I 摘要 商业世界的快速数字化正在打破行业的传统壁垒，传统企业急需进行数字化 转型与升级。然而传统企业数字化能力薄弱的劣势成为其变革过程中的阻碍，如何 使企业专注主业的同时为客户提供更高用户感知价值的服务成为了一个重要的命 题。 物流平台作为一种数字化的商业模式，如何利用这种商业模式为传统企业赋 能的同时重构价值链，为客户提供更高价值的服务，同时将传统模式中各个主体的 价值并使得整体价值提高成为了一个重要的命题。 本文研究了一种基于价值网理论，以成品油生产企业为核心，物流平台公司为 价值中枢企业，第三方物流公司提供核心能力，三方构成协同网络的成品油物流平 台商业模式，并以FYY成品油物流平台为研究案例，以定量与定性相结合的方式 对其商业模式价值进行了研究。研究证明基于价值网的FYY成品油物流平台商业 模式能够显著提高用户感知价值使得价值网络内部各方受益，实现了成品油生产 企业与物流平台公司的优势互补，提高了企业的物流的效率的同时最大化价值网 络内部各主体的利润，实现各方盈利。基于价值网的FYY成品油物流平台研究成 果拟为我国实现新旧动能转换，指导传统企业数字化升级，完成工业4.0目标提供 一种新的理论视角与行业借鉴。 关键词：物流平台，价值网络，商业模式 ，双重差分模型 ABSTRACT II ABSTRACT Rapid digital development in the commercial world is breaking the traditional industrial barriers, which makes it an urgent task for traditional enterprises to carry out digital upgrading and transformation. However, the disadvantage of weak digital power of traditional enterprises becomes an obstacle in transformation. Therefore, how to enable enterprises to provide customers with services of higher customer perceived value while focusing on their main business becomes an important topic. As a digital business model, logistics platform has become an important proposition in how to use this business model to reorganize the value chain while enabling traditional enterprises to provide customers with higher value services, and at the same time to enhance the value of each subject in the traditional model and the overall value. Based on the value web theory, this paper puts forward a business mode of refined oil product logistic platform composed of three parties through coordination network taking refined oil product manufacturing enterprises as the core, logistics platform companies as the value-centered enterprises and the third-party logistics companies as the source of core power supply. Besides, by taking FYY refined oil product logistics platform as case study, this paper also analyzes the value of this business mode through combining quantitative method with qualitative method. The research has proved that the business mode of FYY refined oil product logistics platform based on value web can remarkably improve customer perceived value so as to benefit all parties inside the value web, realize complementary advantages between refined oil product manufacturing enterprises and logistics platform companies, improve logistics efficiency of enterprises, maximize the profits of all parties within the value web and realize profits of all parties. The research result of FYY refined oil product logistics platform based on value web aims to provide a new theoretical angle and industrial reference for China to realize the conversion of the new and old kinetic energies, guide traditional enterprises to realize digital upgrading and achieve the goal of industry 4.0. Key words: Logistics platform, value network, business model，DID model 目录 III 目录 第一章 绪论 .................................................................................................................... 1 1.1 研究背景与意义 ................................................................................................ 1 1.1.1 现实背景 ................................................................................................ 1 1.1.2 研究意义 ................................................................................................ 2 1.2 研究目的 ............................................................................................................ 2 1.3 论文研究内容 .................................................................................................... 3 第二章 相关理论基础及研究方法 ................................................................................ 5 2.1 研究方法 ............................................................................................................ 5 2.1.1 定量分析法 ............................................................................................ 5 2.1.2 案例分析法 ............................................................................................ 5 2.1.3 深度访谈法 ............................................................................................ 5 2.2 商业模式理论基础 ............................................................................................ 6 2.2.1 商业模式概念 ........................................................................................ 6 2.2.2 商业模式要素与分类研究 .................................................................... 7 2.3 物流平台理论综述 ............................................................................................ 8 2.3.1 物流平台概念 ........................................................................................ 8 2.3.2 物流平台的架构与运营模式 ............................................................... 11 2.4 价值网理论基础 .............................................................................................. 12 2.4.1 价值链理论 .......................................................................................... 12 2.4.2 价值网理论 .......................................................................................... 13 第三章 基于价值网的FYY成品油物流平台商业模式构建 .................................... 16 3.1 国内成品油市场现状分析 .............................................................................. 16 3.2 成品油生产企业价值链分析 .......................................................................... 17 3.3 民营成品油生产企业物流管理现状调研 ...................................................... 19 3.4 基于价值网的FYY成品油物流平台商业模式构建 .................................... 20 3.4.1 基于价值网的FYY成品油物流平台商业模式价值分析 ................ 20 3.4.2 FYY成品油物流平台商业模式构建 .................................................. 22 第四章 基于价值网的FYY成品油物流平台商业模式分析 .................................... 24 4.1 FYY成品油物流平台商业模式构成 ............................................................. 24 4.1.1 价值主张 .............................................................................................. 24 目录 IV 4.1.2 客户细分 .............................................................................................. 25 4.1.3 渠道通路 .............................................................................................. 25 4.1.4 客户关系 .............................................................................................. 26 4.1.5 关键业务 .............................................................................................. 26 4.1.6 核心资源 .............................................................................................. 27 4.1.7 重要合作 .............................................................................................. 27 4.1.8 成本结构 .............................................................................................. 28 4.1.9 收入来源 .............................................................................................. 28 4.2 FYY平台运营模式与功能 ............................................................................. 28 4.2.1 运营模式 .............................................................................................. 28 4.2.1 运营体系和业务功能 .......................................................................... 29 第五章 基于价值网的FYY成品油物流平台商业模式实证研究 ............................ 31 5.1 用户价值概念界定 ..................................................................