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论文编号：	7122
作者编号：	1120090695
上传时间：	2014/12/17 11:15:26
中文题目：	多元化企业商业模式的价值交换和内部结构研究
英文题目：	A Study on Value Exchange and Internal Structure of Business Models in Diversified Enterprise
指导老师：	王迎军
中文关键字：	商业模式 多元化企业 开放平台 价值交换 组织结构
英文关键字：	business models, diversified enterprises, open platform, value exchange, organizational structure
中文摘要：	我们的企业正处于一个大变革的时代。上世纪90年代以来，计算机技术和信息技术的迅猛发展，为企业提供了比以往任何时期都更为丰富的创新途径与创新空间。在这场信息技术与网络经济的大潮中，企业商业模式越来越受到人们的重视，使商业模式这一名词逐渐由计算机领域的专业名词，成为企业管理理论的重要组成部分。通过试探性调查发现，企业管理的实践者们对商业模式的理解迥然不同，甚至有人根本不清楚什么叫商业模式，只是把它当作一种“管理的时尚”。文献回顾发现学者们对于商业模式的理解存在较大分歧。通过深入地文献梳理，本研究寻找到当前商业模式理论研究的薄弱点，从而将研究主题确立为通过对中国本土企业的深入观察分析，来探寻多元化企业商业模式中的价值交换和内部结构的问题。本研究在方法运用上，采取案例研究和扎根理论相结合的方法，以案例研究方法为主，扎根理论研究方法为辅。整个研究程序按照案例研究的思想和步骤来设计，将扎根理论作为数据收集和分析的工具嵌入案例研究中。根据研究问题及研究方法，本研究选择了腾讯公司作为研究对象。腾讯计算机系统有限公司是用户人数最多、业务范围最广的互联网企业，也是中国目前存在时间最长的互联网企业之一。从聚焦单一的即时通讯业务，到打造“一站式在线生活服务”，到如今的多平台开放，腾讯从成立至今的16年里采取了三种不同的战略，经历了两次大的商业模式的调整。腾讯公司是中国网络经济的标杆和楷模，选择腾讯公司作为多元化企业商业模式研究的研究对象，具有突出的典范意义。本研究通过对腾讯三个不同历史阶段的三种不同的商业模式分别进行译码分析，来探究本研究确立的研究主题及问题。通过探索性研究，本研究构建了基于系统理论的多元化企业商业模式概念模型，模型主要由目标企业的基本价值活动、价值网络和界面规则三大模块组成。该模型说明了多元化企业多种价值交换关系与内部结构之间的关系。本研究观察到Santos所提出的假设在现实企业中的存在形态，并发现企业内外活动之间的连接形成不同的价值交换关系，而价值交换关系的不同形成不同商业模式，从而寻找到通过改变价值交换关系的商业模式创新途径。本研究发现，在多元化企业商业模式中，业务单元之间的协同机制体现了企业内部结构有效性。协同机制的建立过程，往往伴随着结构调整和控制折中成本等一系列管理运作。如果运作失当会影响到商业模式的效率。具体来说，本研究有如下意义或创新。第一、发展出了高外部效度的商业模式概念模型。既有的商业模式理论存在不能刻画多元化或多事业部企业的生存形态等缺点。在前人研究的基础上，本研究发展出的商业模式概念模型能全面地描述企业生存形态，准确把握企业运转的关键环节，生动刻画企业的本质，并且将多元化或多事业部企业以及平台型企业也纳入商业模式研究视野，对商业模式理论的繁衍和发展作出了一点贡献。第二、有助于加深对商业模式本质的认识。基于连接的视阈，本研究验证了Santos所提出的假设，辨析了业务单元之间的协同机制和企业内部结构有效性的关系，阐释了商业模式中的价值交换关系和结构有效性，寻找到商业模式的创新途径。这是对商业模式研究新视角的深入，这种研究有助于更好地理解企业商业模式的本质。第三、促进商业模式理论的进一步收敛。虽然商业模式的理论正从发散走向收敛，但学者们的观点仍存在较大的分歧。本研究对当前几种主流的商业模式理论进行对比，并将商业模式理论和企业战略、竞争优势、价值链价值网、活动系统等这些相关管理理论进行比较。这种比较研究对于加速商业模式理论的收敛是有一定帮助的。第四、商业模式理论本土化尝试。几大主流商业模式理论都是基于欧美企业的研究而构建的，国内学者所构建的理论大都是在这些商业模式理论的基础上进行理论推演得出的。本研究通过对中国企业的深入观察来探究商业模式理论，这是根植于中国文化特色的管理学探究，是商业模式理论本土化的尝试。
英文摘要：	The enterprises are in a great revolution era. Commenced in the 1990s, the rapid development of computer technology and information technology offered richer ways and space of innovation than before for the enterprises. In this wave of information technology and cyber-economy, business models have received increasing attention. Thus, business models gradually shifting from a professional computer term towards one of important enterprise management theories. Through exploratory investigation, it is found that practitioners of business management held completely different interpretations toward business models, and moreover, some even know nothing about it except regarding it as a new fad in management. The literature reviews shows that scholars have divergent understandings for business models. Based on the in-depth analysis of related documents, the study finds the weaknesses of the present study on business models. Therefore, this study aims to explore the problems of value exchange and internal structure of business models in diversified enterprise. This study adopts a combination method of case study and grounded theory. The whole research procedure is designed by the ideas and steps of case study，and grounded theory is embedded as a tool for data collection and analysis. Using grounded theory as a tool for data collection and coding tools ( its basic task is to classify and decoding connection) can effectively enhance the case study construct validity, internal validity and reliability. To enhance external validity, this study uses a single case with multiple levels. This study takes Tencent company as the research object. Tencent, a Computer System Co., Ltd, is an internet enterprise with the largest number of users and the widest business scope. In addition, it is one of the longest existing Internet companies in China. So far, it has taken three different strategies in the past 16 years and undergone two major business models adjustments. The first strategy was to focus on one single instant messaging, and the second strategy was to build "one-stop online life service". The third strategy was to open a multi-platform service. Because Tencent is a benchmark and model of China's internet company, taking Tecent as the study object of diversified enterprise business model study has its outstanding exemplary significance. The study is based on the coding analysis of three different business models at three different historical stages respectively. Through explorative research, the study constructs a concept model for business models in diversification enterprises based on system theory, which primarily consists of three modules. The concept model is made up of three parts: the basic value activities of the target company, the value network and interface regulations. This model demonstrates the relationship between various value exchange relations and internal structure in diversified enterprises. The study observes the real existing forms of Santos’ assumption, and finds that the connection between the inside and outside activities forms different value exchange relations, which leads to different business models. This is a new way to innovate business models through changing value exchange relations. The study also finds that synergy mechanism among business units indicates the effectiveness of internal structure in a diversified business model. The process of synergy mechanism is often accompanied by a series of management control operations including restructuring and cost trade-offs. In sum, this study puts forward several innovations as follows. Firstly, the study develops a conceptual model of business models with high external validity. The shortcomings of the existing business model include being unable to depict the existing pattern for diversified or multi-division enterprises. On the basis of previous studies, this study develops a conceptual model for business models which can fully elaborate existing patterns of the enterprises, accurately grasp the key aspects of business operation, vividly portray the nature of the enterprise, and incorporate diversified businesses or multi-business division, and platform-like enterprise into the field of business models research, which is a modest contribution to the prosperity and development of the business models concept. Secondly, it is helpful to deepen the understanding of the nature of business models. Based on the connection perspective, the study verified the hypothesis proposed by Santos, analyzed the relationship between the synergy mechanism among the business units and the effectiveness of internal structure of enterprises, explained the relations of value exchange and effectiveness of structure in business models and structure validity for business models, and found innovative ways of business models. This is the extension of new perspective on business model research, which contributes to a better understanding of the nature of the enterprise business models. Thirdly, the study promotes further convergence of business model theory. While the business model theory is moving from divergence to convergence, scholars still have divergent viewpoints. This study compares the current mainstream theories of business models, and compares it with the related management theories such as the business model theory and strategy, competitive advantage, value chain, value network, activities system, etc.. This comparative study of business models does good to accelerating its convergence. Lastly, the study tries to localize the theory of business models. Several major business model theories are constructed based on the studies of European and American enterprises, and all the theories built by domestic scholars are deduced on the basis of these business model theories. This study explores the business model theories through an in-depth observation of Chinese enterprises, which is a management exploration rooted in the culture with Chinese characteristics and an attempt to the localization of business model theory.
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