【摘要】：商業(yè)模式是對(duì)于企業(yè)如何創(chuàng)造價(jià)值和傳遞價(jià)值并獲取價(jià)值的抽象化理性認(rèn)識(shí),是企業(yè)核心競(jìng)爭(zhēng)力所在。本文基于價(jià)值創(chuàng)造視角,以B2C電子商務(wù)商業(yè)模式為研究對(duì)象,研究如何有效構(gòu)建能夠?yàn)槠髽I(yè)帶來(lái)持續(xù)價(jià)值創(chuàng)造的商業(yè)模式以促進(jìn)B2C電商企業(yè)的健康可持續(xù)發(fā)展。首先,本文系統(tǒng)回顧商業(yè)模式、電子商務(wù)商業(yè)模式相關(guān)研究,基于價(jià)值創(chuàng)造視角,分析B2C電子商務(wù)商業(yè)模式要素及要素間的相互關(guān)系;其次,將B2C電子商務(wù)商業(yè)模式劃分為價(jià)值主張、價(jià)值創(chuàng)造與傳遞、價(jià)值獲取三個(gè)子系統(tǒng),構(gòu)建B2C電子商務(wù)商業(yè)模式動(dòng)力學(xué)模型;最后,采用系統(tǒng)動(dòng)力學(xué)對(duì)模型進(jìn)行定性研究和定量分析,探索B2C電子商務(wù)商業(yè)模式的價(jià)值創(chuàng)造過(guò)程和動(dòng)態(tài)演化過(guò)程。本文取得如下研究成果:(1)采用系統(tǒng)動(dòng)力學(xué)探索B2C電子商務(wù)商業(yè)模式的價(jià)值創(chuàng)造和動(dòng)態(tài)變化過(guò)程,得到影響該模型的關(guān)鍵要素;(2)用戶是B2C電子商務(wù)商業(yè)模式的核心要素,用戶需求是B2C電商企業(yè)發(fā)展的根本,培養(yǎng)用戶忠誠(chéng)度是B2C電商企業(yè)盈利和持續(xù)發(fā)展的關(guān)鍵;(3)未來(lái)幾年企業(yè)規(guī)模增長(zhǎng)對(duì)B2C電商企業(yè)發(fā)展影響不顯著,采取平臺(tái)開放戰(zhàn)略對(duì)于B2C電商企業(yè)的收入和利潤(rùn)有顯著影響。
[Abstract]:Business model is an abstract and rational understanding of how enterprises create and transmit value and acquire value, which is the core competitiveness of enterprises.Based on the perspective of value creation, taking B2C e-commerce business model as the research object, this paper studies how to effectively construct a business model that can bring sustainable value creation for enterprises to promote B2C. Firstly, this paper systematically reviews the business model, e-commerce business model related research, based on the value creation perspective, analyzes the B2C e-commerce business model elements and the relationship between the elements; secondly, the B2C e-commerce business model is divided into value proposition, value creation and transmission, value acquisition. Three subsystems are constructed to construct the dynamic model of B2C e-commerce business model. Finally, the model is analyzed qualitatively and quantitatively by using system dynamics to explore the value creation process and dynamic evolution process of B2C e-commerce business model. (2) Users are the core elements of B2C e-commerce business model, and user needs are the basis of the development of B2C e-commerce enterprises. Cultivating user loyalty is the key to the profitability and sustainable development of B2C e-commerce enterprises; (3) The growth of enterprise scale in the next few years will affect B2C e-commerce enterprises. The development impact is not significant, and the adoption of platform opening strategy has a significant impact on the income and profits of B2C e-commerce enterprises.
【學(xué)位授予單位】：暨南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F274

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