基于价值网理论的电信企业商业模式研究
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摘要
近几年,电信市场正在发生着巨大的变化,本文介绍了当前电信行业面临的机遇和挑战,引入了电信价值网的概念。商业模式再造作为企业战略转型的核心,是电信企业能否成功转型的关键。本文综合运用价值网理论、博弈论,产业经济学等对基于价值网的商业模式进行了比较系统和深入的研究,因此,本文的研究具有一定的理论和现实意义。
首先,论文介绍了价值网概念的起因和背景,说明了研究价值网的必要性和意义,并从价值网的本质、组成要素及结构、模型等方面概述了价值网理论的研究现状。
然后,提出了商业模式的定义和组成要素,构建了一个与价值网理论相结合的商业模式的基本分析框架。在此基础上,对商业模式的分类、商业模式评价、以及商业模式中交易平台的选择等方面进行了系统研究。在商业模式分类方面,总结了商业模式各种典型分类方法,提出了一种基于商业模式组成要素的多维分类法。
接着,阐述了电信运营商为了适应这种新的环境,将企业转型为综合信息提供商,必须理解自身在价值网络中的位置,积极构建以运营商为核心的电信价值网生态系统,重新评估他们的发展战略和商业模式。
本文的创新之处在于:①综合模块理论、企业间网络理论和关系资源配置理论描述了企业价值网络的形成机理、价值网结构及其模型。随后就传统电信价值链的解构,进而形成一个非常复杂、拥有多个入口和出口,包括众多产业的电信价值网络的现象进行了深入分析。②本文引入合作博弈论分析了价值网形成的动力机制。运用博弈理论,探讨价值网中主体联盟的博弈描述并构建了相应的动态博弈模型。以网中的关键主体——企业与竞争者之间的互动模式为例,分析了他们之间的动态博弈创造价值增量的机理。然后用Shapley值讨论了合作收益在主体间的分配问题。③本文从价值链创新的理论视角对企业商业模式创新的实现方式进行清晰、系统的解释。在商业模式评价方面,建立了一个由商业模式所处的环境、企业核心战略和价值网络治理,评估与试错等环节所组成的商业模式评价体系。本文还对电信运营商的3G商业模式创新的动力及演进机理进行深入的探讨,并建立了电信企业的整合/创新商业模式的模型。
最后,总结了全文具体的研究工作和主要结论,并指出了可以进一步研究的方向。
Massive changes are happening in the telecommunication market in several years. The paper studies the opportunities and challenges telecom industry are faced with, Then introduced the telecom telecommunication value network. Business recreation mode is the core point of the telecom enterprises transformation.Based on value network,game theory, industrial economics, the dissertation makes Systematic research on business model based on value network. the systematic research on value net and business models are very important both in theory and practice.
Firstly, the origin and the background of the conception of value network areintroduced and the necessity and the meaning of studying value network are explained. The current research on value network is summarized from definitions, components, representation tools, model of value network.
Then, the definition and components of business model are put forward to form aBasic framework that is associated with value net. Those provide a basis for the research on the taxonomy and evaluation of business model as well as the choiceof trading platform in business model. For, the taxonomy of business model, thedissertation summarizes various typical taxonomies and proposes a multidimensional classification approach that is based on the components of business model. Next, To survive in this new environment, every telecommunication company needs to understand its position in the value network, to re-evaluate its strategies and business models.
The main creative works in this paper are as following. (1) The value net model is described by modularity theory,network rent and relationship resource deployment . The driving mechanism for value net formation is analyzed by coordination games theory. The traditional telecommunication value chain has been disorganized, and gives birth to a more complicated value network that has many entries and exits, and many industries. (2) In game theory, this study analyzes the cooperative action happening on actors in value net and builds a model of dynamic game for actors on value net. Thinking of enterprise in collaboration with its competitors, this paper explains the mechanism of creating profit by cooperative ways between enterprise and its competitors and then discusses the distribution of profit between them in Shapley theory. (3) In this article, we has clearly and systematically explained the achievement ways of business model innovation by the theory of value network, and then classified the business models according to their formational modes. For the evaluation of business model, the dissertation builds an evaluation system that includes environment of business model, enterprise core strategy and value network governance, the evaluation of business model. we have deep analyzed the evolutional institution of 3G business model innovation in this article, furthermore, a mode for business models of Telecom Enterprise based on Integrate and Innovation has been built.
Finally, the detailed work and main results of the dissertation are summarized and some further study directions are presented.
首先,论文介绍了价值网概念的起因和背景,说明了研究价值网的必要性和意义,并从价值网的本质、组成要素及结构、模型等方面概述了价值网理论的研究现状。
然后,提出了商业模式的定义和组成要素,构建了一个与价值网理论相结合的商业模式的基本分析框架。在此基础上,对商业模式的分类、商业模式评价、以及商业模式中交易平台的选择等方面进行了系统研究。在商业模式分类方面,总结了商业模式各种典型分类方法,提出了一种基于商业模式组成要素的多维分类法。
接着,阐述了电信运营商为了适应这种新的环境,将企业转型为综合信息提供商,必须理解自身在价值网络中的位置,积极构建以运营商为核心的电信价值网生态系统,重新评估他们的发展战略和商业模式。
本文的创新之处在于:①综合模块理论、企业间网络理论和关系资源配置理论描述了企业价值网络的形成机理、价值网结构及其模型。随后就传统电信价值链的解构,进而形成一个非常复杂、拥有多个入口和出口,包括众多产业的电信价值网络的现象进行了深入分析。②本文引入合作博弈论分析了价值网形成的动力机制。运用博弈理论,探讨价值网中主体联盟的博弈描述并构建了相应的动态博弈模型。以网中的关键主体——企业与竞争者之间的互动模式为例,分析了他们之间的动态博弈创造价值增量的机理。然后用Shapley值讨论了合作收益在主体间的分配问题。③本文从价值链创新的理论视角对企业商业模式创新的实现方式进行清晰、系统的解释。在商业模式评价方面,建立了一个由商业模式所处的环境、企业核心战略和价值网络治理,评估与试错等环节所组成的商业模式评价体系。本文还对电信运营商的3G商业模式创新的动力及演进机理进行深入的探讨,并建立了电信企业的整合/创新商业模式的模型。
最后,总结了全文具体的研究工作和主要结论,并指出了可以进一步研究的方向。
Massive changes are happening in the telecommunication market in several years. The paper studies the opportunities and challenges telecom industry are faced with, Then introduced the telecom telecommunication value network. Business recreation mode is the core point of the telecom enterprises transformation.Based on value network,game theory, industrial economics, the dissertation makes Systematic research on business model based on value network. the systematic research on value net and business models are very important both in theory and practice.
Firstly, the origin and the background of the conception of value network areintroduced and the necessity and the meaning of studying value network are explained. The current research on value network is summarized from definitions, components, representation tools, model of value network.
Then, the definition and components of business model are put forward to form aBasic framework that is associated with value net. Those provide a basis for the research on the taxonomy and evaluation of business model as well as the choiceof trading platform in business model. For, the taxonomy of business model, thedissertation summarizes various typical taxonomies and proposes a multidimensional classification approach that is based on the components of business model. Next, To survive in this new environment, every telecommunication company needs to understand its position in the value network, to re-evaluate its strategies and business models.
The main creative works in this paper are as following. (1) The value net model is described by modularity theory,network rent and relationship resource deployment . The driving mechanism for value net formation is analyzed by coordination games theory. The traditional telecommunication value chain has been disorganized, and gives birth to a more complicated value network that has many entries and exits, and many industries. (2) In game theory, this study analyzes the cooperative action happening on actors in value net and builds a model of dynamic game for actors on value net. Thinking of enterprise in collaboration with its competitors, this paper explains the mechanism of creating profit by cooperative ways between enterprise and its competitors and then discusses the distribution of profit between them in Shapley theory. (3) In this article, we has clearly and systematically explained the achievement ways of business model innovation by the theory of value network, and then classified the business models according to their formational modes. For the evaluation of business model, the dissertation builds an evaluation system that includes environment of business model, enterprise core strategy and value network governance, the evaluation of business model. we have deep analyzed the evolutional institution of 3G business model innovation in this article, furthermore, a mode for business models of Telecom Enterprise based on Integrate and Innovation has been built.
Finally, the detailed work and main results of the dissertation are summarized and some further study directions are presented.
引文
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