經(jīng)濟(jì)形態(tài)在不斷發(fā)展進(jìn)步的體現(xiàn)。隨著我國社會市場經(jīng)濟(jì)的發(fā)展,人們對于價(jià)值的取舍和判斷也在不斷的提升和進(jìn)步,對于價(jià)值的追求也折射出了社會經(jīng)濟(jì)的前進(jìn)方向。
[Abstract]:Since twenty-first Century, the national standard of living has been further improved, the popularity of the Internet is expanding, the electronic commerce industry has been developing rapidly in China at the end of.2004, and the State Council has promulgated some opinions on accelerating the development of e-commerce. Subsequently, the electronic commerce industry in China has experienced a period of explosive growth; in recent five years, China's electronic business enterprises The annual average growth rate of the business is above 30%, maintaining a steady and rapid development trend. By 2014, the total market transaction of the Chinese e-commerce industry reached 13 trillion and 400 billion yuan. Compared with the previous year, the 28.8%. e-commerce industry is a product of the Internet age, a new industry, and the electronic commerce industry is different from the traditional industry. There are two types of enterprises, the participants of the platform enterprises and the platform, among which the influence and scale of the platform enterprises will directly affect the scale of the participants and transactions of e-commerce. This paper, based on the perspective of the value chain, examines how the business model of the flat enterprise in the E-commerce industry is the reference of the platform. In order to provide service to provide the service, we can obtain the development of the platform and promote the development of the whole industry. On the basis of the case analysis of the representative platform enterprise, we will explore the factors that affect the development of the business model of the platform enterprise. The business models of different E-commerce platforms in our country are different, and the operating performance of the platform enterprises is different. The representative is: the "Taobao model" based on the trading platform, the "Jingdong model" based on direct and industrial chain services, as well as the "poly beauty model" (including vip.com, etc.) based on group buying and vertical e-commerce. Different business models show different growth and different exchanges in the social development of our country. The different platform enterprises also provide different value chain service content in the e-commerce industry. This paper combines the theory research and the empirical research, and combines the case with the measurement in the empirical study, combining the business model of the e-commerce industry platform enterprise and the value chain positioning together, from the value chain. This paper studies the formation mechanism of business model of e-commerce platform enterprises. The innovation of this article lies in the following: first, it is the first to investigate the development mode and performance of e-commerce platform enterprises, and two is to explore the main e-commerce platform of our country with the angle of value chain positioning. The difference between business model in value positioning and management strategy; three is a reference basis for the innovation of business model of the future e-commerce industry platform. Through research, we find that Taobao network is the leader of China's network retail industry, which belongs to the business model of value active increase and decrease platform enterprise; The business model of Jingdong mall is mainly influenced by GDP and the popularity of the Internet. The business model of the Jingdong mall belongs to the enterprise business model of the expansion and expansion of the value activity platform: it is mainly based on self owned goods. The platform is now open to third party sellers and occupies a large share in the market. In addition, the Jingdong extends its value chain service to the consumer terminal, which is mainly shown to provide various services to the downstream consumers; its business model is mainly affected by the total amount of social consumer goods, and the state's fiscal revenue is also available to it. A certain influence. The business model of jumei.com belongs to the innovative type of value activity: it is mainly by the form of group buying and brand sale to provide the goods with good price and good price to the consumer, and innovates the original value activities; its business model is mainly restricted by the value orientation of consumers and the level of social and economic development. Consumers are more inclined to purchase goods by Taobao's value activity reduced platform business model, but with the development of the social market economy and the increasing level of national life, the Jingdong's value activities expand the business model, improve the integration of industrial chain services, and the innovation model of jumei.com's value activities. Marketing and other aspects are constantly innovating. The latter two are favored by more and more consumers, showing greater growth. Through this study, we can make a clearer understanding of the formation and main factors of the main business models of each platform, and provide a reference for the development of the platform, thus promoting the electronic business of our country. The healthy and continuous development of the business industry. The commercial mode of the e-commerce industry platform is restricted and guided by the social economy. It is also the embodiment of the new economic form in the continuous development and progress. With the development of the social market economy in China, people's choice and judgment of value are also constantly improving and progresses, and the pursuit of value also refracts. The direction of social and economic progress.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F724.6;F272.3

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 吳曉春;;定位 蓄勢 突圍——2012電子商務(wù)產(chǎn)業(yè)峰會在滬舉行[J];上海企業(yè);2012年07期

2 徐偉;;區(qū)域電子商務(wù)產(chǎn)業(yè)競爭力評價(jià)指標(biāo)體系研究[J];產(chǎn)業(yè)與科技論壇;2012年14期

3 張臻;;上海電子商務(wù)產(chǎn)業(yè):并非“不熱鬧”[J];華東科技;2013年02期

4 ;提高認(rèn)識 理清思路 狠抓落實(shí) 推動全省電子商務(wù)產(chǎn)業(yè)跨越發(fā)展[J];江西省人民政府公報(bào);2013年20期

5 ;江西出臺政策加快電子商務(wù)產(chǎn)業(yè)發(fā)展 電商交易額后年要超1500億[J];硅谷;2013年23期

6 ;安徽青年電子商務(wù)產(chǎn)業(yè)園開園將帶動萬余人就業(yè)[J];硅谷;2013年19期

7 鄒祥玲;;合肥市電子商務(wù)產(chǎn)業(yè)集聚區(qū)發(fā)展探析[J];管理觀察;2014年03期

8 ;電子商務(wù)“改變文明基因”[J];杭州(生活品質(zhì)版);2011年Z1期

9 丁慶龍;;2011電子商務(wù)產(chǎn)業(yè)(秋季)峰會精彩開幕[J];華人世界;2011年11期

10 金琦;把握非典契機(jī) 提升杭州市電子商務(wù)產(chǎn)業(yè)競爭力[J];杭州科技;2003年05期

相關(guān)重要報(bào)紙文章 前10條

1 記者 徐朝暉;市領(lǐng)導(dǎo)調(diào)研電子商務(wù)產(chǎn)業(yè)[N];金華日報(bào);2009年

2 記者 田婷　鄭莉;打造電子商務(wù)產(chǎn)業(yè)集聚區(qū)[N];安徽日報(bào);2011年

3 記者 黃凱 王瑋麗;共建電子商務(wù)產(chǎn)業(yè)基地[N];南通日報(bào);2012年

4 記者 王杭徽 通訊員 朱誠 王剛　　　　;秀洲電子商務(wù)產(chǎn)業(yè)加速發(fā)展[N];嘉興日報(bào);2012年

5 記者 張琳楠;電子商務(wù)產(chǎn)業(yè)健康快速發(fā)展[N];汕頭日報(bào);2013年

6 本報(bào)記者 張武明;加快發(fā)展電子商務(wù)產(chǎn)業(yè)[N];江西日報(bào);2013年

7 記者 鄭夢婕;高新區(qū)電子商務(wù)產(chǎn)業(yè)園啟動[N];汕頭日報(bào);2013年

8 通訊員 姚平 王磊 記者 門心潔;本地電子商務(wù)產(chǎn)業(yè)借力津洽會[N];天津日報(bào);2013年

9 記者 何芬;打造中國中部電子商務(wù)產(chǎn)業(yè)基地[N];鄂州日報(bào);2013年

10 記者 魏盼生;澄海宇博電子商務(wù)產(chǎn)業(yè)園揭牌[N];汕頭日報(bào);2013年

相關(guān)碩士學(xué)位論文 前10條

1 羅光帆;我國C2C電子商務(wù)產(chǎn)業(yè)集聚機(jī)制研究[D];暨南大學(xué);2015年

2 譚玉萍;泰國電子商務(wù)產(chǎn)業(yè)發(fā)展與相關(guān)政策研究[D];廣西大學(xué);2015年

3 徐倩;網(wǎng)絡(luò)經(jīng)濟(jì)下電子商務(wù)產(chǎn)業(yè)市場結(jié)構(gòu)與績效關(guān)系研究[D];南京財(cái)經(jīng)大學(xué);2015年

4 汪夢琴;我國電子商務(wù)產(chǎn)業(yè)基于競爭力提升的品牌塑造戰(zhàn)略研究[D];廣東外語外貿(mào)大學(xué);2015年

5 高海建;基于大數(shù)據(jù)視角的電子商務(wù)產(chǎn)業(yè)研究[D];首都經(jīng)濟(jì)貿(mào)易大學(xué);2015年

6 葉陽婭;電子商務(wù)產(chǎn)業(yè)平臺企業(yè)商業(yè)模式及影響因素研究[D];浙江理工大學(xué);2016年

7 易芳;電子商務(wù)產(chǎn)業(yè)發(fā)展模式研究[D];北京交通大學(xué);2011年

8 劉晶瑩;金華市電子商務(wù)產(chǎn)業(yè)競爭力研究[D];浙江師范大學(xué);2013年

9 李曉文;展滔科技電子商務(wù)產(chǎn)業(yè)園開發(fā)策略研究[D];湘潭大學(xué);2014年

10 胡芬芬;電子商務(wù)產(chǎn)業(yè)園區(qū)服務(wù)能力對網(wǎng)商集聚意愿影響研究[D];浙江工商大學(xué);2015年

，

本文編號：2169766