【作者】 王萌；

【导师】 刘颖琦；

【作者基本信息】 北京交通大学 ， 企业管理， 2016， 硕士

【摘要】 随着经济社会的发展能源安全和环境保护受到全球各国的关注。电动汽车产业的发展可以有效地缓解能源供需矛盾、改善全球环境污染问题以及促进经济的可持续发展。在现有技术水平下产业政策的支持对于电动汽车的发展起着重要的促进作用电动汽车的商业模式创新也成为推动电动汽车技术创新扩散并获得初始市场优势的重要途径。北京市作为首批电动汽车“十城千辆”示范城市一直高度重视电动汽车产业的发展政策支持力度和商业模式创新程度较高。因此以北京市电动汽车商业模式为研究对象探讨商业模式创新具有一定的现实意义和理论意义。本文通过文献搜集和市场调研获取数据资料在相关理论的支撑下从国内外电动汽车产业发展现状、北京市电动汽车系统服务商业模式形态学矩阵分析框架构建和北京市电动汽车系统服务商业模式创新途径及对策建议角度进行文章主要观点的提取。首先本文从国外典型国家、中国和北京市三个地域角度对电动汽车产业发展现状进行分析每个地域分别从电动汽车产业发展政策、电动汽车市场销量和电动汽车产业系统服务商业模式现状三个部分对电动汽车市场发展背景和现状进行剖析。从而可以全面地总结出电动汽车产业发展的趋势和方向发现北京市电动汽车产业发展存在的问题和改进的方向。其次本文借鉴国外学者构建的电动汽车系统服务商业模式形态学矩阵参考我国学者在电动汽车车联网领域关于系统服务商业模式的研究成果结合北京市电动汽车出租车领域和电动汽车租赁领域的市场调研现状构建了北京市电动汽车系统服务商业模式形态学矩阵分析框架。从价值定位、价值链创造和盈利模式三个商业模式要素扩展出系统服务内容、应用范围、服务终端等九个功能特征体系并对各个功能特征体系进行了功能标识设置。最后本文对北京市电动出租车领域和电动汽车租赁领域的系统服务商业模式进行了分析并从企业创新程度、客户价值主张和价值链创新等商业模式创新要素角度提出了北京市电动出租车领域和租赁领域系统服务商业模式的创新途径。在此基础上从电动汽车产业政策发展、电动汽车充电基础设施建设以及电动出租车领域和电动汽车租赁领域的系统服务水平四个角度对北京市的电动汽车商业模式创新提出了对策建议。更多还原

【Abstract】 With the development of society and economy, energy security and environmental protection attention has became vital around the world.The development of the electric car industry can effectively relieve the contradiction between supply and demand of energy, improve the global environment pollution and promote the sustainable development of economy.Under the existing technical level, industrial policy support for the development of the electric car plays an important role in promoting,The electric car business model innovation became an important way to drive electric vehicle technology innovation diffusion, and play the important way of initial market advantage.As the first electric car "ten city thousand vehicles" demonstration city,Beijing has always attached great importance to the development of electric vehicle industry, the degree of policy support and business model innovation is high.Therefore, taking the electric car business model of Beijing as the research object to explore business model innovation has certain practical significance and theoretical significance.In this paper, through the literature search,the market research data, the support of relevant theories, the current situation of the development of electric vehicle industry at home and abroad, the Beijing electric vehicle system services business model morphology matrix analysis framework building and the Beijing electric vehicle system service business model innovation ways,we did the countermeasure of the article main point extraction.First of all,in order to comprehensively summed up the electric car industry development trends and direction,this paper analyzes the typical foreign countries, China and the Beijing three regions of the electric car industry development, each region respectively analyze the electric car industry development policy, the electric car sales and the status of the electric car industry system service business model. At last, we find the existing problems in the development of the electric car industry in Beijing and the direction of improvement.Secondly, this paper draw lessons from foreign scholars to construct a system of electric car service business model morphological matrix,took example of Chinese scholars in the field of electric car networking research about system service business model, and combined with Beijing electric vehicle cab field and electric car rental market research in the field of the status quo, to build the electric vehicle system service business model morphological matrix analysis framework in Beijing. From creating value orientation, value chain and profit model of three business model elements,we expand the characteristics such as the system service content, application scope, service terminal and so on,then set up the characteristics of the function system of the logo.Finally, this paper analyzed the system service business model in the field of electric taxis and rental service in Beijing, and from the view of enterprise innovation, customer value proposition and value chain innovation of business model innovation elements, we put forward the two fields of the Beijing electric car business model in the field of innovative ways. On this basis,we put forward some suggestions from the view of the electric car industry development policy, the electric car charging infrastructure and electric taxi field and the car rental service field in Beijing.更多还原