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论文编号：	11112
作者编号：	2320170484
上传时间：	2019/12/6 23:46:37
中文题目：	大数据环境下长安汽车公司商业模式创新研究
英文题目：	Research on Chang''an Automobile Business Model Innovation Based on Big Data
指导老师：	卿志琼
中文关键字：	长安汽车；商业模式；大数据；智能化；生态链
英文关键字：	Changan Automobile; Business model; Big data; Intellectualization; Ecological chain
中文摘要：	中国汽车市场随着过去30年来的蓬勃增长后在2018年首次遭遇市场寒冬，直到今天也尚未走出困境，传统商业模式已不能满足当前的市场环境。并且随着互联网普及以及消费群体年轻化趋势等因素，消费习惯也随之改变。目前大数据技术成熟发展，其商业价值也在其他领域已得到验证。但大数据在车企的应用尚处于探索阶段，车辆每天的行驶产生的海量的数据从未得到合理的开发与利用，本文意在讨论如何通过挖掘大数据在汽车领域的价值，更加高效、科学的发挥大数据的巨大力量，为汽车行业带来新的利润增长点。基于此，本文讨论将大数据作为一项基本工具，随着汽车硬件水平提升的同时，通过软件的迭代，不仅从汽车安全、智能化等方面得到提升，也为企业获得更加精准、及时的外部市场信息，为企业领导层的决策提供更加准确的输入，打通企业各业务系统的数据壁障，提升企业运营效率。 论文按照提出问题、分析问题和解决问题的思路，运用理论分析、文献研究和案例分析等方法研究长安汽车商业模式创新。论文首先梳理了大数据理论、商业模式和企业创新等国内外相关文献，以此为基础，阐述了汽车市场增长困境、行业竞争加剧的现状；然后，通过商业模式画布工具分析了长安汽车现有企业价值链构成、商业模式现状及瓶颈；论文的重点是针对长安汽车商业模式存在的问题，采用大数据为基础工具，结合通讯技术等跨领域新技术的发展为依据，提出了商业模式创新的对策。论文最后阐述了长安汽车适应大数据新环境创新商业模式的实施保障。论文认为，大数据作为一项重要资源将打破行业以往的竞争格局，重塑企业产业链，形成汽车企业新的核心竞争力。长安汽车公司运用大数据进行商业价值挖掘的重点是重构价值链，通过构建基于大数据的商业模式创新来实现企业未来增长。 论文把大数据和商业模式相关理论与研究应用于长安汽车公司的商业模式中，具有一定的应用创新价值。论文研究对长安汽车公司基于大数据商业模式创新具有一定的指导和借鉴作用。同时，论文有关大数据环境下商业模式创新研究对其它车企商业模式的创新具有一定的适用性。
英文摘要：	With the rapid growth of the past 30 years, China's automobile market first encountered the cold winter since 2018. Up to now, it has not been out of the dilemma. The traditional business model can no longer meet the current market environment. And with the popularity of the Internet and the trend of younger consumers and other factors, consumer habits also are changing. At present, technology of big data is more and more mature, even its commercial value has been verified in other fields. However, the application of big data in automobile enterprises is still in early stage, and the massive data generated by the daily driving of vehicles has never been reasonably developed and utilized. This thesis aims to discuss how to dig the value of big data from automobile field, to use the big data by more efficiently and scientifically, and bring new profit growth points for the automobile industry. Based on this, this thesis discusses big data as a basic tool, with the improvement of automobile hardware development, through software iteration, not only to make automobile with more safety and intelligence, but also for the enterprise to obtain more accurate and timely marketing information to provide more accurate input for the decision-making of the enterprise leadership, and get through the data barrier of all business systems of the enterprise to improve the operational efficiency of the enterprise. By rising issues, analyzing and solving problems, this thesis studies the innovation of Chang'an automobile business model by theoretical analysis, literature research and case analysis. Firstly, it describes the related literature from international to domestic, such as big data theory, business model and enterprise innovation. Elaborated current situation of automobile market growth dilemma and intensified industry competition; taking business model canvas as the tool, it analyzed existing enterprise value chain composition, business model status and bottleneck of Chang'an Automobile; it focus on the existing business model of Chang'an automobile On the basis of the development of cross field new technologies such as communication technology, it puts forward the countermeasures of business model innovation. At the end of the thesis, the implementation guarantee of Changan Automobile to adapt to the new environment of big data and innovate business model was described. The thesis states that big data as an important resource will break the previous competition pattern of the industry, rebuild the industrial chain of enterprises, and also to constructe the new core competitiveness of automobile enterprises. The key point of Changan Automobile Company's business value to be dig by big data and reconstruct the value chain and realize the future growth of the enterprise by building the business model innovation based on big data. This thesis applies the theory and research of big data and business model to the Chang'an Automobile Company, which has a certain value of application innovation. The research on the innovation of business model in the big data environment of representative real cases of automobile enterprises is applicable to the innovation of business model of automobile enterprises. The thesis states, by using hardware + software + big data as the basis to transform the value of data, tap the potential business value, and open up the value system of end users, these views have certain guidance and reference for Chang'an Automobile Company and related enterprises.
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