中小型B2B网站商业模式研究
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摘要
当前,通过网络进行的商务活动已被人们广泛接受,越来越多的人开始将网上交易作为商务活动的一种重要方式。而电子商务按商业模式不同分成了好几种类型。本文就线上B2B网站的商业模式进行分析。对于线上B2B企业面临着技术、社会、文化、法律、经济等方面的很多问题和障碍进行探讨。
随着外部环境的变化,尤其是全球金融危机的大背景下,商业模式的成熟和完善对于线上B2B企业的健康发展来说非常重要。本文基于价值链分析就电子商业模式发展中存在的问题进行剖析,并提供一些建设性的解决思路,为线上B2B企业商业模式发展提供理论依据。
本文共分为六部分,第一部分是导论,首先提出了本文研究的背景,界定了几个基本的概念,并给出本文的研究思路和研究方法:第二部分综述了相关理论研。第三部分结合我国线上B2B模式发展,对于中小型B2B网站的商业模式进行了描述和分析:第四部分采用宏观环境分析法构建了线上B2B电子商务的盈利模式并进行了分析并进行了价值链分析,并提出新型商业模式的理论模型;第五部分结合两个具体网站企业的商业模式,验证新型电子商务企业商业模式的可行性;第六部分是结论和建议,并指出了研究存在的局限性及有待未来进一步解决的问题。
At present, through the network of business activity has been widely accepted, more and more people will start trading on-line business as an important way. E-commerce and profit model is divided into several different types. This article on the Web site of online B2B business models for analysis. The online B2B companies are faced with technical, social, cultural, legal and economic aspects of the many problems and obstacles to explore.
With the changes in the external environment, particularly in the global financial crisis, background, business model and improve the maturity of B2B online for the healthy development of enterprises is very important. Based on the value chain analysis on the development of e-business model to analyze the problem and provide some constructive ideas to solve for online B2B companies develop business models to provide a theoretical basis.
This article is divided into six parts, the first part is introduction . first proposed in this paper the background to the study, defines some basic concepts and research in this article give ideas and research methods: an overview of the second part of the relevant theoretical research. Combination of the third part of the development of China's online B2B model, B2B website for small and medium-sized business model for the description and analysis; fourth part of the macro-environment analysis used to build a profitable online B2B e-commerce model and an analysis and a Value chain analysis and put forward new theoretical model of the business model; the fifth part of the specific combination of two commercial web business models, new e-commerce businesses to verify the feasibility of business model; the sixth part is the conclusions and recommendations, and pointed out that the existence of the study limitations and the future remains to be further addressed.
随着外部环境的变化,尤其是全球金融危机的大背景下,商业模式的成熟和完善对于线上B2B企业的健康发展来说非常重要。本文基于价值链分析就电子商业模式发展中存在的问题进行剖析,并提供一些建设性的解决思路,为线上B2B企业商业模式发展提供理论依据。
本文共分为六部分,第一部分是导论,首先提出了本文研究的背景,界定了几个基本的概念,并给出本文的研究思路和研究方法:第二部分综述了相关理论研。第三部分结合我国线上B2B模式发展,对于中小型B2B网站的商业模式进行了描述和分析:第四部分采用宏观环境分析法构建了线上B2B电子商务的盈利模式并进行了分析并进行了价值链分析,并提出新型商业模式的理论模型;第五部分结合两个具体网站企业的商业模式,验证新型电子商务企业商业模式的可行性;第六部分是结论和建议,并指出了研究存在的局限性及有待未来进一步解决的问题。
At present, through the network of business activity has been widely accepted, more and more people will start trading on-line business as an important way. E-commerce and profit model is divided into several different types. This article on the Web site of online B2B business models for analysis. The online B2B companies are faced with technical, social, cultural, legal and economic aspects of the many problems and obstacles to explore.
With the changes in the external environment, particularly in the global financial crisis, background, business model and improve the maturity of B2B online for the healthy development of enterprises is very important. Based on the value chain analysis on the development of e-business model to analyze the problem and provide some constructive ideas to solve for online B2B companies develop business models to provide a theoretical basis.
This article is divided into six parts, the first part is introduction . first proposed in this paper the background to the study, defines some basic concepts and research in this article give ideas and research methods: an overview of the second part of the relevant theoretical research. Combination of the third part of the development of China's online B2B model, B2B website for small and medium-sized business model for the description and analysis; fourth part of the macro-environment analysis used to build a profitable online B2B e-commerce model and an analysis and a Value chain analysis and put forward new theoretical model of the business model; the fifth part of the specific combination of two commercial web business models, new e-commerce businesses to verify the feasibility of business model; the sixth part is the conclusions and recommendations, and pointed out that the existence of the study limitations and the future remains to be further addressed.
引文
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[7]Sven C.Voelpel,Marius Leibold,Eden B.Tekie,The wheel of business model reinvention:howto reshape your business model to leapfrog competitors[J].Journal ofchangemanagement,2004,Vol4,No.3:259-276.
[8]Kenneth C.Landon &Carol Guercio Yraver 劳帼龄等译 E-commerce business.technology.socity[M]高等教育出版社 2004:23-42
[9]Kevin Kelly.New Rules for the New Economy.Seminaron e -business.IBM Corporation,July1999
[10]Shapiro,C,Varian,H.R.Information Rules:A Strategic Guide to The Network Economy.Boston:Harvard Business School Press,1998
[11]Stephen Chen Strategic Management of E-business[M]北京大学出版社2006:3
[12]Timmers,Paul.,Business Models for Electronic Markets[J].Electronic Markets 1998,8(2):3-8
[13]Weiil,P.Vitale,M.R.Place to Space:Migrating to e Business Models.[M]Boston:Harvard Business School Press,2001
[14]G,.T Lumpkin,Gregory G.Dess.E-Business Strategies and Internet Business[M]Models.Organizational Dynamics.2004,33(2):161-173
[15]2007年行业网站收入147亿元[EB/OLl http://www.drcnet.com/DRCnet.common.web/docview.aspx?docid=1677885&leafid=3091&Chnid=2106
[16]艾瑞咨询集团iResearch:影响中国B2B电子商务发展的五个问题[EB/OL]http://www.iresearch.com.cn/Consulting/B2B/DetailNews.asp?id=65811
[17]彼得.F.德鲁克.公司的概念[M]上海人民出版社2002,12
[18]曹宏?、赖植森 电子商务模式分层次分析 信息经济与国民绎济增长方式的转变——中国信息经济学会2006年学术年会论文集[C]中国黑龙江哈尔滨 中国信息经济学会2006;271-279
[19]曹玉婷,李泉,陈宏民B2B电子商务平台选择的进化博弈分析[J]安徽农业科学,Journal of Anhui Agri.Sci.2007,35(3):850-851,854
[20]陈正华.从传统商务模式到电子商务模式存在的问题及对策研究[J].(中国农业大学经济管理学院)2007.6
[21]董瑞洪 基于B2B的协同电子商务系统[J]甘肃科技2005.6
[22]菲利普.科特勒.营销管理—分析、计划、执行和控制[M]上海人民出版社2006:110
[23]哈罗德.孔茨.管理学二全球化视角.经济科学出版社
[24]互联网实验室(chinalabs.com).2004网商冲击波——中国网商研究报告[EB/OL]2004,8
[25]雷光复 电子商务学[M]北京:经济科学出版社,2003:1
[26]刘治国 我国企业开展B2B电子商务的现状及对策研究[J]《商场现代化》2008年3月(上旬刊)总第532期15
[27]CNNIC中国互联网络信息中心《中国互联网络发展状况统计报告》[EB/OL]http://www.cnnic.cn/index.htm
[28]罗汗洋.B2B电子商务模式分析与思考[J].商业研究,2004(15):150-153.
[29]罗珉.组织管理学[M].成都:西南财经大学出版社,2003.35-48
[30]欧阳峰 编著电子商务解决方案[M]清华大学出版社/北京交通大学出版社2006:109
[31]覃征等 电子商务概论[M]高等教育出版社,2006:208-221
[32]天极网江苏中小企业积极参加“领航”计划[EB/OL]http://net.yesky.com/347/8671347.shtml 2009
[33]王健 编著电子商务导论[M]对外经济贸易大学出版社2002:177
[34]王劲敏 亚洲B2B模式电子商务的发展方向及中国的对策[J],《亚太经济》2001.4
[35]王粒权 阿里巴巴-梦起飞的地方[J]HR.MANAGER 2007.7
[36]王文兴 探索商业模式构建行业电子商务[J]《中国管理信息化》2007.6
[37]网易B2B电子商务分类[EB/OL]http://www.tinlu.com/n3252c46.aspx2007
[38]魏江.企业战略管理:理念、方法和案例[M].浙江大学出版社,2003年
[39]翁君奕.商务模式创新[M].北京:经济管理出版社,2004.23-28
[40]项保华.战略管理:艺术与实务[M].华夏出版社,2003年
[41]荆林波 中国B2B商业模式的选择[J]《改革与理论》2001年第8期
[42]荆林波 电子商务模式检讨[J]网际商务,Business@Internet,2001.22
[43]徐迪.商务模式:创新复杂性研究[M].北京:经济管理出版社,2005
[44]叶乃沂 电子商务模式分析[J]《华东经济管理》,East China Economic Management,2004.4
[45]易观国际《中国线上B2B市场用户调研报告2008》[EB/OL]http://www.analysys.com.cn
[46]张其翔;吕廷杰;商业模式研究理论综述[J]商业时代Commercial Times 2006.11
[47]张正新 中国企业电子商务转型及其法律问题研究[M]武汉.武汉大学出版社2002.7
[48]中国互联网信息中心(CNNIC.net.cn).第21次中国互联网发展状况统计报告.2008.1[EB/OL]http://cnnic.net.cn/html/Dir/2008/01/17/4966.htm
[49]邹静 国外B2B网站系列介绍之一:supplyNbuy:软件服务赢天下[J]电子商务世界2007.1
[2]Alexander Osterwalder,Yves Pigneur,An e- Business Model Ontology for Modeling eBusiness [C].15th Bled Electronic Commerce Conference e- Reality:Constructingthe eEconomy,Bled,Slovenia,2002,June 17-19.
[3]A damantia Patch.A Domain Area Report on Business Models.White Paper Athens University of Electronics and Business,Greece,November2002 23
[4]Arthur A.Thompson,Jr.A.J.Strickland Ⅲ,(1998).Strategic Management:Concepts and Cases.10th Ed.,McGraw-Hill.
[5]MichaelMorris,MinetSchindehutte,JeffreyAllen,heentrepreneur's business model:toward a unified perspective[J].Journal of Business Research,2005,Vol 58:726-735.
[6]Peter B.Seddon,Geoffrey ELewis,Phil Freeman,Graeme Shanks,The Case for Viewing Business Models as Abstractions of Strategy[J].Communications of the Association for InformationSystems,2004,Vol 13:427-442.
[7]Sven C.Voelpel,Marius Leibold,Eden B.Tekie,The wheel of business model reinvention:howto reshape your business model to leapfrog competitors[J].Journal ofchangemanagement,2004,Vol4,No.3:259-276.
[8]Kenneth C.Landon &Carol Guercio Yraver 劳帼龄等译 E-commerce business.technology.socity[M]高等教育出版社 2004:23-42
[9]Kevin Kelly.New Rules for the New Economy.Seminaron e -business.IBM Corporation,July1999
[10]Shapiro,C,Varian,H.R.Information Rules:A Strategic Guide to The Network Economy.Boston:Harvard Business School Press,1998
[11]Stephen Chen Strategic Management of E-business[M]北京大学出版社2006:3
[12]Timmers,Paul.,Business Models for Electronic Markets[J].Electronic Markets 1998,8(2):3-8
[13]Weiil,P.Vitale,M.R.Place to Space:Migrating to e Business Models.[M]Boston:Harvard Business School Press,2001
[14]G,.T Lumpkin,Gregory G.Dess.E-Business Strategies and Internet Business[M]Models.Organizational Dynamics.2004,33(2):161-173
[15]2007年行业网站收入147亿元[EB/OLl http://www.drcnet.com/DRCnet.common.web/docview.aspx?docid=1677885&leafid=3091&Chnid=2106
[16]艾瑞咨询集团iResearch:影响中国B2B电子商务发展的五个问题[EB/OL]http://www.iresearch.com.cn/Consulting/B2B/DetailNews.asp?id=65811
[17]彼得.F.德鲁克.公司的概念[M]上海人民出版社2002,12
[18]曹宏?、赖植森 电子商务模式分层次分析 信息经济与国民绎济增长方式的转变——中国信息经济学会2006年学术年会论文集[C]中国黑龙江哈尔滨 中国信息经济学会2006;271-279
[19]曹玉婷,李泉,陈宏民B2B电子商务平台选择的进化博弈分析[J]安徽农业科学,Journal of Anhui Agri.Sci.2007,35(3):850-851,854
[20]陈正华.从传统商务模式到电子商务模式存在的问题及对策研究[J].(中国农业大学经济管理学院)2007.6
[21]董瑞洪 基于B2B的协同电子商务系统[J]甘肃科技2005.6
[22]菲利普.科特勒.营销管理—分析、计划、执行和控制[M]上海人民出版社2006:110
[23]哈罗德.孔茨.管理学二全球化视角.经济科学出版社
[24]互联网实验室(chinalabs.com).2004网商冲击波——中国网商研究报告[EB/OL]2004,8
[25]雷光复 电子商务学[M]北京:经济科学出版社,2003:1
[26]刘治国 我国企业开展B2B电子商务的现状及对策研究[J]《商场现代化》2008年3月(上旬刊)总第532期15
[27]CNNIC中国互联网络信息中心《中国互联网络发展状况统计报告》[EB/OL]http://www.cnnic.cn/index.htm
[28]罗汗洋.B2B电子商务模式分析与思考[J].商业研究,2004(15):150-153.
[29]罗珉.组织管理学[M].成都:西南财经大学出版社,2003.35-48
[30]欧阳峰 编著电子商务解决方案[M]清华大学出版社/北京交通大学出版社2006:109
[31]覃征等 电子商务概论[M]高等教育出版社,2006:208-221
[32]天极网江苏中小企业积极参加“领航”计划[EB/OL]http://net.yesky.com/347/8671347.shtml 2009
[33]王健 编著电子商务导论[M]对外经济贸易大学出版社2002:177
[34]王劲敏 亚洲B2B模式电子商务的发展方向及中国的对策[J],《亚太经济》2001.4
[35]王粒权 阿里巴巴-梦起飞的地方[J]HR.MANAGER 2007.7
[36]王文兴 探索商业模式构建行业电子商务[J]《中国管理信息化》2007.6
[37]网易B2B电子商务分类[EB/OL]http://www.tinlu.com/n3252c46.aspx2007
[38]魏江.企业战略管理:理念、方法和案例[M].浙江大学出版社,2003年
[39]翁君奕.商务模式创新[M].北京:经济管理出版社,2004.23-28
[40]项保华.战略管理:艺术与实务[M].华夏出版社,2003年
[41]荆林波 中国B2B商业模式的选择[J]《改革与理论》2001年第8期
[42]荆林波 电子商务模式检讨[J]网际商务,Business@Internet,2001.22
[43]徐迪.商务模式:创新复杂性研究[M].北京:经济管理出版社,2005
[44]叶乃沂 电子商务模式分析[J]《华东经济管理》,East China Economic Management,2004.4
[45]易观国际《中国线上B2B市场用户调研报告2008》[EB/OL]http://www.analysys.com.cn
[46]张其翔;吕廷杰;商业模式研究理论综述[J]商业时代Commercial Times 2006.11
[47]张正新 中国企业电子商务转型及其法律问题研究[M]武汉.武汉大学出版社2002.7
[48]中国互联网信息中心(CNNIC.net.cn).第21次中国互联网发展状况统计报告.2008.1[EB/OL]http://cnnic.net.cn/html/Dir/2008/01/17/4966.htm
[49]邹静 国外B2B网站系列介绍之一:supplyNbuy:软件服务赢天下[J]电子商务世界2007.1