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论文编号：	5784
作者编号：	2120112837
上传时间：	2013/12/4 16:19:03
中文题目：	基于信息技术的新媒体商业模式创新研究 -以Z公司为例
英文题目：	Research on New Media Business model Innovation based on Information Technology -With Z’s case
指导老师：	赵海山
中文关键字：	商业模式,创新,信息技术,价值链,文化传媒产业
英文关键字：	Business Model,Innovation,Information Technology,Value chain,Culture and media Industry
中文摘要：	自上世纪40年代世界上第一台计算机问世以来，信息技术和信息化的风潮风靡了全球。特别是互联网诞生之后，信息技术无时无刻不在改变着每一个人的生活，也在影响着全球企业的发展方式和轨迹。自信息技术介入企业管理以后，伴随以自动化办公（OA）、企业资源计划（ERP）等形式不断在全球企业的部署和应用，企业的项目和运营管理效率得以不断提升，风险得到一定控制。与此同时，信息技术不仅仅成为提高效率、降低成本的工具，更是成为许多企业发展战略和盈利模式的重要影响因素。政策方面，国家和地方政府都在不断强调信息化在城市发展中的重要地位。这为作为城市基础设施的建设者和城市资源的运营者 – 城投类企业提出了更高的要求。 本文以城投类企业Z公司为案例。案例企业受大环境的影响和企业自身发展的压力，通过对当前信息技术、移动互联网和电子商业的调研与分析，提出了从一个以实体广告牌和冠名业务为主业的传统广告传媒业企业，向以移动互联终端和电子商业为主营业务的新媒体产业企业转型的发展目标。文章通过对商业模式基本概念、商业模式创新方式、新媒体、信息化理论和电子商务理论的研究，结合案例公司的实际情况与标杆公司的分析，提出了以“移动互联网客户”为目标用户群体，以 “移动互联网应用程序”为方式，通过对产业链上下游企业和C集团旗下兄弟企业资源的整合，辅以加强资本动作、改善人员结构、建设学习型组织、塑造品牌价值等手段，实现加强造血机能、促进企业转型和健康、持续发展等一系列目标的方案。 文章认为，商业模式的创新必须以对环境的深刻洞察和预测为起点。创新行为必须找准关键点，同时明确基本思路，即：（一）明确价值主张，开拓新用户，找准用户群体，明确群体特点，使得后续工作具有针对性。企业竞争的优势，根本上来源于对用户需求的正确解读和预测，这是最具有价值的环节。（二）开拓新的营销渠道，明确企业新的收益方式，找准企业在产业链中的定位，实现企业核心竞争力的创新。（三）加强与产业链其它合作伙伴的互动。较之企业利润最大化，更为关键的是实现整条产业链的合理经营，生态发展。这是使得整条产业链中企业得以持续生存和发展的关键。任何企业只关注自身利益，其“单盈”局面必将导致企业“短视”，影响其长期的生存和发展。而产业链间共盈的方式是企业商业模式创新的重要节点。除此之外，企业在实施商业模式创新的同时，必须兼顾社会责任。信息技术在商业模式变革中起了重要和根本的作用。企业的商业模式创新是一个系统工程，也是一个循环改进的过程。 本文为企业的发展提供了新的思路，旨在助力企业实现转型，跻身新形势下文化传媒产业发展的前列。
英文摘要：	Since 40's of last century, the world's first computer born, information technology and informationization wave swept the world. Especially the Internet, information technology is changing every hour and moment is not in the life of every individual, also influence development mode and path of global enterprise. Since the information technology in enterprise management, accompanied by the office automation (OA), enterprise resource planning (ERP) and other forms of continuous in the global enterprise deployment and application, corporate projects and management efficiency can be increased, a certain risk control. At the same time, information technology not only improve the efficiency, reduce the cost of a tool, it is become an important factor affecting many enterprise development strategy and profit model. Policy, state and local government have been emphasizing the importance of information technology in the development of the city. This put forward higher requirements for city infrastructure builders and operators of city resources - the city investment company. In this paper, the city investment enterprise Z company as a case. The case enterprise influenced by environment and enterprise development pressure, through the investigation and Analysis on the current information technology, mobile Internet and electronic business, put forward from an entity to billboards and naming service industry, the traditional advertising media enterprises, development goals in transition to new media industry enterprises to mobile internet terminal and the main business of electronic business. According to the research on the basic concept, business model, business model innovation, new media, information theory and e-commerce theory, combined with the actual situation and benchmarking analysis case of the company, put forward a "mobile Internet customer" as the target user group, the "mobile Internet application" as a way, through the integration of brothers enterprise resource industry chain upstream and downstream enterprises and C group under the means, supplemented by strengthening capital movements, improve personnel structure, the construction of learning type organization, build brand value, realize enhanced hematopoietic function, promoting enterprise transformation and the development of healthy, sustained and a series of objectives of the scheme. The article thinks, business model innovation must be based on the environment of the insight and prediction as a starting point. Innovation behavior must find the key point, at the same time, clear thinking, namely: (a) clear value proposition, open up new users, pinpoint the user group, the group characteristics, so that the subsequent work is targeted. The competitive advantages of the enterprises, basically comes from the correct understanding and prediction of user's demand, this is the most valuable part. (b) open up new marketing channels, clear enterprise new profit mode, positioning enterprises in the industrial chain, innovation to achieve the core competitiveness of enterprises. (c) strengthen the interaction with other partners in the industry chain. Compared with the maximum profit, more critical is to achieve rational management of the whole industry chain, ecological development. This is the whole industry chain enterprises to survive and develop key. Any enterprise only pay attention to their own interests, its "surplus" situation will lead to business "short-sighted", affecting the long-term survival and development. And the industry chain profit - sharing is an important node of enterprise business model innovation. In addition, in the implementation of enterprise business model innovation at the same time, we must take into account social responsibility. Information technology has played an important and fundamental role in the business model transformation. Business model innovation is a systems engineering, is also a process cycle improvement. This paper provides a new idea for the development of enterprises, to help enterprises to realize the transformation of the culture, media industry development under the new situation in the forefront among.
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