本文選題：織錦產業(yè)鏈 + 產品競爭��； 參考：《東南大學》2015年博士論文

【摘要】：織錦產業(yè)是我國“非物質文化遺產”的傳統(tǒng)產業(yè),在傳承和保護的基礎上進行現(xiàn)代化改造以使其重新煥發(fā)產業(yè)的生機是十分重要的。由于織錦產業(yè)存在過度競爭、產業(yè)鏈結構簡單、傳統(tǒng)商業(yè)模式陳舊等問題,亟需探討產業(yè)鏈重構的動因,平臺經濟對商業(yè)模式的改造,平臺治理“減少信息不對稱,提高平臺績效”的方式,以及整合織錦產業(yè)鏈進行織錦平臺商業(yè)模式的改造�？楀\網絡平臺作為一種新的商業(yè)模式,連接交易雙方,為他們提供互動機制,平臺改變了傳統(tǒng)產業(yè)的經濟構架,對企業(yè)的管理理念、運行方式、治理機制和績效評價等會產生深刻的影響,能夠幫助織錦產業(yè)完成現(xiàn)代化改造,提升產業(yè)的競爭力。本文基于縱向一體化、雙邊市場、平臺經濟、私序治理和網絡績效等理論對傳統(tǒng)產業(yè)現(xiàn)代化改造原因和平臺商業(yè)模式出現(xiàn)提供分析框架和解決方案。具體研究內容如下：(1)縱向鏈整合與垂直型平臺理論模型構建。針對市場競爭環(huán)境下傳統(tǒng)產業(yè)商業(yè)模式的問題和網絡環(huán)境下雙邊市場特征平臺商業(yè)模式的出現(xiàn),分析縱向一體化模型的缺陷,構建了垂直型平臺模型,詮釋存在網絡外部性條件下的企業(yè)縱向一體化的動因、平臺定價和福利分析。該模型是織錦產業(yè)鏈重構和商業(yè)模式改造的理論依據(jù)。(2)織錦產業(yè)的產品競爭分析與產業(yè)鏈重構。運用產業(yè)經濟的SCP范式,分析織錦產業(yè)的結構和競爭格局,運用產業(yè)鏈分析的方法剖析了織錦產業(yè)鏈各個環(huán)節(jié)的存在問題以及各個環(huán)節(jié)利益主體縱向協(xié)作關系。由于織錦產業(yè)存在過度競爭,根據(jù)垂直型平臺理論模型,提出網絡經濟背景下織錦產業(yè)鏈重構的思路。(3)織錦產業(yè)網絡平臺商業(yè)模式的提出和具體方案設計。運用商業(yè)模式理論,對織錦產業(yè)網絡平臺進行系統(tǒng)研究,全方位地刻畫平臺商業(yè)模式架構、要素、實現(xiàn)方式、定價策略和核心競爭力。從理論層面通過平臺商業(yè)模式理論來進一步細化垂直型平臺理論模型的內在思想；從現(xiàn)實層面通過平臺商業(yè)模式設計來進一步實現(xiàn)織錦產業(yè)重構的外在要求。(4)織錦網絡平臺治理研究,提出網絡平臺治理的方式,即非正式第三方治理模式。通過構建博弈模型考察非正式第三方治理機制產生的原因、條件及作用,認為該方式可以有效緩解信息不對稱問題以及提高信息搜索成本穩(wěn)定性。并進一步研究了織錦網平臺的治理機制和定價實踐,解決了織錦平臺“陌生人”間的信任問題,研究了如何利用平臺的定價機制以吸引平臺連接的多邊群體,從而更好地發(fā)揮平臺網絡效應。(5)平臺治理的效率研究,提出網絡平臺績效指標和評價方法�；谄脚_的治理績效理論,構建網絡平臺的治理績效分析體系。根據(jù)中國紡織企業(yè)電商化后數(shù)據(jù)以及四個典型平臺交易的增長態(tài)勢,進行仿真模擬評價網絡平臺績效,分析中國織錦網的現(xiàn)代化改造植入平臺的績效,并在此基礎上提出織錦產業(yè)鏈重構的政策支持和路徑選擇。本文研究發(fā)現(xiàn)：(1)將產業(yè)鏈整合和平臺經濟相結合,通過分析織錦產業(yè)鏈和構建織錦商業(yè)模式,可以在挽救和保存“非遺”的基礎上實現(xiàn)織錦傳統(tǒng)產業(yè)的改造：(2)中國織錦網是織錦產業(yè)文化展示和產品交易的服務平臺,是織錦產業(yè)進行現(xiàn)代化改造適宜選擇的商業(yè)模式：(3)織錦平臺的性質是專業(yè)壟斷平臺,一方面其治理機制需要圍繞平臺參與各方的信任關系展開,可以通過“信號機制”和“聲譽機制”遏制買賣雙方的機會主義傾向；另一方面其定價機制能夠吸引平臺連接的多邊群體,捕捉并激發(fā)網絡效應；(4)織錦平臺使得傳統(tǒng)的制造加工轉變?yōu)閺漠a業(yè)需求與供給之間的連接點尋找到贏利的契機,能夠實現(xiàn)規(guī)模發(fā)展的正向循環(huán),提高織錦產業(yè)的績效,提升織錦產業(yè)的競爭力。
[Abstract]:The brocade industry is the traditional industry of "intangible cultural heritage" in our country. It is very important to modernize the textile industry on the basis of inheritance and protection to make it revitalized. Because of the excessive competition in the brocade industry, the simple structure of the industrial chain and the outmoded traditional business model, it is urgent to discuss the motivation of the industrial chain reconstruction. As a new business model, the brocade network platform, as a new business model, connects the two parties and provides an interactive mechanism for them, and the platform has changed the traditional industry. The economic framework has a profound influence on the management concept, operation mode, governance mechanism and performance evaluation of the enterprise. It can help the brocade industry to modernize and enhance the competitiveness of the industry. This article is based on the modernization of the traditional industry based on the theory of vertical integration, bilateral market, platform economy, private order management and network performance. The analysis framework and solutions are provided for the reason and the platform business model. The specific research contents are as follows: (1) the vertical chain integration and the vertical platform theory model construction. In view of the problem of the traditional industry business model under the market competition environment and the emergence of the bilateral market characteristic platform business model under the network environment, the longitudinal integration model is analyzed. This model is the theoretical basis for the restructuring of the brocade industry chain and the transformation of business model. (2) the analysis of the competition and industrial chain reconstruction of the brocade industry. The SCP paradigm of the industrial economy is used. This paper analyzes the structure and competition pattern of the brocade industry, and analyzes the existing problems in the various links of the brocade industry chain and the longitudinal cooperation relationship of the stakeholders in each link by using the method of industrial chain analysis. (3) the proposal of the business model of the brocade industry network platform and the concrete plan design. Using the business model theory, the paper systematically studies the network platform of the brocade industry, depicts the platform business model structure, the elements, the realization mode, the pricing strategy and the core competitiveness. The inner thought of the theoretical model of the vertical platform; the external requirements of the reconfiguration of the brocade industry through the design of the platform business model from the realistic level. (4) the research on the management of the brocade network platform and the way of the management of the network platform, that is, the informal third party governance model. Through the construction of the game model, the informal third party governance is investigated. The reasons, conditions and functions of the mechanism are considered to be effective in alleviating information asymmetry and improving the stability of information search costs. The governance mechanism and pricing practice of the brocade network platform are further studied. The problem of trust between the "strangers" on the brocade platform is solved and the pricing mechanism of the platform is studied. In order to attract the multilateral groups connected by the platform, and thus better play the platform network effect. (5) research on the efficiency of the platform governance, put forward the performance indicators and evaluation methods of the network platform. Based on the platform based governance performance theory, the management performance analysis system of the network platform is constructed. According to the Chinese textile enterprises after the e-commerce data and four typical leveling. The performance of the network platform is evaluated by simulation, and the performance of the China brocade network is analyzed. On this basis, the policy support and path selection of the reconfiguration of the brocade industry chain are put forward. The study finds that: (1) the integration of industrial chain integration and the platform economy, through the analysis of the brocade industry chain And building the brocade commercial model, we can realize the transformation of the traditional brocade industry on the basis of saving and preserving the "non remains": (2) the Chinese brocade network is the service platform for the cultural display of the brocade industry and the trade of the products, and is the suitable commercial mode for the modern transformation of the brocade industry: (3) the nature of the brocade platform is a professional monopoly platform On the one hand, its governance mechanism needs to be carried out around the trust relationship of the platform participating parties, which can contain the opportunistic tendencies of the buyers and sellers through the "signal mechanism" and "reputation mechanism"; on the other hand, the pricing mechanism can attract the multilateral groups connected by the platform, capture and stimulate the network effect; (4) the brocade platform makes the traditional one. The manufacturing process is transformed from the point of connection between the industrial demand and the supply to find the turning point of profit. It can realize the positive cycle of scale development, improve the performance of the brocade industry and enhance the competitiveness of the brocade industry.

【學位授予單位】：東南大學
【學位級別】：博士
【學位授予年份】：2015
【分類號】：F426.81
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本文編號：1874861