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论文编号：	7398
作者编号：	2120132395
上传时间：	2015/6/9 13:11:22
中文题目：	企业建立双边市场必要条件的跨案例研究
英文题目：	The Trans-case Research on the Necessary Conditions for a Company to Establish Two-sided Market
指导老师：	柳茂平
中文关键字：	双边市场；必要条件；价值网络；跨案例分析
英文关键字：	Two-sided market; Necessary conditions; Value network; Trans-Case analysis
中文摘要：	在互联网技术迅速发展的经济背景下，现实产业经济中出现了商业模式的深刻变革，双边市场模式即为互联网改造下的产物。双边市场模式被广泛应用于各个产业领域，改变大众消费习惯，为大众创造新需求，通过构建完整的价值网络以更具效率的方式组织生产经营，产生出巨大的社会价值。本文基于双边市场模式的理论框架，选取建立双边市场的必要条件这一问题提出个人假设，以期通过理论分析增强该理论的现实指导意义，减少企业创新变革中的盲目性。 本文从对现实问题的思考出发，首先对有关双边市场的国内外理论进行梳理总结，内容包括定义、特征以及分类等方面。通过对现有理论体系进行梳理，将双边市场的结构特征作为本文的第一个假设必要条件，是Yin提出的从现有理论提炼个人观点的研究方法的应用；同时通过从大量事实现象和客观数据的研究出发，创新性的归纳出个人观点并上升到理论，提出了假设二和假设三，是扎根理论运用的体现。本文采用跨行业、多案例分析的研究方法，所选案例均为不同产业形态中的典型双边市场模式，包括美团外卖、工商银行信用卡及家用汽车行业，同时选取汽车后市场作为反面案例，从正反两方面提高论证分析的说服力。在最后章节中通过对比现有理论文献与自身所提观点，发现不足。 通过跨案例分析，针对建立双边市场的必要条件这一选题本文结论如下：1、外部存在潜在的网络效应2、与相关产业合作时能发展出利益共享机制3、企业能收展纵向价值链上的业务规模，对业务进行有效剥离，让能产生更多价值的企业从事被剥离业务。中国产业处于转型升级的关键时刻，此文的研究目的是试图通过对双边市场建立的必要条件进性研究论证，减少企业变革时创新的盲目性，让产业变革成为推动经济发展的不竭动力。同时本文的研究内容对双边市场理论体系建设作出了一定贡献，具有较强的理论前沿性和研究价值。
英文摘要：	In the economic background of the rapid development of Internet technology, there has been a profound change in business model of the reality of industrial economy. Two-sided market as an innovative model is the product of the transformation of the internet. Two-sided market model is widely used in various industrial fields. It has changed the consumption habits of the mass people and even created new demand for the public. Through the building of the value network two-sided market helps organizations carry out the producing and management in a more efficient way. Besides this new business model also creates great social value. On the basis of the whole theoretical frame, I have proposed my own hypothesis about the necessary conditions of establishing two-sided market. With the hope that it can help enterprises reduce their blindness. Starting from the study on practical problems, first this thesis summarized the main theories of the two-sided market came up by the theorists at home and abroad. Those theories mainly include the new business model’s definition , characteristics and classification etc. On the basis of the theoretical system analysis, this thesis puts forward hypothesis one about the topic of the necessary conditions for establishing two-sided market. It is the application of Yin’s research methods that proposing viewpoint from the exsisting theory. On the other side, this thesis puts forword hypothesis two and three based on the economic phenomenon and objective data and then creatively constructed its own theory. This is the application of grounded theory. In this thesis, it uses the research method of cross-industry-case analysis. All the selected cases are typical two-sided market model of coming from different industries which can improve the persuasive of the analysis, including Mei Tuan Takeout, ICBC Credit Card , Private Car and After Car Market. In the last chapter, by comparing the existing theoretical literature with my own opinion, this thesis will find its insufficiency and try to compensate during the further study. This thesis has come to the following conclusion: first, there exsists outside network value; second, share interests with others; third, deliver value to other participants. Chinese industry was right at a critical moment of transformation and upgrading. The research purpose of this thesis is trying to reduces the enterprises’ blindness to implement the strategy of changing business models through the study of necessary conditions for establishing the two-sided market. Thus making the industrial transformation become an inexhaustible motive force to promote the economic development. This thesis has made a contribution to the contruction of the theoretical system of two-sided market. So to some degree, it has strong reseach value and its reseach subject reflects the frontier part arounding two-sided market theory.
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