發(fā)布時(shí)間：2018-01-13 19:36

  本文關(guān)鍵詞：價(jià)值網(wǎng)絡(luò)關(guān)系對(duì)電子商務(wù)企業(yè)的創(chuàng)新型和互補(bǔ)型價(jià)值主張實(shí)現(xiàn)的影響研究　出處：《南京大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 商業(yè)模式 價(jià)值網(wǎng)絡(luò) 價(jià)值主張 案例調(diào)查法 關(guān)系強(qiáng)度

【摘要】：在互聯(lián)網(wǎng)商業(yè)迅猛發(fā)展的進(jìn)程中,商業(yè)模式(Business Model)早已是被廣泛關(guān)注和討論的熱點(diǎn)話題,學(xué)術(shù)界已廣泛研究探討了商業(yè)模式的要素和結(jié)構(gòu)等方面,然而關(guān)于商業(yè)模式內(nèi)部價(jià)值網(wǎng)絡(luò)關(guān)系的研究還很少。商業(yè)模式的各個(gè)組成部分必須有機(jī)聯(lián)系成為一個(gè)整體,才能形成良性的循環(huán)。在商業(yè)模型構(gòu)成要素中,定義價(jià)值的“價(jià)值主張”和創(chuàng)造、傳遞價(jià)值的“價(jià)值網(wǎng)絡(luò)”同樣需要保持二者之間的有機(jī)聯(lián)系。對(duì)于電子商務(wù)企業(yè)實(shí)現(xiàn)創(chuàng)新型和互補(bǔ)型價(jià)值主張,究竟企業(yè)自身應(yīng)該與供應(yīng)商和顧客間構(gòu)建什么樣的網(wǎng)絡(luò)關(guān)系(緊密的強(qiáng)關(guān)系還是較弱的關(guān)系),才能最大程度有助于企業(yè)實(shí)現(xiàn)這兩類價(jià)值主張從而提升企業(yè)績效?本文即是基于網(wǎng)絡(luò)關(guān)系的視角,探討電子商務(wù)企業(yè)價(jià)值網(wǎng)絡(luò)中企業(yè)、供應(yīng)商和消費(fèi)者之間的關(guān)系強(qiáng)度對(duì)于電子商務(wù)企業(yè)實(shí)現(xiàn)產(chǎn)品創(chuàng)新型和產(chǎn)品互補(bǔ)型價(jià)值主張的影響關(guān)系,以及兩類價(jià)值主張對(duì)于電子商務(wù)企業(yè)績效的作用。 本文主要運(yùn)用定性與定量相結(jié)合的案例調(diào)查法(Case Survey),對(duì)收集到的98個(gè)企業(yè)案例進(jìn)行編碼獲得樣本數(shù)據(jù),通過相關(guān)分析、回歸分析等方法對(duì)研究問題構(gòu)建的模型進(jìn)行了檢驗(yàn),得到的主要結(jié)論包括：電子商務(wù)企業(yè)的產(chǎn)品創(chuàng)新型和產(chǎn)品互補(bǔ)型兩種價(jià)值主張相結(jié)合對(duì)企業(yè)的績效有正向的影響作用；企業(yè)與大供應(yīng)商的緊密關(guān)系有利于實(shí)現(xiàn)創(chuàng)新型價(jià)值主張；供應(yīng)商與消費(fèi)者的關(guān)系強(qiáng)度反向調(diào)節(jié)企業(yè)與大供應(yīng)商的關(guān)系強(qiáng)度對(duì)創(chuàng)新型價(jià)值主張的影響作用,同時(shí)正向調(diào)節(jié)企業(yè)與小供應(yīng)商的關(guān)系強(qiáng)度對(duì)于互補(bǔ)性價(jià)值主張的影響作用。 本文內(nèi)容主要包括五個(gè)章節(jié),如下： 第一章：緒論部分,對(duì)當(dāng)前電子商務(wù)發(fā)展現(xiàn)狀和趨勢等相關(guān)研究背景進(jìn)行簡要概括,提出本文的研究問題,闡明研究目的及研究意義。 第二章：文獻(xiàn)回顧,對(duì)商業(yè)模式、價(jià)值主張和價(jià)值網(wǎng)絡(luò)的相關(guān)研究進(jìn)行大量文獻(xiàn)回顧并分析討論已有的相關(guān)研究理論和結(jié)論。 第三章：研究設(shè)計(jì),基于文獻(xiàn)回顧和研究問題構(gòu)建研究模型及相關(guān)假設(shè),詳細(xì)介紹案例調(diào)查法(Case Survey)以及本研究的編碼方案設(shè)計(jì)和編碼過程等。 第四章：數(shù)據(jù)分析,基于從98個(gè)樣本案例中提取的數(shù)據(jù)資料,運(yùn)用相關(guān)分析、回歸分析等方法對(duì)本研究模型提出的假設(shè)進(jìn)行分析檢驗(yàn)。 第五章：結(jié)論與討論,總結(jié)本研究的主要結(jié)論,結(jié)合具體案例展開討論,提出若干理論研究啟示和管理實(shí)踐啟示,并指出本研究的局限性和未來研究展望。
[Abstract]:In the process of rapid development of Internet commerce, Business Model has long been a hot topic of widespread concern and discussion. The academic community has extensively studied the elements and structure of the business model. However, there is little research on the relationship between the value network of the business model. Each component of the business model must be organically linked into a whole to form a virtuous circle. "value proposition" and "value network", which define value and create and transmit value, also need to maintain the organic connection between them, and realize innovative and complementary value proposition for e-commerce enterprises. What kind of network relationship should the enterprise itself build with suppliers and customers (close strong relationship or weak relationship). Ability to the greatest extent to help enterprises to achieve these two types of value claims to improve corporate performance? This paper is based on the perspective of network relations to explore the value of e-commerce enterprises in the network. The relationship between supplier and consumer influences the relationship between the value proposition of product innovation and product complementarity, and the effect of the two kinds of value proposition on the performance of e-commerce enterprise. This paper mainly uses qualitative and quantitative case survey method to code 98 enterprise cases to obtain sample data through correlation analysis. Regression analysis and other methods are used to test the model. The main conclusions are as follows: the combination of product innovation and product complementary value proposition has a positive effect on enterprise performance; The close relationship between enterprises and large suppliers is conducive to the realization of innovative value proposition; The relationship intensity between suppliers and consumers reversely adjusts the influence of relationship strength between enterprises and large suppliers on innovative value proposition. At the same time, the influence of the strength of the relationship between the firm and the small supplier on the complementary value proposition is positively regulated. This paper mainly includes five chapters, as follows: The first chapter is the introduction, which briefly summarizes the current situation and trend of e-commerce research, puts forward the research issues of this paper, and clarifies the purpose and significance of the research. Chapter II: literature review, the business model, value proposition and value network related research literature review and analysis and discussion of the existing relevant research theories and conclusions. Chapter III: research design, based on literature review and research issues to build research model and related assumptions. The method of case survey and the coding scheme design and coding process of this study are introduced in detail. Chapter 4th: data analysis, based on the data extracted from 98 sample cases, using correlation analysis, regression analysis and other methods to analyze and test the hypotheses proposed in this research model. Chapter 5th: conclusion and discussion, summing up the main conclusions of this study, combining with specific cases to discuss, put forward a number of theoretical research and management practice enlightenment, and pointed out the limitations of this study and future research prospects.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F724.6;F272.5;F274;F273.1

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