【作者】 陈翔；

【导师】 仲伟俊； 梅姝娥；

【作者基本信息】 东南大学 ， 管理科学与工程， 2005， 博士

【摘要】 随着互联网和电子商务的迅速发展,企业的运作方式变得更加复杂、多样和多变。这使得企业需要认真考虑如何充分利用互联网,形成最适合自己的有效的运作方式。在此背景下,有关“商业模式”的研究逐渐受到企业界和学术界的关注,但目前对其研究尚处于起步阶段。本文综合运用博弈论、最优化理论、计量经济学等对商业模式进行了比较系统和深入的研究。在建立商业模式基本分析架构的基础上,对商业模式多个方面进行了研究,形成了一个各部分相互关联、层层推进的比较严密的研究体系。首先,论文介绍了商业模式概念的起因和背景,说明了研究商业模式的必要性和意义,并从商业模式的定义、组成要素、分类、表述工具、转变、评估等方面概述了商业模式理论的研究现状。然后,提出了商业模式的定义和组成要素,构建了一个与财务分析相结合的商业模式基本分析框架。在此基础上,对商业模式分类、商业模式评价、以及商业模式中交易平台选择等方面进行了系统研究。在商业模式分类方面,总结了商业模式各种典型分类方法,提出了一种基于商业模式组成要素的多维分类法。在商业模式评价方面,建立了一个由商业模式组成要素评价、财务分析和公司价值评估所组成的商业模式评价体系,并用优化模型定量研究了从定价策略角度优化商业模式的方法。在交易平台选择方面,研究了根据商品性质和市场结构选择企业间交易平台的方法和步骤,并用博弈模型定量研究了买方企业运作下的买方拉动型交易平台吸引卖方参与的策略。接着,文中将企业规划与运作分为企业战略、商业模式、业务流程和技术与资源四个层次,通过对比分析明确了商业模式的概念层定位以及与其它层次之间的关系。然后,研究了企业电子商务的战略规划步骤。此外,本文还利用马尔可夫切换模型,分析了电子商务业的发展状况和今后可能的发展趋势。在规范分析的基础上,文中利用Sohu公司案例说明了与财务分析相结合的商业模式分析框架的可应用性;利用美国三菱国际旅游公司的一个网上签证服务电子商务系统说明了企业规划与运作的四层结构分析方法的可应用性;利用Cemex公司案例对价值网商业模式进行了介绍和分析。最后总结了全文的创新之处,并指出了可以进一步研究的方向。更多还原

【Abstract】 With the rapid development of Internet and e-commerce, the operation ways of enterprises become more complicated, more various and more changeable. Enterprises have to deliberate how to fully utilize Internet to form the way of operation that is most suitable and effective. Under this background, the study on“business model”is paid close attention to by the business circles and academia gradually, but still at the starting stage at present.Based on game theory, optimization theory, econometrics, the dissertation makes systematic research on business model. A framework for analyzing business model is constructed. On the basis of it, some fields of business model are studied. Those form a tight architecture of research.Firstly, the origin and the background of the conception of business model are introduced and the necessity and the meaning of studying business model are explained. The current research on business model is summarized from definitions, components, taxonomies, representation tools, changes and evaluations of business model.Then the definition and components of business model are put forward to form a basic framework that is associated with business finance. Those provide a basis for the research on the taxonomy and evaluation of business model as well as the choice of trading platform in business model. For the taxonomy of business model, the dissertation summarizes various typical taxonomies and proposes a multidimensional classification approach that is based on the components of business model. For the evaluation of business model, the dissertation builds an evaluation system that includes the evaluation of components of business model, finance and company value. And the method about how to optimize business model from the angle of pricing strategy is also studied in this part. For the choice of trading platform, the dissertation studies how to choose business-to-business trading platform according to merchandise nature and market structure. And the tactics about how the buyer-pull trading platform operated by a buyer attracts seller to participate in is investigated quantitatively using game theory.Next, the dissertation divides the planning and operation of enterprise into four layers, which are business strategy, business model, business processes, and technologies and resources. After comparing and analyzing, the position of businessmodel is established in conception layer and the relations among these layers are analyzed. Then the enterprise e-commerce strategic planning is investigated.In addition, the dissertation uses Markov-switching model to quantitatively analyze the state and the trend of the development of e-commerce industry.In the case study section, Sohu Inc. is analyzed to show that the framework of business model is applicable; an Internet service system for visa is analyzed to show that the four-layer analytical method of the planning and operation of enterprise is applicable; and the Value Nets business model of Cemex Inc is introduced and analyzed.Finally, the innovations of the dissertation are summarized and some further study directions are presented.更多还原