论文首先参考和阅读了大量国内和国外关于商业模式的研究,并基于这些文献归纳
了商业模式的定义与内涵。其次,研究了价值链理论,选择价值链视角作为出发点来研
究商业模式,分析了价值链和商业模式的关系,解释了如何使用价值链工具来研究商业
模式,由价值链的视角出发,设计了一个分析和选择商业模式的模型框架,用模块方法
研究了实现路径。再次,选择了创业期的逆变焊割设备企业——威博作为中小企业的代
表,用案例分析的方法验证了商业模式设计框架的可操作性。然后,为了确保商业模式
策略的顺利进行和持续发展,从组织结构、人力资源、企业文化等方面做出保障措施
最后,总结全文,提出尚待解决的问题和进一步的研究方向,为中小型制造企业商业丰吴
式的创新做出启示
现有的管理学研究中,经常使用通用、可口可乐、麦当劳、中国石油等企业作为蓝
本,这些企业的品牌知名度和国际影响力使得这些研究增添了几分权威性,而中小企业
则得不到学者的关注。但是从占企业总数1%的大型企业得出的理论真的在99%的中小
企业上适用吗这个结果显然是否定的。大型企业和中小企业在本质上存在巨大差距,
这也是本文作者选择创业期的威博为研究对象的主要目的
好的商业模式和营销策略都是价值创造逻辑,能够为企业创造更高的利润,构建核
心竞争力。价值链是一个合理和高效的分析工具,为商业模式的分析和选择提供了理论
支撑,通过商业模式的创新,中国制造企业能够在日益丰富和激烈的市场环境中,更好
的发展和壮大
关键词:商业模式;价值链;中小企业;逆变焊割设备
Abstract
With the development of cyber-economy and coming of the age of big data, it is the
primary question for all of the entrepreneur and managers to think about how to innovate their
company business model with the existing resources and abilities. Most of the studies are in
recent lOyears, and becoming the frontier topic. But different scholars studied in different
views, and there is no final conclusion of its definition, structures, models,etc.
This thesis summarize most of the research and theory about business model, both
domestic and abroad. Firstly it defines the connotation of business model, based on different
ideas of what is the concept and meaning of business model. Secondly, we find out the
connection between business model and value chain, and build an analysis frame of designing
business model from the perspective of value chain. Thirdly, this thesis choose an inverter
welding and cutting company—WELDPRO as the representative of manufacturers, to verify
this design frame to be of practical maneuverability. Fourthly, to make sure this business
model will work well for WELDPRO continually, we discuss the safeguards such as human
resource, company structures, and culture. And finally, we summarize the whole thesis and
present some questions to be solved and the direction of further research. Hope this thesis
could be some inspiration for some Chinese minor enterprises innovation on business model.
In most of the research of management, the scholars are using big companies such as GE,
Coca cola, McDonald, CNPC as cases, which provide authority to these studies because of
their reputation and brand influence. But these companies are only 1% in the total number of
enterprises, can these theories really apply for other 99% minor companies It is quite
doubtful and that's why this paper chose WELDPRO to study business model.
Same as marketing, a good business model is also the logic of creating value, which can
obtain higher profit for its company and elevate the core competitiveness. Value chain
provide a reasonable and effective tool for Chinese manufacturers to design and innovate
business model under this abundant and competitive market environment.
Key Words: Business Model; Value Chain; Minor Enterprises; Inverter Welding
and Cutting Equipment
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