摘要
当今社会，商业模式体现着一个企业的经营思路和业务范围，折射出一个企业的
经营状况和生存环境，代表着一个企业的发展潜力和未来方向，是各个企业无法回避
的重要话题。近些年，在汽车行业中，随着合资品牌车企的汽车产品价格下探、竞争
加剧以及各种其它的原因，国内自主品牌车企的汽车销量和经营利润开始大面积下滑，
迫使大家不得不更迫切、更全面、更深入地探索商业模式的创新。对于商业模式，从
哪里开始创新以及如何进行有效的创新？这是各大厂家都必须面对和思考的问题。针
对以上问题，本文考虑汽车行业商业模式在一定程度上的相似性，选取了汽车行业中
的皮卡这个细分行业，以商业模式的基本理论为基础，综合运用定性分析法、定量研
究法、经验总结法、调查法、观察法、描述性研究法等研究方法进行了分析。纵览全
文，本文主要是在描述国内外商业模式模型所包括的构成要素的基础上，提出了组成
商业模式需要的价值主张、目标客户、销售渠道、客户关系、价值配置、核心能力、
非核心能力、合作网络、成本结构、收入模式这十个子要素，并给出了这些要素所组
成的结构，最终形成了用于企业商业模式分析的关键结构模型。然后，结合此关键结
构模型，在描述我国汽车行业及皮卡细分行业基本情况后，给出了国内自主品牌皮卡
厂商商业模式的基本概述。随后，在此基础上，结合实际参与项目的工作经验，逐步
对已取得阶段性成功的国内自主品牌车企苏州金龙的轻型车商业模式的创新做法进
行了较深入的做法的描述、原因的分析，同时合理探索了其未来商业模式创新的相关
建议

本文通过对自主品牌车企苏州金龙的轻型车项目商业模式创新的客观、深入研究，
其研究意义在于一方面通过分析，总结出自主品牌车企苏州金龙的轻型车项目商业模
式的前期创新做法和未来创新的建议；另一方面希望本文能在理论和实践方面为国内
自主品牌车企或相关企业的商业模式创新提供一定的经验和启示。关键词：商业模式汽车皮卡销售渠道
作者：张翔
指导老师：袁建新III
Research on business model of light-weight vehicle
project of Suzhou Kinglong
Abstract
In modern society, business mode embodies the management consideration and
business scope, reflects the operating state and living environment, and represents the
development potential and future direction of an enterprise. In recent years, in automotive
industry, along with the price down of joint venture brand’s automobile products, the
intensified competition and some other reasons, the sales volume and operating profit of
domestic self-owned brand automobile enterprise is in massive slide, forcing us to explore
the innovation of business mode more urgently, more comprehensively and even
thoroughly.
With regard to business mode, where should we begin, and how could we effectively
manage the innovation It is a question that each and every automobile company must face
and think about. The author considers the similarity to a certain degree of the business
mode in automotive industry, selected the subdivision of pickup truck, analyzed with
comprehensive application of research methods including qualitative analysis, quantitative
analysis, experience summary, investigation, observation and description basing on the
basic theories of business mode and project management.
With an overview of this thesis, basing on the description of components that are
included in the business mode model in China and abroad, the author proposed ten
sub-factors that are needed in forming a business mode: value proposition, target customer,
distribution channel, customer relationship, value configuration, core competence,
non-core competence, cooperation net, cost structure and revenue model, offering the
structures constituted by these factors, which ultimately formed the key structure model
applied in enterprise business mode analysis. Combined with the key structure model, the
author then offers a description of the basic state of Chinese automotive industry and
pickup truck sub-industry, and provided fundamental outline of the business mode indomestic self-owned brand pickup truck manufacturer.
On this basis, combined with the working experience earned during project
participation, the author gives intensive practice description and cause analysis of the
innovation on business mode of light-weight vehicle of Suzhou Kinglong, a domestic
self-own brand automobile company which is successful in certain stage. Meanwhile, the
author explored the suggestions on re-innovation of its future business mode.
Through objective and intensive study of the innovation method on business mode of
light-weight vehicle project of Suzhou Kinglong, a domestic self-own brand automobile
company, the significance is in 2 places: on one hand, through analysis, the author
summarized the innovative practices in earlier stage and offered suggestions on future
innovation of the business mode upon light-weight vehicle of Suzhou Kinglong, a
domestic self-own brand automobile company; on the other hand, hope that this thesis will
offer certain experience and inspiration on business mode innovation of domestic self-own
brand automobile companies or companies that concern.
Keywords: business mode automobile pickup place
Written by: Xiang Zhang
Supervised by: Jianxin Yuan目录
第一章绪论··3
1.1研究的背景及意义·3
1.2研究思路·3
1.3研究方法·4
1.4文章框架·4
第二章国内外研究综述及相关理论··5
2.1国内外研究综述·5
2.1.1国外研究综述··5
2.1.2国内研究综述··6
2.2相关理论·7
2.2.1商业模式的价值理论··7
2.2.2汽车产业链微笑曲线理论··8
第三章商业模式概述10
3.1商业模式的构成要素··10
3.2商业模式的定义··12
3.3商业模式的关键结构模型··12
3.4本章小结··14
第四章苏州金龙轻型车项目商业模式剖析15
4.1皮卡行业及国内皮卡厂商商业模式简介··15
4.1.1我国皮卡行业简介15
4.1.2国内皮卡厂商商业模式简介17
4.2苏州金龙轻型车项目商业模式剖析··19
4.2.1成本结构模式19
4.2.2收入模式··20
4.2.3其他要素情况20
4.2.4组织架构情况214.3本章小结··23
第五章苏州金龙轻型车项目商业模式的不足24
5.1销售渠道的不足
。。。以上简介无排版格式，详细内容请下载查看