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论文编号：	9041
作者编号：	2220120522
上传时间：	2017/5/31 14:30:50
中文题目：	M公司宫匠平台商业模式选择及相关竞争战略研究
英文题目：	Research on business model selection and competition strategy of M company''''s Artop platform
指导老师：	薛有志
中文关键字：	创业;手工艺;商业模式;电子商务;宫匠
英文关键字：	Entrepreneurship; Handcraft; e-Commerce; Business model; Artop
中文摘要：	“创业”一词可以简单的理解为将看见的商机转换为现实利益的过程。它可能是由普通的个人发起，也有可能是由企业或财团在扩充现有的经营范围，或构建新的产业布局。有人说，商业模式就是企业的DNA，无论是处于何种状态下的企业（尤其是创业企业），商业模式的设计显得极为重要，因为它不仅事关创业成败，还将决定所创事业的利润水平、生命周期、发展空间，以及危机的应对能力等等。随着社会生产力的提升，企业之间的竞争格局也将发生改变，竞争的核心已经不再是产品或服务，而是商业模式。 本文作者曾长期致力于文化、艺术领域的创业实践及案例研究，通过对市场上各类服务于手工艺的网络平台进行对比研究、结合专业理论与自身创业N网的经验与教训，创造性的将手工艺行业的创新设计、生产、传播、交易等一系列过程整合在一个平台之上，它就是宫匠平台（以下将简称为“宫匠”）。本文将简要回顾与商业模式及竞争战略相关的理论基础，参考管理学及著名经济学家及企业家的经典理论学说，深入剖析手工艺行业的特点，注重如何发挥电子商务的传统优势同时弥补现有平台的同质化缺陷，并且以有针对性的、前瞻性的战略指导商业模式的落地实施，从而确保宫匠模式在理论与现实层面都具有其优越性与可实施性。 商业模式的核心在于创新，宫匠模式将创新点主要体现在： 1、解决传统手工艺在作品的设计与创新上的不足； 2、结合艺人及艺术品的内在可传播性开展市场运营； 3、解决现有的电商平台、艺术网站及垂直社区对手工艺的不适应性问题； 除此之外，本文还希望通过对宫匠的阐述与论证来拓宽对商业模式的理论定义，从而为更多的创业者提供理论参考。
英文摘要：	“Entrepreneurship” can be simply comprehended as the procedure by converting the future business opportunity into real profit. It could be launched by an individual or launched by an enterprise (or group) when they are expanding their business range or structuring a new business field. It is said that business model is the DNA of an enterprise. No matter what the circumstance is, the most important thing is the design of business model, which not only decides your Entrepreneurship to be a success or a failure but also the profit gained, business running period, developing potential and crisis handling ability. Since social productivity improves, the competition frame between enterprises also changes, as a result, the key competition is a product or service but the business model. The author has been working long time period in implementing Entrepreneurship of culture and art, as well as the case research. By comparison and research on various network platforms which serve handcrafts, combining professional theory and lessons learned from Ubest in Entrepreneurship, the handcraft’s innovation, production, communication and transaction are creatively integrated into a platform called Artop Platform(hereinafter as “Artop”). This article will retrospect the theory fundament related to business model and competition strategy, refer to management and famous economist and entrepreneurs’ classic theory, deeply analyze features of handcraft, emphasize on how to perform advantages of e-commerce as well as making up Homogenized shortages, conduct implementing of business models’ under a pertinent and prospective strategy, and make sure Artop model to be advantageous and feasible in both theory and reality. The key of business model is the innovation, Artop model mainly inflects in: 1、How to solve traditional handcrafts’ shortages of product design and innovation? 2、How to execute marketing by combining artist and artwork’s intrinsic communications? 3、How to solve the inadaptability of current e-commerce platforms, artistic websites and vertical SNS to the handcraft. In addition, the article aims to widen a theoretical definition through the demonstration of Artop, and provide sufficient references to who are involved in Entrepreneurship.
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