共享经济作为一个新的商业模式，随着互联网进入WEB2.0时代后，在我们 工作和生活中随处可见，各类应用开始涌现，越来越多的行业和企业加入到“共 享经济模式”里。不可否认的是，这个基于互联网信息技术的新经济模式——共 享经济已经成为服务行业最重要的一股力量，它冲击着传统的行业标准、商业模 式、管理模式、分配模式，甚至法律法规，也同时深刻地影响或改变着人们的生 活和思维模式。而那些基于共享经济模式的企业和行业受到的影响和冲击无疑更 为直接和剧烈。本文选择的案例YH公司就是这样一个加入到“共享经济”里的 公司，其迫切希望优化和制定最有利于企业发展的企业战略和竞争战略。本文应 用企业战略管理、共享经济等相关理论及工具对YH公司进行分析，运用PEST 模型和波特五力模型分析了共享经济模式下YH公司企业的外部环境，应用核心 竞争力理论及GE矩阵等分析了企业的内部环境及其存在的战略问题，进而对共 享经济模式下YH公司企业发展战略的优化方案进行设计并提出实施方案，以此 希望公司能更好地发挥共享经济带来的优势，提高企业在行业内的竞争力，以及 降低企业管理中存在的风险。 通过本文的研究希望能让YH公司即能享受共享经济模式带来的优势，也能 避免在管理模式、分配模式等受到太大的冲击。让公司适应瞬息万变的市场需求， 将自身优势最大化，尽量避免自身技术和资源不足的劣势，更好的迎接挑战和机 遇。最后本文也期待能为其他有意在共享经济模式下发展的企业制定发展战略提 供可借鉴的案例。 关键词：共享经济、企业战略、竞争战略、互联网经济 江苏大学工商管理硕士（MBA）学位论文 II ABSTRACT As a new business model, Sharing Economy, with the Internet entering the age of Web2.0, can be seen everywhere in our work and life, all kinds of applications began to emerge, more and more industries and enterprises joined in the "Sharing Economy Model". It is undeniable that the Sharing Economy, a new economic model based on Internet information technology, has become the most important force in the service industry. It affects the traditional industry standards, business models, management models, distribution models, even laws and regulations, and also profoundly affects or changes people's life and thinking patterns. And those enterprises and industries based on the sharing economy model are undoubtedly affected and impacted more directly and violently. The case YH selected in this paper is such a company joining in the "Sharing Economy", which is eager to optimize and formulate the enterprise strategy and competition strategy that are most conducive to the development of enterprises. In this paper, YH is analyzed by applying the theories and tools of enterprise strategic management and sharing economy. The external environment of YH under the mode of Sharing Economy is analyzed by using PEST model and Porter's five forces model. The internal environment of YH and its existing strategic problems are analyzed by using the theory of core competitiveness and Ge matrix. Then the paper designs and puts forward the implementation plan of YH enterprise development strategy under the mode of Sharing Economy, hoping that YH can better play the advantages brought by Sharing Economy, improve the competitiveness of enterprises in the industry, and reduce the risks in enterprise management Through the research, we hope that YH can not only enjoy the advantages brought by the Sharing Economy mode, but also avoid too much impact on the management mode and distribution mode. Let the company adapt to the changing market demand, maximize its advantages, try to avoid the disadvantages of insufficient technology and resources, and better meet the challenges and opportunities. Finally, this paper also expects to provide other enterprises who are interested in developing under the Sharing Economy mode with reference cases. Key words: Sharing Economy, Enterprise Strategy, Competitive strategy, Internet economy 江苏大学工商管理硕士（MBA）学位论文 III 目 录 第1章 绪论 ................................................................................................................. 1 1.1 研究的背景和意义 .......................................................................................... 1 1.1.1 研究的背景 ............................................................................................ 1 1.1.2 研究目的及意义 .................................................................................... 5 1.2 国内外研究现状 .............................................................................................. 7 1.2.1 国外研究现状 ........................................................................................ 7 1.2.2 国内研究现状 ...................................................................................... 10 1.3 研究的方法和内容 ........................................................................................ 14 1.3.1 研究内容 .............................................................................................. 14 1.3.2 研究方法 .............................................................................................. 15 第2章 共享经济模式下企业战略管理研究的理论基础 ....................................... 17 2.1 战略管理相关理论 ........................................................................................ 17 2.1.1 企业战略的含义 .................................................................................. 17 2.1.2 企业战略管理 ...................................................................................... 17 2.1.3 竞争战略 .............................................................................................. 18 2.2 战略管理相关工具应用 ................................................................................ 19 2.2.1 GE矩阵 ................................................................................................ 19 2.2.2 波特五力模型 ...................................................................................... 19 2.2.3 平衡记分卡 .......................................................................................... 20 2.2.4 SWOT分析 .......................................................................................... 21 2.2.5 外部宏观环境影响PEST分析 .......................................................... 22 2.2.6 目标分解工具OGSM ......................................................................... 22 2.3 共享经济的定义和理论基础 ........................................................................ 23 2.3.1 产权理论 .............................................................................................. 23 2.3.2 分时租赁理论 ...................................................................................... 23 2.3.3 交易成本理论 ...................................................................................... 24 2.4 共享经济的类型和特征 ................................................................................ 24 2.4.1 共享经济的类型 .................................................................................. 24 江苏大学工商管理硕士（MBA）学位论文 IV 2.4.2 共享经济的特征 .................................................................................. 24 2.5 共享经济的驱动力和影响因素 .................................................................... 25 2.5.1 共享经济的驱动力 .............................................................................. 25 2.5.2 共享经济的影响因素 .......................................................................... 26 第3章 共享经济模式下YH公司的战略环境及存在问题分析 ........................... 27 3.1 YH公司概述 .................................................................................................. 27 3.2 YH公司战略转型的外部环境分析 .............................................................. 28 3.2.1 宏观环境分析 ...................................................................................... 28 3.2.2 行业竞争环境分析 .............................................................................. 32 3.3 YH公司内部环境分析 .................................................................................. 34 3.3.1 核心竞争力分析 ...........................................................................