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论文编号：	10131
作者编号：	2120163165
上传时间：	2018/6/9 12:51:51
中文题目：	米家有品商业模式研究
英文题目：	A Research on Mijia Business Model
指导老师：	杨俊
中文关键字：	米家有品；商业生态系统；商业模式分析；竞争战略
英文关键字：	Mijia Youpin；Business Ecosystem；Business Model Analysis；Competitive Strategy
中文摘要：	随着网络技术以及信息技术的飞速发展，自上世纪90年代起，人类正式进入互联网时代。许多从事互联网服务和电子商务的公司也如雨后春笋一般蓬勃发展。这些企业独特的成长路径和惊人的成长速度受到了学术界和商业界的密切关注，对商业模式的研究也因此诞生。商业模式研究就是探索在现如今竞争激烈且经济增长乏力的宏观环境下，企业如何创造新的价值以及如何借助日新月异的新技术来重构企业的运营体系和商业逻辑。 成立于2010年4月的北京小米科技有限责任公司（简称小米），是一家以“为发烧而生”为口号、以“让每个人都能享受科技的乐趣”为愿景并致力于打造“新国货”的科技企业。成立以来，小米以其破坏性的创新策略、基于互联网思维的营销模式以及庞大的小米粉丝群体，形成了独特的商业模式，成为搅动智能手机行业、移动互联网行业、智能家居行业甚至是传统零售业的明星。 本文以小米旗下的生态链品牌“米家有品”为研究案例，试图分析米家有品的商业模式是什么、这样的商业模式具有怎样的竞争优势，进而得出米家有品的商业模式优化建议。文章首先对米家有品成长历程进行回顾，随后采用商业模式画布模型对米家有品进行商业模式分析，进而利用波特五力模型分析工具、SWOT分析工具以及基于资源基础理论的VRIO分析工具研究米家有品商业模式的竞争优势。文章最后通过对两家同米家有品具有竞争关系的企业进行分析比较，对米家有品的商业模式提出几点优化建议。 笔者希望通过对米家有品商业模式的研究，对万物互联时代高科技企业商业模式研究进行更深入的探索，为该领域未来发展提供参考，并为我国智能家居及精品电商发展提供一定的借鉴思路。
英文摘要：	With the rapid development of internet technology and information technology, the human world has entered into an era of internet. Many companies and enterprises are booming with vigorous development. Great attention has been paid to their unique model and amazing speed of development, with various researches on business models coming into existence as a result. Under the macro-circumstances of intense competition and lackluster economic growth, these researches probe into how the enterprises shall create more values and reconstruct their marketing operation system and business logic. Established in April 2010, Beijing Xiaomi Technology Co., Ltd. (here after referred to as Xiaomi) is a technological enterprise, with "Born for you, Born for MI" as its slogan, “Let Everyone Enjoy the Fun of High-tech” as its vision, seeking to create “New China-made Products”. Since the founding of the company, Xiaomi has developed its unique business model based on its subversive innovative strategies, marketing model with internet thinking, and large fan bases. In this way, Xiaomi has become a superstar in the fields of smartphone, mobile internet, smart home, and even traditional retail industries. Taking “Mijia Youpin”, an E-commerce platform for Xiaomi products, as a case study, the author of this thesis intends to analyze the business model and its competition advantages, hoping to provide some suggestions for optimizing its business model. In the first place, an introspective review of the development of “Mijia Youpin” is introduced, followed by an analysis of Xiaomi business model under Business Model Canvas. And then the thesis makes a study of the comparative advantages of “Mijia Youpin” business model under the Michael Porter's Five Forces Model, SWOT Model and Resource-based View VRIO Model. Lastly, some optimizing solutions are introduced on the basis of comparing two other competitive enterprises. Hopefully this thesis may provide some implications for further studies on business models in the era of Internet of Everything (IOE), which is of referential significance for the development of smart home and high-quality electronic business.
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