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论文编号：	712
作者编号：	2120061954
上传时间：	2008/6/20 16:08:58
中文题目：	手机二维码服务定价及商业模式分
英文题目：	Management of New Product Deve
指导老师：	侯文华
中文关键字：	二维码 定价 商业模式 网<
英文关键字：	Two Dimension Bar Code P
中文摘要：	二维码因其具有信息存储量大、保密性高、成本低等特点，在工商业、交通运输、金融、医疗等领域逐渐应用推广。当前对二维码的研究主要集中于二维码技术及应用，但在二维码服务定价和商业模式分析方面的研究却很少。无论从理论上还是从实践上来看，都有必要对此进行深入研究。 首先，在研究定价的过程中，本文创新性地考虑了二维码服务的优质性和具有网络外部性的特点。前人对二维码服务的研究中，没有关于二维码服务定价方面的研究。传统的物流与供应链的研究也不符合二维码服务的特点。本文以二维码服务按业务量收费为前提，以二维码服务满足的需求只是现实中所有需求的一部分为基础，从二维码满足的需求与手机用户数量密切相关的角度，定义企业效用相关参数，结合运营商的利润函数求解最优定价。从定性角度对网络效应的形成及其影响因素进行分析，在定量分析网络效应对各函数影响的基础上，对网络效应与企业战略关系的问题进行深入分析。 其次，前人对商业模式的研究只局限在商业模式对产业链的运营管理的影响上。本文从企业战略的角度分析商业模式。对商业模式的研究方法有两方面创新。第一，将商业模式的影响与各参数联系起来。第二，应用定价模型，将商业模式对参数的影响转化为商业模式对定价、利润等函数的影响。在建立商业模式与利润的联系后，对商业模式选择问题进行深入分析，辅助企业战略的制定。 通过对以上两个问题的研究，得到以下主要结论：第一，随着网络效应的增强，运营商的利润上升，定价下降，市场增大。第二，两家运营商竞争情形下，随着网络效应的增强，大运营商的市场增加，而小运营商的市场减小，两家运营商的定价和利润都上升。第三，单运营商情形下，开放模式的利润较高，市场较大，但价格较低。第四，两家运营商竞争情形下，两家运营商都采用开放模式时比都采用封闭模式时利润和定价都较高。 本文的研究有较大的理论意义和实用性，填补了二维码服务定价和商业模式分析的研究空白，能很好地指导二维码服务运营商在垄断情形和竞争情形下进行商业模式分析和服务定价。
英文摘要：	Because of high capacity, excellent security, and low cost of 2-D bar code, it has been applied in many industries, such as commerce, transportation, finance, medical treatment. Currently, most of the literature about 2-D bar code focus on the technology and its applications, but less cares about the 2-D bar code service pricing and its business model. But it is necessary to study them from the perspectives of theory and practice. First，for the lack of research on the 2-D bar code pricing problems in other scholars’ thesis, and the differences between the traditional supply chain and the 2-D bar code industry chain, we analysis the high quality character and the network externality of the 2-D service. We use the pricing on the quantity of the operation as the precondition, base on the assumption that the demand of the 2-D service is only part of the total demand, started from the point of view that demand has close relationship with the number of the cell phone users, and define the avail of the enterprises, together with the profit function of the mobile communication corporation, solving the optimal pricing problem. From the view of the quality research, we analysis the shape of the network externality, and its infection factors. Based on the infection of the network externality on all the functions, we analysis the relationship between the network externality and the strategy of the mobile corporation. Second, the former research focus on the infection of the business model on the management and operation of the mobile enterprises. We start with the point of view of the strategy of the enterprises. We have two innovations on the methods of the research on the business model. Firstly, we build the relationship between the business model and several parameters. Secondly, we use the pricing model, turn the relationship between the business model and the parameters into the relationship between the business model and the functions. After that, we can study the business model deeply, which is helpful to the making of the enterprises’ strategy. This thesis gets four useful conclusions. First, as the increase of network externality, corporation’s profit increases, but the price and market share both decline. Second, larger corporation’s market share increases, smaller corporation’s market share declines, and both of their profits increase as the increase of network externality. Third, corporation gets larger profit, larger market, but lower pricing of 2-D bar code service in open business model if there is only one corporation in the market. Fourth, if there are two corporations, they will get larger profit, and set larger price when both of they use open business model. We focus on the pricing of 2-D bar code and choice of its business model. These are the main contributions of our thesis. Most important of all, some useful managerial insights are got to conduct the corporations to make decisions in 2-D bar code industry.
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