本文選題：物聯(lián)網(wǎng) + 商業(yè)模式��； 參考：《北京郵電大學(xué)》2011年博士論文

【摘要】：2005年國際電信聯(lián)盟正式確認(rèn)了物聯(lián)網(wǎng)的概念,而在2008年全球金融危機(jī)之后,物聯(lián)網(wǎng)以其技術(shù)領(lǐng)先廣泛的行業(yè)覆蓋以及智能化和統(tǒng)一化信息服務(wù)的理念,迅速被世界各國看做是擺脫金融危機(jī)影響、促進(jìn)經(jīng)濟(jì)復(fù)蘇的重要驅(qū)動(dòng)力量。物聯(lián)網(wǎng)被認(rèn)為是繼互聯(lián)網(wǎng)之后,下一個(gè)改變?nèi)祟惿钚螒B(tài)的重大產(chǎn)業(yè)革命,其技術(shù)將會(huì)發(fā)展成為-個(gè)上萬億美元規(guī)模的高科技市場,其產(chǎn)業(yè)要比互聯(lián)網(wǎng)大30倍。 盡管物聯(lián)網(wǎng)的發(fā)展得到了廣泛的看好,但從當(dāng)前市場規(guī)模發(fā)展情況看,其市場規(guī)模與相關(guān)機(jī)構(gòu)的預(yù)測還是有較大的差距,盡管全球范圍內(nèi)的政府和企業(yè)對于物聯(lián)網(wǎng)進(jìn)行了大量的投入,但目前看來,物聯(lián)網(wǎng)的市場應(yīng)用還只是處在初級階段,其主要的問題是缺乏適應(yīng)市場需求的商業(yè)模式,缺少有良好反饋的行業(yè)應(yīng)用。其根本原因還是對于物聯(lián)網(wǎng)應(yīng)用的特性挖掘不足,過于強(qiáng)調(diào)行業(yè)內(nèi)部個(gè)體競爭和傳統(tǒng)的商業(yè)盈利,對于其公共產(chǎn)品和公益性服務(wù)的本質(zhì)挖掘不足,相關(guān)公共事業(yè)機(jī)構(gòu)的作用體現(xiàn)也不夠明顯。 本文在上述背景和相關(guān)研究的基礎(chǔ)上,通過分析主要得出以下的一些結(jié)論內(nèi)容： 1.首先是對物聯(lián)網(wǎng)的定義進(jìn)一步優(yōu)化：在傳統(tǒng)物聯(lián)網(wǎng)概念的基礎(chǔ)上,強(qiáng)調(diào)物聯(lián)網(wǎng)是通過射頻識別、紅外感應(yīng)器、全球定位系統(tǒng)、激光掃描器等信息傳感設(shè)備,基于社會(huì)、經(jīng)濟(jì)領(lǐng)域的實(shí)際管理和應(yīng)用需求,按約定的相關(guān)協(xié)議,把需要聯(lián)網(wǎng)的物品與網(wǎng)絡(luò)連接起來,進(jìn)行信息交換和通訊,以實(shí)現(xiàn)智能化識別、定位、跟蹤、監(jiān)控和管理的一種網(wǎng)絡(luò)。通過RF工D為代表的智能感知識別,電信網(wǎng)、互聯(lián)網(wǎng)和廣電網(wǎng)為代表的通信網(wǎng)絡(luò)以及云計(jì)算等智能運(yùn)算平臺(tái)的相關(guān)技術(shù)設(shè)備,將區(qū)域內(nèi)的所有物體連入到統(tǒng)一的全球網(wǎng)絡(luò)當(dāng)中,使得其可以進(jìn)行信息流、物流、資金流和價(jià)值流的傳遞,共享和相關(guān)數(shù)據(jù)存儲(chǔ),進(jìn)而對網(wǎng)絡(luò)中的每一個(gè)節(jié)點(diǎn)進(jìn)行智能感知識別、定位、監(jiān)測、管理和操控。 2.在商業(yè)模式的概念體系上,本文認(rèn)為商業(yè)模式是在一定的外部政策、技術(shù)、市場需求環(huán)境下,在不同發(fā)展階段所體現(xiàn)出一種系統(tǒng)體系,體系中的主要內(nèi)容包括各個(gè)主體在系統(tǒng)當(dāng)中的定位,主體自身的價(jià)值活動(dòng)(產(chǎn)品、服務(wù)、渠道策略、商業(yè)活動(dòng)等),各個(gè)主體之間的關(guān)系以及其中價(jià)值流、資金流、信息流和物流的作用情況。通過商業(yè)生態(tài)系統(tǒng)的概念完善了商業(yè)模式的整體系統(tǒng)體系,并以各種流的作用情況來反映商業(yè)模式的整體運(yùn)行機(jī)制。 3.根據(jù)物聯(lián)網(wǎng)的和商業(yè)模式的概念研究,本研究對于物聯(lián)網(wǎng)商業(yè)模式的各個(gè)組成環(huán)節(jié)進(jìn)行了比較詳盡的分析,首先是強(qiáng)調(diào)了之前常被忽視的外部環(huán)境影響內(nèi)容,認(rèn)為政策法規(guī)、技術(shù)發(fā)展和市場需求的挖掘是其主要的外部影響體現(xiàn),而在內(nèi)部系統(tǒng)的組成上,系統(tǒng)的個(gè)體類型、價(jià)值模式、收入和盈利模式、競合關(guān)系以及營銷模式是主要的組成部分,而上述所有這些內(nèi)容也都可以通過物流、資金流、信息流和價(jià)值流來完整的呈現(xiàn)。 4.根據(jù)物聯(lián)網(wǎng)商業(yè)模式的組成內(nèi)容,本文以物流、資金流、信息流和價(jià)值流的內(nèi)容形成了一個(gè)物聯(lián)網(wǎng)商業(yè)模式關(guān)鍵成功因素的指標(biāo)體系,通過對于大樣本分群體的調(diào)研,得到了以下的一些調(diào)研結(jié)論： (1)從信度分析的結(jié)果來看,刪除了產(chǎn)品軟件價(jià)格和擴(kuò)展應(yīng)用價(jià)格兩個(gè)指標(biāo)后,整個(gè)調(diào)研的信度水平有所提升。最終將指標(biāo)體系的數(shù)量控制在四大類42個(gè)指標(biāo)。 (2)通過均值分析的結(jié)果,可以得出影響程度較大的指標(biāo)是傳感器性能和芯片性能、政府支出、企業(yè)收入、產(chǎn)品硬件價(jià)格、資費(fèi)數(shù)額、廣告投入、廣告收入和投融資數(shù)額、統(tǒng)一編碼、網(wǎng)絡(luò)速度、網(wǎng)絡(luò)容量和信息安全性、狀態(tài)實(shí)時(shí)性、實(shí)地性、應(yīng)用便捷性、應(yīng)用便利性、公共事業(yè)設(shè)施、公益服務(wù)性、監(jiān)管與整合能力以及社會(huì)福利性上�？傮w看來,價(jià)值流部分指標(biāo)的關(guān)注度要大于其他類指標(biāo),其重點(diǎn)主要體現(xiàn)在物流網(wǎng)的幾個(gè)重點(diǎn)應(yīng)用領(lǐng)域上,另外一個(gè)重點(diǎn)價(jià)值體現(xiàn)在于物聯(lián)網(wǎng)服務(wù)的公益性特征上。分群體均值的分析結(jié)果,除了體現(xiàn)出各類群體的相關(guān)利益趨向之外,還能夠反映出群體對于政策優(yōu)惠以及有效監(jiān)管的需求來。 (3)從因子分析的結(jié)果看,可以將整體指標(biāo)體系的影響劃歸為內(nèi)部性能、外在表現(xiàn)、內(nèi)部資金流、外部資金流、網(wǎng)絡(luò)特性指標(biāo)、信息特性指標(biāo)、公益性指標(biāo)、應(yīng)用性指標(biāo)和擴(kuò)展性指標(biāo)幾個(gè)大類,其中公益性指標(biāo)、網(wǎng)絡(luò)特性指標(biāo)、信息特性指標(biāo)和外部資金流指標(biāo)的關(guān)注程度較高。 (4)從假設(shè)檢驗(yàn)的結(jié)果看,四大類指標(biāo)的總體檢驗(yàn)都為顯著,說明用戶群體的差異對于商業(yè)模式幾個(gè)組成部分的效應(yīng)體現(xiàn)存在顯著差異。而從具體的指標(biāo)來看,影響比較顯著的指標(biāo)主要體現(xiàn)在內(nèi)部性能、企業(yè)外部資金流、公益性和應(yīng)用性方面的指標(biāo)上。 (5)關(guān)鍵成功因素的最終體現(xiàn)主要有公共物品特性,即與經(jīng)典理論當(dāng)中公共物品所具有的相關(guān)特征的契合以及公益性服務(wù)的典型特征體現(xiàn)；同時(shí),物聯(lián)網(wǎng)的發(fā)展需要政府投入、廣告投入和投融資資金的扶持,以及硬件模塊投入、泛在化網(wǎng)絡(luò)環(huán)境建設(shè)和信息資源統(tǒng)一規(guī)劃上。 根據(jù)調(diào)研的分析,本文深入挖掘了物聯(lián)網(wǎng)公共產(chǎn)品特性的體現(xiàn),認(rèn)為物聯(lián)網(wǎng)在技術(shù)上擁有較強(qiáng)的前瞻性和行業(yè)適用性,是未來可以大幅度占領(lǐng)生產(chǎn)生活的產(chǎn)業(yè)類型。而通過對其應(yīng)用類型的分類分析,可以挖掘其未來的行業(yè)發(fā)展可以占據(jù)幾乎全部常見的民生需求類型,因此該行業(yè)與傳統(tǒng)的電信類行業(yè)相比,在民生上的作用會(huì)體現(xiàn)的更加明顯和全面,有更好的受眾范圍和空間,有潛力作為一種公共服務(wù)的模式,為用戶提供全面和高效的智能化公共化服務(wù)。而通過一定周期的基礎(chǔ)設(shè)施建設(shè)、技術(shù)發(fā)展和市場應(yīng)用覆蓋,可以使得物聯(lián)網(wǎng)的服務(wù)在公共服務(wù)和其他商用領(lǐng)域的拓展上更為便利,更易為用戶所接受。 5.在物聯(lián)網(wǎng)商業(yè)模式的設(shè)計(jì)當(dāng)中,主要形成了以下的一些結(jié)論和研究成果： (1)當(dāng)前物聯(lián)網(wǎng)商業(yè)模式的主要模式是運(yùn)營商和系統(tǒng)集成商主導(dǎo)的模式,服務(wù)類型主要體現(xiàn)為電信類的單個(gè)業(yè)務(wù)商用和定制類服務(wù),其主要問題體現(xiàn)在缺乏統(tǒng)一的規(guī)劃和技術(shù)標(biāo)準(zhǔn)體系,行業(yè)應(yīng)用分散,同時(shí)缺少對于市場用戶需求的有效發(fā)掘。 (2)在物聯(lián)網(wǎng)商業(yè)模式的發(fā)展階段規(guī)劃上,應(yīng)該以公共事業(yè)的應(yīng)用為切入點(diǎn),以政府作為主要的先期推動(dòng)力量,分別以市場規(guī)模的形成和技術(shù)市場應(yīng)用體系的最終完善為標(biāo)志,進(jìn)行發(fā)展的階段劃分。 (3)物聯(lián)網(wǎng)商業(yè)模式初期的模式主要以公共應(yīng)用為主,包括公共事業(yè)運(yùn)營、公共平臺(tái)租賃運(yùn)營、客戶自建移動(dòng)支付模式和平臺(tái)免費(fèi)開放模式。成熟期在繼承先期核心應(yīng)用的基礎(chǔ)上,逐漸導(dǎo)入其他類型的市場主體,顯現(xiàn)出更多的市場競爭特征,包括系統(tǒng)集成商主導(dǎo)型、運(yùn)營商單一主導(dǎo)性、雙主體運(yùn)營商推廣型、運(yùn)營商獨(dú)立開發(fā)獨(dú)立推廣型和客戶全部自建型。在發(fā)展的高級階段——融合階段,合作將成為主要的市場關(guān)系模式,通過政府、集成商等實(shí)力較強(qiáng)個(gè)體的資源聚集和統(tǒng)一導(dǎo)向,形成不同類型的服務(wù)應(yīng)用集成平臺(tái),通過聚集各類優(yōu)勢資源形成更為完善和廣泛的服務(wù)范圍,最終提供更高質(zhì)量的服務(wù)。主要的模式類型包括,軟硬件集成商主導(dǎo)模式、軟件內(nèi)容集成商主導(dǎo)模式、云計(jì)算平臺(tái)模式和云聚合模式。 6.在以上分析的基礎(chǔ)上,本研究提出了如下的發(fā)展策略建議： (1)政策建議方面,首先是強(qiáng)調(diào)物聯(lián)網(wǎng)應(yīng)該作為提升國家信息化應(yīng)用水平,打破信息壁壘的國家戰(zhàn)略層面規(guī)劃,而相關(guān)政府部門應(yīng)該加強(qiáng)行業(yè)的先期建設(shè)投入,并提升已有應(yīng)用領(lǐng)域的行業(yè)監(jiān)管水平；同時(shí)加強(qiáng)總體技術(shù)研發(fā)、網(wǎng)絡(luò)基礎(chǔ)環(huán)境和安全體系的建設(shè)；通過高校專業(yè)設(shè)置和國際交流等方式,加強(qiáng)物聯(lián)網(wǎng)行業(yè)的人才培養(yǎng)。 (2)市場推廣方面,首先強(qiáng)調(diào)對于市場需求的重點(diǎn)覆蓋領(lǐng)域,可以包括信息化轉(zhuǎn)型、身份唯一性識別、智能環(huán)�；踩院凸�(jié)約性、產(chǎn)業(yè)的有效帶動(dòng)以及在交通、安全、醫(yī)療、教育、社會(huì)保障等方面的民生需求；通過資源互補(bǔ)、價(jià)值活動(dòng)和資源交換的方式實(shí)現(xiàn)價(jià)值的創(chuàng)造和分配；在收入來源上,除了常規(guī)的業(yè)務(wù)資費(fèi)、廣告收入、投融資之外,還提出了減少政府安全、城市管理和人員管理成本,業(yè)務(wù)轉(zhuǎn)移的增加收入方式；從盈利模式上看,除了傳統(tǒng)的資費(fèi)利潤外,還結(jié)合收入方式的內(nèi)容,提出了免費(fèi)、極低資費(fèi)、階梯化服務(wù)、管理成本縮減和投入反向杠桿效應(yīng)以及管理主體的有償轉(zhuǎn)讓等盈利方式；通過博弈論的分析強(qiáng)調(diào)了在具體的應(yīng)用過程中,個(gè)體間合作的重要性,并提出了聚合品牌營銷、身份營銷、環(huán)保營銷、位置服務(wù)營銷和個(gè)性化偏好營銷等營銷方式。
[Abstract]:In 2005, the International Telecommunication Union formally confirmed the concept of the Internet of things. After the global financial crisis in 2008, the Internet of things, with its wide technology leading industry coverage, and the concept of intelligent and unified information services, was quickly regarded by the world as an important driving force to get rid of the impact of the financial crisis and promote economic recovery. After the Internet, the next major industrial revolution to change the form of human life, its technology will develop into a trillion dollar high tech market, which is 30 times larger than the Internet.
Although the development of the Internet of things has been widely appreciated, the market scale has a large gap with the related institutions from the current market scale development. Although the global government and enterprises have carried out a large amount of investment in the Internet of things, it seems that the market application of the Internet of things is still at the primary stage. The main problem is the lack of business models adapted to market demand, and the lack of good feedback in industry applications. The fundamental reason is that the underlying reasons are inadequate mining of the characteristics of the Internet of things, too much emphasis on the individual competition within the industry and the traditional business profit, the lack of the nature of its public products and public service, and the related public. The role of the institution is not obvious enough.
Based on the above background and related research, the following conclusions can be drawn from the analysis.
1. first, the definition of the Internet of things is further optimized: on the basis of the concept of the traditional Internet of things, the Internet of things emphasizes the information sensing equipment, such as radio frequency identification, infrared sensors, global positioning systems, laser scanners and other information sensing devices, based on the actual management and needs of the social, economic fields, and the agreed related agreements, to connect the things to be connected. A network of intelligent recognition, positioning, tracking, monitoring, and management for intelligent recognition, positioning, tracking, monitoring and management. Through the RF industry D, the related technical equipment of intelligent perception recognition, telecommunication network, Internet and radio network as the representative communication network and intelligent computing platform such as cloud computing. Objects are connected to a unified global network, making it possible to carry out information flow, logistics, capital flow and value flow transmission, share and related data storage, and then carry out intelligent perception recognition, positioning, monitoring, management and manipulation of each node in the network.
2. in the conceptual system of the business model, this article holds that the business model is a system system in the different development stages of a certain external policy, technology and market demand. The main contents of the system include the positioning of each subject in the system, and the value activities of the main body (product, service, channel strategy, business). The relationship between various subjects and the role of value flow, capital flow, information flow and logistics. The whole system system of business model is perfected through the concept of commercial ecosystem, and the overall transportation mechanism of business model is reflected by the action of various streams.
3. according to the concept of the Internet of things and the concept of business model, this study makes a detailed analysis of the various components of the business model of the Internet of things. First, it emphasizes the external environmental impact content which is often ignored. It is considered that the policies and regulations, the development of Technology and the mining of the market demand are the main external effects, and that The composition of the internal system, the individual type of the system, the value model, the income and profit model, the competing relationship and the marketing model are the main components, and all of the above can also be completely presented through logistics, capital flow, information flow and value flow.
4. according to the composition of the business model of the Internet of things, this paper forms an index system for the key success factors of the business model of the Internet of things with the contents of logistics, capital flow, information flow and value flow.
(1) from the results of the reliability analysis, after deleting the product software price and expanding the price of the application price, the reliability level of the whole survey has been improved. Finally, the quantity of the index system is controlled in 42 indexes of four categories.
(2) through the result of mean analysis, it can be found that the indexes with greater influence are sensor performance and chip performance, government expenditure, enterprise income, product hardware price, amount of tariff, advertising input, advertising revenue and investment and financing amount, unified coding, network speed, network capacity and information security, real time, field and application. Agility, convenience, utility, public service, public service, supervision and integration and social welfare. In general, the value flow part of the index is more concerned than other indicators. The focus is mainly on the key application fields of the logistics network, and the other key value is the public welfare of the Internet of things service. On the character of sex, the results of the analysis of the mean group mean, in addition to the trend of the related interests of various groups, can also reflect the demand for preferential policy and effective supervision of the group.
(3) from the result of factor analysis, the impact of the overall index system can be classified as internal performance, external performance, internal capital flow, external capital flow, network characteristic index, information characteristic index, public welfare index, application index and expansibility index, among which public welfare index, network characteristic index, information characteristic index and external index The index of the Ministry of capital flows has a high degree of concern.
(4) from the results of the hypothesis test, the overall test of the four major indicators is significant, indicating that the differences in the user groups have significant differences in the effects of several components of the business model. From the specific indicators, the significant indicators mainly reflect the internal performance, the external capital flow, the public welfare and the application of the enterprise. On the aspect of the index.
(5) the ultimate embodiment of the key success factors mainly includes the characteristics of public goods, that is, the characteristics of the public goods in the classical theory and the typical characteristics of the public service. At the same time, the development of the Internet of things needs government input, the support of advertising and investment funds, and the input of hardware modules, and the ubiquitous network. The construction of the collaterals and the unified planning of information resources.
According to the analysis of the research, this paper deeply excavates the embodiment of the characteristics of the Internet of things public products. It holds that the Internet of things has a strong forward-looking and industrial applicability in technology. It is an industry type that can occupy a large scale in the future. And through the classification and analysis of its application types, the future industry development can be excavated. Almost all the common needs of the people's livelihood, so the industry and the traditional telecommunications industry, compared to the people's livelihood, the role of the people will be more obvious and comprehensive, have a better audience scope and space, have the potential as a public service model, to provide users with comprehensive and efficient and intelligent public service. The infrastructure construction, technology development and market application coverage can make the Internet of things service more convenient in the development of public services and other commercial fields, and more easily accepted by users.
5. in the design of the Internet of things business model, the following conclusions and achievements have been formed.
(1) the main mode of the current business model of the Internet of things is the mode dominated by the operators and the system integrators, and the service types are mainly embodied in the single business and custom service of the telecom class. The main problems are the lack of unified planning and technical standard system, the industry should be dispersed and the demand for the market users is not effective. Explore.
(2) in the development stage planning of the Internet of things business model, the application of public utilities should be taken as the breakthrough point, with the government as the main driving force, and the stage division of the development stage is marked by the formation of the market scale and the final perfection of the technology market application system.
(3) the initial model of the Internet of things business model is mainly based on public application, including public service operation, public platform leasing operation, customers' self built mobile payment model and platform free open mode. On the basis of inheriting the core application of the first phase, the mature period gradually introduces other types of market subjects and shows more market competition. In the advanced stage of development, the cooperation will become the main model of market relations, and the resources of strong individuals such as the government and the integrators are gathered and unified. One direction is to form different types of service application integration platform, and to form a more perfect and extensive service range by gathering all kinds of advantage resources, and ultimately provide higher quality services. The main pattern types include the dominant mode of hardware and software integrators, the dominant mode of the software content integrator, the cloud computing platform model and the cloud aggregation model.
6. on the basis of the above analysis, the study puts forward the following development strategy recommendations:
(1) the policy recommendations, first of all, is to emphasize that the Internet of things should be a national strategic level plan to improve the application level of national information and break the information barrier, while the relevant government departments should strengthen the investment in the industry, and enhance the level of industry supervision in the existing application fields, and strengthen the overall technology research and development and the network basic environment. And the construction of the safety system, and strengthen the personnel training of the Internet of things industry through the way of professional setup and international exchange.
(2) in the field of marketing, first of all, emphasis is placed on the key coverage of market demand, which can include information transformation, identity identification, intelligent environmental protection, security and conservation, the effective drive of the industry, and the needs of the people's livelihood in transportation, safety, medical care, education, social protection and so on; through complementary resources, value activities and resources The way of exchange is to create and distribute value; in addition to the income source, besides the conventional business, advertising, and investment, it also puts forward a way to reduce the government's security, the cost of urban management and personnel management, and the increase in the income of the business. It puts forward the profit ways of free, extremely low fee, ladder service, management cost reduction, reverse leverage effect and compensation transfer of management subject. Through the analysis of game theory, it emphasizes the importance of the cooperation among individuals in the specific application process, and puts forward the aggregation brand marketing, identity marketing, environmental marketing, Location service marketing and personalized preference marketing.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2011
【分類號】：F49

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本文編號：2012770