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论文编号：	3339
作者编号：	2120092286
上传时间：	2011/6/8 12:42:54
中文题目：	基于价值网的C2C平台商业模式创新研究
英文题目：	Research on innovation of C2C business model based on value net
指导老师：	石鉴 副教授
中文关键字：	C2C平台 商业模式 价值网 双边市场 系统动力学
英文关键字：	C2C platform; Business model; Value net; Two-sided market; System dynamics
中文摘要：	随着2000年互联网冬季的过去，互联网行业又迎来了一次高速的发展。以Facebook，Twitter为代表的新的商业模式在没有技术创新的条件下创造了令人咂舌的成绩，一举打败了众多传统的互联网大鳄。实践界和学术界对此都进行了探讨，绝大多数人都认为这是商业模式创新所致。因此，对互联网商业模式创新的研究自然成为了理论界和实践界研究的热点。关于互联网行业商业模式创新的研究大体可以分为两类，早期的学者主要是致力于通过对现有的模式进行分类来发现商业模式创新的途径或者规律。目前则更多的聚焦于某一类的商业模式，以期发现这一类商业模式创新规律。近年来我国网络购物市场飞速发展，尤其消费者对消费者( Consumer to Consumer，简称C2C )交易的发展不但影响了我们传统消费习惯，而且为社会提供了大量的就业机会，纵观其发展历程，发现其商业模式已经发生了很大的变化，并且传统的C2C模式几乎已经不存在。因此，本文试图通过对C2C平台的商业模式创新规律进行研究，以求能够为这种商业模式找到一条可持续发展的道路。 本文在第二章回顾了相关理论并进行文献综述，第三章是本文的核心，首先对C2C平台的发展状况进行分析，主要通过纵向的数据比较以及不同平台价值活动的比较进行研究。然后，则是在大卫波维特的价值网模型基础上提出基于价值网的C2C平台商业模式创新分析框架，并利用框架对C2C平台的商业模式进行系统分析，找出商业模式创新的规律，最后，利用系统动力学方法针对C2C平台商业模式创新的规律进行建模。第四章则是利用Vensim工具对前一章所建模型进行仿真，并对仿真结果进行分析。最后一章则是对本文做一个总结以及探讨一下研究局限和未来的研究方向。 本文的创新之处在于：率先引入大卫.波维特的价值网理论到C2C商业模式研究中，并在此基础上，利用系统动力学的方法进行较为深度和一般性的仿真研究，力求改变电子商务商业模式研究大多局限于案例研究的状况，从理论引入和研究方法上对后续研究者能够有一定的借鉴，另外所得出的结论能够对企业进行实践提供一定的参照。
英文摘要：	The Internet industry booms again as the end of the dotcom bubble burst. The new business models represented by Facebook , Twitter and so on, in the absence of technological innovation created surprising achievement, even over many traditional Internet tycoons. The practice and academia have discussed this issue, most people think the reason is business model innovation. Therefore, the study of the business model for the Internet industry is becoming naturally a hot topic in the field of theory and practice. Research of business model innovation in the field of web can be divided into two categories: scholars is mainly committed to the classification of existing models to find regular pattern of business model innovation in the early time; currently more focused on a particular field in order to find the law of this kind business model innovation. In recent years, the rapid development of Chinese online shopping market, particularly in C2C (Consumer to Consumer) aspects, not only is affecting the development of our traditional consumer habits and creating a large number of employment opportunities. Review the history of C2C, we can found that the business model has undergone great changes, and the traditional C2C model has no longer existed. Therefore, this article tries to analyze the business model of C2C platform to find innovation law for helping it attain a sustainable development. This thesis reviews the theories and the literatures in chapter II, The third chapter is the core of the thesis and it firstly analyzes the development of C2C platform with data and comparison of the value-created activities in different platforms. Then article proposes a value network based analysis framework on C2C business model innovation on the basis of the value network model of David Bouvet to analyze business models of C2C to find its innovation law. In the end, author use system dynamics to build a model of business model innovation model of C2C platform to prove the right of the law. In the chapter four, article uses Vensim as a tool to simulate the model build in the previous chapter, and analyze the simulation results. The final chapter is a summary of this article and the limitations and future research directions. The innovation of this thesis is: The first to introduce value network theory of David.Bouvet into the study of business model of C2C, and on this basis, system dynamics simulation is a more deep and general research method, the thesis adopt it for the purpose of changing the present situation that most of literatures on E-commerce business Model is case studies .And therefore, the thesis will be helpful in research methods and the theory introduction for follow-up researchers, the conclusions of thesis can provide some reference for enterprises.
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