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MBA论文_价值网络视角下怡康养老平台商业模式转型研究

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南京邮电大学学位论文原创性声明
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日期 : _ 2 1
6

摘要
数字经济时代下,伴随着物联网、云计算及移动数据平台等计算机技术的迅速发展和应
用,平台企业在跟随时代变革的同时,将新技术群运用到商业发展中,与此同时,新型技术
群的商业模式也受到了学术界的广泛关注。但是,当前对于新型技术商业模式的评价体系,
主要从营销模式、发展战略和企业治理等几方面进行研究。相较而言,对于其内在价值规律
的研究并不深入具体,因此,也就无法清楚地获得商业模式创新与核心竞争力获取之间的关
系。将价值网络理论运用于研究“企业—用户—合作伙伴”的深入分析,尝试基于价值网理
论对怡康养老平台商业模式进行评价创新,实现价值网络各主体成员之间的协同共赢,持续
为企业赋能。
首先,基于价值网络视角,系统梳理和分析平台和平台型企业、价值网、商业模式的相
关理论基础,以及平台型企业商业模式构成要素的相关文献资料,在上述工作成果的基础上,
形成了以价值网络为基础的商业模式架构。其次,运用商业画布理论分析怡康养老平台现有
的商业模式,并采用问卷调查法和层次分析法相结合的方法对怡康养老平台商业模式进行评
价,通过评价发现怡康养老平台在产品或服务内容、传递渠道与传递方式等方面存在问题。
最后,从价值网络的角度对怡康养老平台目前的商业模式存在的问题进行分析,进而创新化
商业模式,对提升怡康养老平台的价值提出具有建设性的意见。
结合上述论证,综合考量数字经济背景时代的特点,针对平台型企业的商业模式优化了
其对应的评价体系,相对于传统评价体系更具创新性,可以更好的让“企业—顾客—合作伙
伴”等权益相关者了解企业的经营现状,有利于经营者及时调整商业模式,理清发展思路。
关键词:平台企业;商业模式;价值网络;创新

Abstract
In the era of digital economy, with the rapid development of IT technologies such as IOT, cloud
computing and mobile data platform, platform enterprises follow the changes of The Times and
apply the new technology clusters to business development. Meanwhile, the business model of this
new technology has also caught the sight of the academic community. However, the current
evaluation system for the new technology business model is mainly studied from the aspects of
marketing model, development strategy and enterprise governance. Comparatively, the research on
its intrinsic value law is not in-depth and specific, so it is impossible to clearly obtain the
relationship between business model innovation and the acquisition of core competitiveness. The
value network theory is applied to the in-depth analysis of "enterprise-user-partner", and the
business model of Yikang pension platform is evaluated and innovated based on the value network
theory, so as to realize the synergy and win-win among the main members of the value network and
continue to empower the enterprise.
First of all, based on the value network theory, the theoretical basis of platform and
platform-based enterprises, value network and business model is systematically sorted and analyzed,
as well as the relevant literature on the elements of platform enterprises’ business model . On this
basis, the business model framework based on value network is constructed. Secondly, on the basis
of the theory of business canvas analysis the existing business model of Yikang, and USES the
questionnaire survey and the combined method of analytic hierarchy process to evaluate Yikang
endowment platform business model, through the evaluation found that Yikang endowment
platform in the product or service content, manners of transmission channels and the existing
problems. Finally, under the guidance of value network theory, the paper analyzes the existing
problems in the current business model of the Yikang pension platform, and then innovates the
business model, and puts forward constructive suggestions for improving the value of the Yikang
pension platform.
Combined with the above arguments, based on the background of digital economy, optimizing
the evaluation system of platform enterprises' business model innovation can better let "enterprising,
customer-partner" and other stakeholders understand the current situation of the enterprise's
operation, which is conducive to the timely adjustment of the business model of operators, and clear
the development ideas.
Key words: Platform for enterprise; Business model; Value network; Innovation
。。。以下略