摘 要
兴许几年前，多数企业还依赖多年积累下的宝贵经验，获取了一系列成功。
然而，面对如今的竞争，它们却似乎难以奏效，企业变得更加举步维艰。不过，也有不少的初创企业，或重视学习与变革的传统企业，在非常短的时间里取得飞速的发展。互联网好比是竞争规则的打破者、制定者，它的出现，就十分类似于蒸汽机、电能带来的变革，不仅改变了人们的生活，还改变了企业的竞争趋势。
对企业而言，有些人认为，互联网能为企业带来高的效率，还有些人认为，互联网带来了全新的思维，甚至还有人认为，互联网让企业真正地展现了商业模式的力量。姑且暂不考虑，商业模式是否存在那么大的魔力，但这些企业基于互联网下所取得的成就，就非常值得引起各领域的反思。
学者就是争相研究商业模式的一员。而且，随着研究的深入，更多的学者发现，其实，所有的企业都有自身的商业模式。只不过，最具竞争力的，往往是那些平台型企业的商业模式。尤其是面对激烈的行业竞争，探索如何构建平台型企业的商业模式，对研究企业的发展很关键。当前来看，平台型企业的实践已经比较成熟，且很多企业家都在规划着自己的平台梦。与之相对，平台型企业的理论研究也取得了一些进展，而有关平台型企业商业模式构建的文献却几乎为零。因此，从企业的实践中提取理论，并加以验证，不失为研究平台型企业理论的一种好的选择。
本文先综述了有关商业模式理论的诸多研究成果。其次，通过梳理双边市场的理论研究，本文总结了平台型企业的内涵、特征与类型，接着，又依据平台型企业具体事例，阐述了平台型企业的顾客价值，而且还明确了平台型企业的价值创造模式。再次，基于对商业模式构成要素与平台型企业相关内涵的理解，本文得出了平台型企业商业模式的构成要素，然后，又根据一般企业的商业模式构建逻辑，细化分析了平台型企业商业模式的构建逻辑，同时，还指出了平台型企业商业模式的构建路径。最后，为验证上述平台型企业商业模式构建理论是否具有可行性，本文以多个案例进行验证。
本文主要的研究方法有三种。论文创新点：基于对平台型企业的相关内涵的把握，本文创新性地分析了平台型企业的顾客价值与平台型企业的价值创造模式；依据平台型企业商业模式的构成要素与构建逻辑，本文创新地分析了商业模式的构建路径。本文对发展平台型企业的相关理论具有重要的理论意义，对计划转型平台型企业商业模式的企业具有一定的实践意义。
关键词：
商业模式，平台型企业，商业模式构建
Abstract
Perhaps a few years ago, most companies also rely on accumulated valuableexperience for many years, to obtain a series of success. However, in the face oftoday's competition, they seem to be difficult to work, the enterprises have becomemore difficult. However, there are a lot of start-ups or traditional enterprises whichpay attention to learning and changing, achieving rapid development in a very shortperiod of time. The Internet is like a person who breaks or makes the competitionrules, its appearance, is very similar to the changing that the steam engine orelectricity bring, not only has changed people's lives, but also has changed thecompetitive trend of enterprises. To the enterprise, some people believe that theInternet can bring high efficiency for the enterprise, also some people think, Internethas brought a new way of thinking, and even some people think that the Internetallows companies to truly show the power of the business model. Tentatively does notconsider, business model whether there is so much magic, but these enterprises basedon Internet has made achievements is well worth causing reflection of various fields.
Scholars are members which are eager to study the business model. Moreover,with the deepening of research, more scholars found that, in fact, all enterprises havetheir own business model. However, the most competitive business model is oftenbusiness model of platform enterprise. Especially in the face of fierce competition inthe industry, to explore how to build a platform based enterprise business model, isvery important to the development of the enterprise. At present, the practice ofplatform based enterprise is relatively mature, and many entrepreneurs are planningtheir own platform dream. In contrast, the theoretical research of the platform typeenterprise has made some progress, but the literature about the construction of theplatform type enterprise is almost zero. Therefore, it is a good choice to study thetheory of platform type enterprise, through extracting the theory from the practice ofthe enterprise and verifying it.
This article first reviews the relevant business model theory of many researchresults. Secondly, through combing the bilateral market theory research, this papersummarizes the connotation of platform-based enterprise, characteristics ofplatform-based enterprise and type of platform-based enterprise. Then, according tospecific examples of platform enterprise, this paper expounds the platform basedenterprise customer value, but also clearly defines the model of value creation inplatform for enterprises. Again, based on the understanding of the connotation ofplatform enterprise and elements of the business model, this paper concludes that theelements of the business model of platform type enterprise, and then according toconstruct logic of the general enterprise business model, this paper analyses constructlogic of the business model of platform type enterprise in detail, meanwhile, thispaper also indicates the path of building the business model of platform typeenterprise. Finally, to test construction theory of business model of platform typeenterprise is feasible, this paper chooses several cases.
There are three main research methods in this paper. Innovations: Based onunderstanding of the platform enterprise-related connotation, this paper analyses theinnovative platform enterprise customer value and value creation mode; According tothe constituent elements and building logic of the business model of platform typeenterprise, this paper innovatively analyzes the building path of the business model ofplatform type enterprise. This paper has important theoretical significance to developthe related theory of platform type enterprises, has a certain practical significance forenterprises which are planning to transform into business model of platform typeenterprise.
Key words:
business model,platform enterprise,the construction of business model
目 录
第 1 章 绪论
1.1 研究背景
1.2 研究意义
1.3 平台型企业的相关理论
1.3.1 平台型企业的补贴理论
1.4 研究方法、研究技术路线图及研究内容
第 2 章 商业模式理论评述
2.1 商业模式的涵义
2.2 商业模式的构成要素
2.3 商业模式的特征
2.4 商业模式的构建模型
第 3 章 平台型企业的价值创造分析
3.1 平台型企业的内涵、特征及类型
3.2 平台型企业的顾客价值
3.3 平台型企业的价值创造模式
第 4 章 平台型企业商业模式的构建
4.1 平台型企业商业模式构成要素
4.2 平台型企业商业模式的构建逻辑
4.3 平台型企业商业模式的构建路径选择
第 5 章 平台型企业商业模式的案例验证
5.1 案例选取的原因
5.2 各案例的背景与分析
5.2.1 晶一学长的案例背景
5.2.2 晶一学长的案例分析
5.2.3 起点中文网的案例背景
5.2.4 起点中文网的案例分析
5.2.5 苹果公司的案例背景
5.2.6 苹果公司的案例分析
5.3 案例结论
第 6 章 结论与展望
参考文献
致 谢
