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论文编号：	6793
作者编号：	2120122989
上传时间：	2014/12/6 12:33:05
中文题目：	海尔国际商社双边平台式商业模式研究
英文题目：	Research on Bilateral Platform Business Model of Haier Global Business
指导老师：	任星耀
中文关键字：	商业模式，双边平台，海尔国际商社
英文关键字：	business model, bilateral platform, Haier Global Business Organization
中文摘要：	随着经济的发展和人民生活水平的提高，小家电产品由于其能够提升生活质量的特性，在每个家庭的普及成为不可避免的趋势。而中国作为全球制造业大国，家电行业在全球表现出极强的竞争力,在小家电行业更是如此。根据中国海关出口数据和有关调研机构数据综合分析，中国出口的小家电占全球小家电市场采购量的80%左右。海尔集团从1984年创业以来，经过20年的高速发展，市场份额一直位居前列，但不可忽视的是其传统的家电业务拓展遇到了瓶颈，从2005年开始增速放缓。如何适应时代的变革，找到新的商业模式和业务突破点，成为海尔管理者所需要面对的课题。为此，海尔提出了“从制造业向服务业转型”的战略，而新成立的海尔国际商社有限公司承担着海外市场向服务业转型的重任。本文首先对商业模式和平台商业模式的理论进行了回顾，对商业模式的三个纬度和九个要素，平台化商业模式的特点等理论进行了简要的论述。其次对小家电市场的环境进行了分析，从市场现状、供应商和客户的业务诉求和痛点进行了分析，找出了海尔国际商社建立双边平台式商业模式的依据。在归纳总结理论研究和小家电市场现状的基础上，综合分析海尔国际商社建立双边平台商业模式的成功策略，主要研究了海尔国际商社在双边平台式商业模式提出背景、实践经验、实施保障等三个方面的内容。通过对海尔国际商社在双边平台式商业模式的分析，总结了其能够成功实施的原因，希望能对行业相关人员有所借鉴。
英文摘要：	With the rapid economic development and improvement of people’s living quality, more and more families are using more small domestic appliances because small domestic appliances can improve the living quality of people.As the biggest manufacture base of the world for home appliances, China shows its great competitiveness in home appliances industry, and does even better in small appliances industry. The analysis results of export data from China Customs and some survey organizations show that the total volume of small domestic appliance exported from China reached 80% market share of total world’s capacity. Haier group was founded in 1984,with the rapid growth for 20 years,it met bottleneck in home appliance market,and from 2005 the growth rate of Haier group has been going down to around 10%.The top management of Haier Group needs to find a new business model and build new business to face the change of the market.Therefore,Haier put forward new strategy to transform its business from manufacturing to service. Then it founded a new company named Haier Global Business Origination Corp., Ltd to implement this strategy in overseas market. At the beginning of this thesis, the author reviews the theory of business model and platform business model including three dimensions and nine key elements of business model and the characteristic of platform business model.Secondly, this article gives a brief analysis of small domestic appliances market environment. It is analyzed from present situation of market to the request of customers and suppliers. Then the author gives the reason why Haier Global Business Organization founded a bilateral platform business model in small domestic appliances industry. Based on the bilateral platform business model research and small domestic appliances market, it makes a comprehensive analysis of the Haier Global Business Organization’s successful strategy in small domestic appliances market. The analysis focuses on three aspects,that is, background, practical experience, and implementing guarantee. Through analyzing the implement of bilateral platform business model of Haier Global Business Organization, the author summarizes the successful reason of this business model. It would be useful for China relevant enterprises.
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