2015年，我国的十三五规划提出，要实施国家大数据战略。网络经济空间 的将不断开拓，数据资源的将加速开放和共享，这是互联网发展的趋势，也是大 数据为未来的发展方向。由此可见，大数据也已经上升到我国国家战略的层面， 那么大数据也必将在未来很长的一段时间里对我国乃至世界的各个领域、各个行 业产生极为深远的影响，作为社会经济活动的重要主体，企业也必将受到大数据 的深远影响。 本文以苏宁这个零售行业的龙头企业作为研究对象，在对大量文献资料收集 与分析的基础上，梳理商业模式的概念、商业模式的作用、商业模式的构成要素 及商业模式的种类，同时对大数据的概念及特征、大数的挖掘、大数据分析处理 平台以及大数据背景下的商业模式的特征与要素进行了深入研究，进而透彻分析 大数据对企业商业模式的影响，并在此基础上深入苏宁销售、物流、人力资源等 内部重要部门，利用多种方式对苏宁进行全方位的了解。了解苏宁的原有的商业 模式，并进一步通过调查明确大数据对苏宁商业模式带来的怎样的深刻影响，苏 宁在大数据背景下已经在商业模式上做出过怎样的创新以及商业模式的创新的 成效，同时发现大数据背景下苏宁商业模式存在的一些问题，并对这些问题产生 的原因进行了深入剖析，在此基础上本文针对这些问题给出了一些对策。本文在 全面分析、研究以上内容的基础上总结和归纳以及提出了一些观点，相信这些观 点将会对同行业及其他行业各个规模的企业商业模式的选择与发展带来一些启 发和借鉴。 关键词：大数据；商业模式；苏宁 II ABSTRACT In 2015, China's 13th five-year plan proposed to implement the national big data strategy. The space of network economy will continue to expand, and the data resources will accelerate the opening and sharing. This is the trend of the development of the Internet, and it is also the future development direction of big data. Thus, it can be seen that big data has also risen to the level of China's national strategy, so big data will certainly exert a profound influence on all fields and industries in China and even the world for a long time in the future. As an important subject of social and economic activities, enterprises will also be profoundly affected by big data. Based on Suning in the retail industry's leading enterprises as the research object, on the basis of a large number of literature data collection and analysis, combing the concept of business model, the role of business model, business model components and type of business model, the concept and characteristics of big data, large Numbers of data mining, data analysis and processing platform and big under the background of the business model of the characteristics and the elements were studied, and then thoroughly analyzed the influence of the big data to the enterprise business model, and on this basis further Suning sales, logistics, human resources, such as internal important department, using a variety of ways for comprehensive understanding of Suning. Understand Suning's original business model, and further through the investigation of large data Suning of how profound influence on the business model, Suning under the background of big data has been made what kind of business model innovation and business model innovation results, also found that under the background of big data Suning some problems of the business model, and has carried on the in-depth analysis to the causes of these problems, on this basis, this paper gives some countermeasures to solve these problems. On the basis of comprehensive analysis and research, this paper summarizes and summarizes the above contents and puts forward some viewpoints, which will bring some inspiration and reference to the selection and development of business models of enterprises of different sizes in the same industry and other industries. Keywords：Big data，Business model，Suning 1 目 录 摘要 ............................................................................................................................................... Ⅰ Abstract ......................................................................................................................................... Ⅱ 第一章 绪论 ................................................................................................................................. 1 1.1研究背景及意义 ....................................................................................................................... 1 1.1.1研究背景 ................................................................................................................................ 1 1.1.2研究意义 ................................................................................................................................ 2 1.2国内外研究现状 ....................................................................................................................... 2 1.2.1国内研究现状 ........................................................................................................................ 2 1.2.2国外研究现状 ........................................................................................................................ 3 1.3研究的主要内容与方法 ........................................................................................................... 4 1.3.1研究的主要内容 .................................................................................................................... 4 1.3.2研究的主要方法 .................................................................................................................... 4 1.4研究的技术路线 ....................................................................................................................... 5 1.5本文的创新点 ........................................................................................................................... 5 第二章 相关理论和文献综述 ..................................................................................................... 7 2.1大数据相关理论 ....................................................................................................................... 7 2.1.1大数据概念及特征 ................................................................................................................ 7 2.1.2大数据形成 ............................................................................................................................ 8 2.1.3大数据挖掘 ............................................................................................................................ 8 2.1.4大数据分析与处理平台 ........................................................................................................ 9 2.2商业模式相关理论 ................................................................................................................. 10 2.2.1商业模式概念 ...................................................................................................................... 10 2.2.2商业模式的作用 .................................................................................................................. 11 2.2.3商业模式构成要素 .............................................................................................................. 11 2.2.4商业模式种类 ...................................................................................................................... 14 2.3大数据背景下商业模式概述 ................................................................................................. 14 2.3.1大数据背景下商业模式特征 .............................................................................................. 14 2.3.2大数据背景下商业模式要素 .............................................................................................. 16 第三章 大数据背景下苏宁的商业模式 ................................................................................... 18 3.1苏宁简介 ................................................................................................................................. 18 3.2苏宁商业模式调查 ................................................................................................................. 18 3.2.1调查目的 ..................................................................