目前，学术界在虚拟现实企业商业模式创新、价值链路径的选择以及创
新的有效性评价方面还没有建立一套完整、科学理论框架研究体系。因此构
建出一套完整的、科学的虚拟现实企业商业模式创新的分析框架及评价体
系，对于该类型企业建立其核心竞争优势并促进其发展具有重要的理论意义
和现实意义
本文以魏炜提出的六要素理论和平台理论为应用基础，在对虚拟现实企
业产品或服务定位基础上，区分了内容型、硬件平台型和行业应用型三种类
型的虚拟现实企业的行业特性、企业特性和产品特性。在此基础上，分析了
这三种类型的虚拟现实企业进行商业模式创新的动因。通过对比分析发现，
企业商业模式的同质化、行业技术的快速迭代、需要进行培育和挖掘的市场、
消费者对产品和服务的个性化需求是这三种类型的虚拟现实企业进行商业
模式创新的主要动因，而这些动因进一步驱动了这些企业进行商业模式创新
的可能性和现实性
本文以商业模式构成要素的“六要素理论”为基础，提出从目标市场定
位、市场发展趋势、企业的业务系统、虚拟现实技术水平及行业资源整合这
五个维度对虚拟现实企业的商业模式创新的构成要素、实现流程等设计、实
现路径进行了构建和具体设计。最后以 FMSJ 科技公司为例，通过实地调研
和现场访谈等方法，对该企业的商业模式构成要素和实现路径，结合上文分
析框架，进行了验证性总结。最后，以层次因子分析方法，对 FMSJ 商业模虚拟现实企业商业模式创新研究——以 FMSJ 科技公司为例式创新的有效性进行了评价。评价结果符合现实情况，说明了该评价体系指
标和评价方法在针对虚拟现实企业进行商业模式创新方面有一定的指导意
义
综上所述，本文按照实事求是的研究态度，从国内目前的虚拟现实产业
实际情况出发，结合学术界在商业模式及商业模式创新方面的相关理论和研
究成果，对现有的虚拟现实企业商业模式的创新进行了分类阐述和分析，构
建了该类型企业商业模式创新的分析框架，建立了商业模式创新有效性评价
体系指标和评价方法
关键词：虚拟现实企业 商业模式 平台型商业模式 商业模式创新AbstractAbstract
Over the past years, virtual reality technology has enjoyed rapid development
in the consumer market, and a large number of transformation-driving or
newly-established high-tech enterprises with virtual reality technology as the main
business have emerged in the market. Such companies not only share the same
characteristics with internet high-tech enterprises, but also have their own unique
technologies, application features, as well as market environment characteristics
which make those virtual reality enterprises bear their particular characteristics in
business model. The innovations in business model have to based on the industry
characteristics, the company&39;s own positioning and the available resources.
Similarly, virtual reality enterprises also need to combine their own industry
situations to carry out business model innovation for market competitiveness
maintenance.
At present, the academia has not built a complete and scientific theoretical
framework of research on virtual reality enterprises’ business model innovation,
the path selection of value chain and the evaluation of innovation effectiveness.
Therefore, constructing a complete and scientific analytical framework and
evaluation system for the business model innovation of virtual reality enterprises
serves important theoretical and practical significance for such companies, also, it
helps to contribute to establish their core competitive advantages and promote their
development.
Based on Wei Wei&39;s six elements theory. and platform theory proposed, this
paper distinguishes the industry characteristics of three types of virtual reality
enterprises, such as content type, hardware platform type and industry application,
on the basis of virtual reality enterprise product or service orientation , Enterprise
characteristics and product features. On this basis, the author analyzes the
motivations of these three types of virtual reality enterprises to innovate business
model. Through the comparative analysis, it is found that the homogenization of
the business model, the rapid iteration of the industry technology, the market that
needs to be nurtured and excavated, the consumer&39;s individual demand for the
products and services is the three types of virtual reality enterprises to innovate the
business model Of the main drivers, and these drivers to further drive the businessResearch on Business Mode Innovation Approaches of VR Business
----A Case Study of FMSJ Technology companymodel for the possibility of innovation and reality.
Based on the six elements theory of business model, this paper puts
forward the five dimensions of target market positioning, market development
trend, enterprise business system, virtual reality technology level and industry
resource integration to innovate business model of virtual reality enterprise Of
the elements, to achieve the design process, to achieve the path to the
construction and specific design. Finally, the FMSJ technology company, for
example, through the field research and field interviews and other methods, the
business model of the enterprise elements and the realization of the path,
combined with the above analysis framework, a confirmatory summary. Finally,
the effectiveness of FMSJ business model innovation is evaluated by the factor
analysis method. The evaluation results are in line with the actual situation,
which shows that the evaluation system index and evaluation method have
certain guiding significance for the innovation of business model for virtual
reality enterprises.
In summary, firmed with practical and realistic attitude toward study and
based on the actual situation of virtual reality industry and related theories and
research findings of the business model, this paper conducts classifiable
elaboration and analysis of the innovations of existing virtual reality enterprises’
business model, constructs an analytical framework of such enterprises’ business
model innovation, and establishes the index and evaluation method of business
model innovation effectiveness evaluation system.
Keywords: Virtual Reality Enterprises；Business Mode；Platform-type Business
Model；Business Model Innovation目 录目 录
1 绪论 ..1
1.1 研究背景和意义 .1
1.1.1 研究背景......1
1.1.2 研究的意义..2
1.2 研究的内容与思路 .........2
1.2.1 研究的内容..2
1.2.2 研究的思路..4
1.3 研究方法与贡献 .5
2 相关理论及文献综述 6
2.1 商业模式及构成要素研究综述 .6
2.1.1 商业模式概念..........6
2.1.2 商业模式构成要素研究综述 ..........7
2.2 平台型企业商业模式创新研究综述....10
2.2.1 平台型商业模式....10
2.2.2 平台型商业模式理论的文献综述 . 11
2.2.3 平台型商业
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