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MBA硕士论文_基于价值链的CP快拍公司商业模式研究DOC

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文本描述
摘要
I
基于价值链的 CP 快拍公司商业模式研究
摘要
近几年来,随着 4G 网络速度的大幅提高,网络资费也因为运营
商之间的市场竞争逐年走低,移动互联网产品和技术得到了快速发
展,移动终端用户人群日益扩大,市场规模也在迅猛增长,产业前
景火爆。诸多行业都纷纷向移动互联网进行战略转型,各行业的领
军企业都在试图抢占未来产业价值链的主导权。由此,移动互联网
产业价值链的布局竞争就越来越激烈,商业模式也日趋开放和多元
化。目前,以移动互联网 App 和二维码技术相结合的移动互联网产
品正在以一种新的移动互联网入口概念日益引发这个行业各从业者
的关注,它以移动端 App 作为企业客户参与的基础,通过云计算和
大数据技术储存相结合,利用图像识别技术的高精密算法,同时融
入行业属性特点及行业特色,针对一些特定行业做价值链上下游的
延伸,对行业的商业模式进行了新的创新,不但颠覆着传统移动互
联网的经营方式,也重新构建了新的价值链体系和商业模式。在风
险投资机构刺激和竞争对手的高强度压力下,现阶段业界对其关注
更多还在侧重技术实现和内容创新,以及快速积累用户,偏好企业
客户的几何级增长状态,而对其商业模式的深入分析和研究还相对
较少。摘要
II
本文将基于价值链的商业模式引入到以二维码技术加防伪溯源
行业的研究中,以价值链理论为指导,针对 CP 快拍公司运营的移动
客户端 CP 快拍业务为案例,分析二维码技术在移动互联网行业发展
演进过程中的价值链特征和现阶段存在的商业模式类型,总结出移
动互联网企业的业务发展经验,找到适用于 CP 快拍企业业务发展的
价值链整合方式和商业模式,同时也为其它同类型业务的企业在发
展初期,针对价值链整合和商业模式确立提供了理论基础和参考经

在本文的研究主线如下,从理论框架上:基于价值链文献研究
的基础上总结出以往行业的定位理论的发展及其特点,并整理与现
有的产品价值链整理结合策略相关的研究成果,给出商业模式优化
路径。方法上面:采取文献研究法为本文研究的方面提供理论支撑;
通过案例分析法分析当前二维码防伪溯源的几种价值链形式和商业
模式,对 CP 快拍企业产品定位以及价值链进行分析探讨;以问卷调
查法、访谈法反馈的信息搜集探索 CP 快拍企业的商业模式发展。通
过数据分析为用户画像及产品定位,并且与价值链进行整合,为商
业模式优化提供坚实的数据支撑

本文主要研究结论包括:
(1)归纳梳理移动互联网企业的发展现状,指出其商业模式上
的欠缺
手持智能终端发展迅猛,移动网络资费进一步降低,网速传输
速度进一步提高;传统互联网企业和新兴的移动互联网企业迅速投
入到移动互联的市场中去,快速占领市场规模,扩大消费者和企业
客户两端的用户规模,从品牌上和产品上快速占领用户的手持终端
桌面,从产品策略和营销理念上不断刺激用户的活跃度和黏性,部
分企业已经在一些细分领域中抢占先机,形成了一定的核心竞争力摘要
III
和行业壁垒;但是从另外一个层面也可以看到,不管大型移动互联
企业还是中小型的移动互联企业,普遍存在营收单一和营业收入偏
少的局面,企业在商业模式制定上还处于尝试摸索阶段,并且在一
些企业产品中工具属性偏强的产品,还存在用户忠诚度低,用户流
失快的问题。在一定程度上制约了企业的快速及可持续发展

(2)构建移动互联网企业的产品价值链体系和商业模式框架
基于文献研究,利用价值链等相关理论,参考相关文献,进一
步研究移动互联网企业等相关新兴产业价值链的参与主体以及市场
细分等。构建了移动互联模式的的二维码产业价值链体系和商业模
式概念框架。内容链及服务链作为两条支流体现了价值链。产品、
信息流以及服务三者的结合构成了商业模式。论证了二维码产业的
价值链和商业模式的理论依据,并结合目前研究进展及相关理论,
研究 CP 快拍企业目前市场、目标人群、可替代产品、以及产品定位
等现状,重点研究 CP 快拍二维码产品在市场细分领域的市场定位、
价值链整合、商业模式等方面存在的不足,为下一步提出应对思路
打下了坚实的理论基础

(3)提出移动互联网企业商业模式优化和价值链保障机制建议
本研究基于 CP 快拍企业产品对用户的需求、企业付费能力以及
营销渠道的调研数据,对二维码的商业模式进行模型构建并提出优
化建议。通过案例分析法,对移动互联企业的商业模式进行了实证
研究,通过对其经营环境、商业模式、企业战略和经营行为的分析,
发现该公司商业模式存在的主要问题,并针对问题提出基于价值链
的优化建议,为公司的发展提供相关依据,并为其他移动互联企业
的发展提供参考和借鉴

最后,本研究从市场细分、品牌策略、产品结构、渠道构建、
用户群体、资源配置、资本运作等方面多个维度提出 CP 快拍企业的摘要
IV
商业模式优化、创新路径研究,并从价值链优化保障、管理保障和
资金保障三个方面给出了价值链保障机制和商业模式优化创新机制
思路,并提出了研究不足和展望

本文研究的创新点在于对国内移动互联网行业里面产业链的上
下游环节进行了较全面、清晰的梳理,以 CP 快拍的案例为基础,提
出移动互联网企业的商业模式技术优化策略。本文将价值链理论运
用到二维码产业的商业模式研究中,为后续研究开拓了一个崭新的
视角

关键词:商业模式;价值链;移动互联网ABSRTACT
V
RESEARCH ON BUSINESS MODEL BASED ON VALUE CHAIN
THEORY OF CP SNAPSHOT COMPANY
ABSTRACT
In recent years,mobile internet products and technologies develop rapidly.Meanwhile mobile
terminal users growing population, the market size is also rapid growth, and industry prospects is
very hopeful. Many industries have to the mobile Internet strategic transformation, the industry
leaders are trying to seize the future industry value chain of the initiative.As a result, the mobile
Internet industry value chain layout competition is more and more intense, business model is also
increasingly open and diversified.At present, the mobile Internet APP and two-dimensional code
technology combined with the mobile Internet products are a new concept of mobile Internet
portal ,which is increasingly triggered by the industry practitioners of concern.Through the
combination of cloud computing and big data technology storage, the use of high-precision
image recognition technology algorithms, while integrating industry attributes and industry
characteristics,For some specific industries to do the extension of the value chain upstream and
downstream, the industry&39;s business model for a new innovation, not only to subvert the
traditional mobile Internet business, but also to build a new value chain system and business
model. In the venture capital institutions to stimulate and competitors under the high intensity of
pressure, at this stage the industry is more concerned about its focus on technology and content
innovation, as well as the rapid accumulation of users, prefer the C-side users of the geometric
growth state, and its business In-depth analysis and research of the model is still relatively small.
In this paper, the business model based on the value chain is introduced into the research of
the two-dimensional code technology and the anti-counterfeiting industry. Based on the value
chain theory, this paper analyzes the two-dimensional The development of the value chain in the
development process of the anti-counterfeiting industry and the business model of the present
stage, summed up the development experience of the anti-counterfeiting business, find the value
chain integration mode and business model suitable for the CP fast business development, At the
same time, it also provides the theoretical basis and reference experience for the integration of
value chain and the establishment of business model in the early stage of development.
Based on the research of the value chain literature, this paper summarizes the development
and characteristics of the positioning theory of the industry in the past and summarizes the
research results related to the existing product value chain finishing strategy, and give the
business model optimization path. Methods: The literature research method is used to provide theABSRTACT
VI
theoretical support for the research of this paper. Through the case analysis method, the paper
analyzes the several value chain forms and the business model of the two-dimensional code, and
analyzes the product positioning and value chain of CP ; To questionnaire survey, interview
feedback information collection to explore the CP snapshot business model development.
Through the data analysis for the user portraits and product positioning, and integration with the
value chain for business model optimization to provide a solid data support.
The main conclusions of this paper include:
(1)Summed up the development of mobile Internet business status, pointing out that the lack
of business model
The traditional Internet companies and emerging mobile Internet companies quickly put into
the mobile Internet market, the rapid occupation of the market size, to expand the size of the user
at both ends of BC, the speed of mobile Internet, the rapid development of mobile Internet, From
the brand and products on the rapid occupation of the user&39;s handheld terminal desktop, from the
product strategy and marketing concepts continue to stimulate the user&39;s activity and viscosity,
some companies have in some areas to seize the opportunity to form a certain core competition
Force and industry barriers; but from another level can also be seen, regardless of large mobile
Internet companies or small and medium-sized mobile Internet companies, the prevalence of
single revenue and operating income of the situation is too small, enterprises in the business
model is still in the attempt Frozen stage, and in some enterprise products in the tool properties of
the product, there are still low customer loyalty, the problem of rapid loss of users. To a certain
extent, restricted the rapid and sustainable development of enterprises.
(2)The construction of mobile Internet enterprise product value chain system and business
model framework
Based on the literature research, the use of value chain and other related theories, refer to the
relevant literature, to further explore the mobile Internet companies and other related emerging
industry value ch
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