摘要
全球金融危机对制造业的影响深远，富士康科技集团（以下简称富士康）作
为电子器件制造、组装代工为主营业务的企业，始终在尝试向销售终端延伸转型
发展。2010 年富士康推出“万马奔腾”项目，意图通过企业内部孵化创业型企
业开拓终端销售渠道。除部分直营点外，主要是支持员工回乡开办“富归店”以
挖掘大陆广大农村、城镇终端消费商机并藉此推动企业由制造向制造+服务转型

项目计划用 4 年时间在中国大陆建 10000 家零售网点，到 2013 年初实际建成 481
家门店，95%以上门店处于严重亏损最终以转、停业方式宣告项目失败

本文通过介绍“万马奔腾”项目产生的背景，项目推进的基本情况勾画了项
目的全景。进一步地，研究者深入企业孵化的创业店面进行调研，运用问卷及访
谈技术了解单店经营的第一手数据，以及单店经营者的切身创业感受。在掌握项
目总体运营结果，单店经营现状的基础上梳理出项目推进中存在的问题，并分析
了项目失败的诸多现实原因

本文运用商业模式理论、蒂蒙斯创业要素模型、企业内部创业理论提炼归纳
出“万马奔腾”项目失败的五大主因：商业模式落后；创业要素组合不恰当；内
部创业机制设计不合理；未重视创业环境变量对项目的影响；外部环境要素不支
持。最终研究建议富士康应注意持续不断地创新、寻求内部资源与机会匹配途径、
激活内部创业驱动力、改善内部环境、争取外部政策支持。同时提供一些改进措
施，一是帮助富士康反思、总结，为下一步决策提供参考，一是期望富士康实现
从制造业向制造+服务成功转型，二是为相似公司提供信息经验以资借鉴

关键词：富士康；内部创业；案例研究；业务转型MBA 学位论文 作者：刘德志 富士康万马奔腾创业项目案例研究
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Abstract
The global financial crisis has far-reaching impact on manufacturing，Foxconn technology
group (hereinafter referred to as foxconn) as electronic components, manufacturing, assembly,
OEM for the main business of the enterprise ， Always trying to sale terminal extension
transformation development，Foxconn&39;s launchTen thousand horses running project in 2010

Intent through the enterprise internal incubator entrepreneurial enterprises to develop terminal
sales channels，In addition to the part of enterprises directly point，Mainly support staff home run
fu gui shop to dig the mainland business opportunities and to promote the rural and town
terminal consumption + service transformation from manufacturing to manufacturing。The project
plan in four years building 10000 retail outlets in mainland China，In fact 481 stores have been
built only,In early 2013 more than 95% stores in serious losses in turn, closed way declared
project failure.
This example by introducing the background ofTen thousand horses running project,
Project to promote the basic situation of sketched the panoramic view of the project. Further, the
researchers study deeply enterprise incubation of stores, Using questionnaire and interview
techniques, revenue management of first-hand data, And constructions operator&39;s vital business
experience. In the master project overall operating results, And revenue management present
situation on the basis of combing out the problems existing in the project to promote, And
analyzes the many real cause of the failure of the project.
In this paper, by using the theory of business model、Tiffany mons model factors of
entrepreneurship、InducesTen thousand horses running internal entrepreneurship theory
refining project failure of five main because: Improper business model behind, Inappropriate
combination of entrepreneurial elements, The design of internal entrepreneurship mechanism is
unreasonable，Ignoring the impact of environmental variables on projects，External environmental
factors are not supported。Research suggests that eventually foxconn should pay attention to
continuously innovation, seeking internal resources and opportunities matching approach, activate
the internal driving force, improving the internal environment and external policy support。At the
same time provide some improvement measures, one is to help foxconn reflection, summary，
Decision to provide the reference for the next step, finally realizes the foxconn&39;s successful
transition from manufacturing to manufacture + service，The second is to provide information for
similar company experience to draw lessons from.
Keywords：Foxconn; internal business case; studies; business upgradeMBA 学位论文 作者：刘德志 富士康万马奔腾创业项目案例研究
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目录
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