基于互联网的商业模式研究与优化+SWOT分析
毕业论文关键词：阿里巴巴集团；互联网；商业模式；商业生态系统
Research and optimize the business model on the basis of Internet -- to Alibaba Group as an example
Abstract Peter F. Drucker said: “Today’s competition, not competition between products, but competition between business models.”An appropriate business model on the could transform common ideas into mysterious achievement. To some extend, an appropriate business model is the unique technique and incapable to be duplicated, which could help enterprise to survive in the fierce market competition, however, an appropriate business model could cause enterprise to fall into the difficult situation. Alibaba Group can survive and boom its business in the fierce market competition. Its business model is one of the key factors. Author attend to start the research with the theory of business model and business ecosystem, apply the Five Forces Model, the business model factors analysis, SWOT analysis to research the business model and business ecosystem of Alibaba Group. Based on above research, author intends to find out the highlight of the business ecosystem of Alibaba Group, to locate some potential faultiness of business model and business ecosystem of Alibaba Group and to suggest some possible solution. Author hopes that her research could help e-commerce enterprise to learn experience of the development of Alibaba Group, which is worthy of their reference.
Key Words：Alibaba Group; Internet; Business Model; Business Ecosystem
目 录
引言 1
一、 绪论 2
（一）研究的背景..2
（二）研究的意义..2
二、 基于互联网的商业模式概述3
三、 阿里巴巴集团基于互联网的商业生态系统概况..4
（一）阿里巴巴集团概况..4
（二）阿里巴巴集团商业生态系统设想4
四、 阿里巴巴集团基于互联网的商业模式分析..5
（一）阿里巴巴集团商业模式分析5
（二）阿里巴巴网络商业模式..5
1.阿里巴巴网络概况.5
2.阿里巴巴网络竞争态势分析..6
3.阿里巴巴商业模式分析7
（三）淘宝网商业模式.11
1.淘宝网概况11
2.淘宝网商业模式SWOT分析12
（四）服务板块商业模式.13
1.服务板块概况..13
2.服务板块的核心价值：以客户体验为核心，提高黏着力..14
五、 阿里巴巴商业模式综合评析15
致谢..16
参考文献17
引言
在互联网迅速发展的大环境下，多样化的新兴商业模式正在大量涌现。在上世纪50年代就有学者提出了“商业模式”这个概念，但直到90年代才开始被人们广泛的认知和接受。本文的研究对象是一家以互联网电子商务起家的企业——阿里巴巴集团。阿里巴巴成立的“大数据”是最丰富的，最有价值的交易数据。阿里巴巴开展了它的业务利用这种大数据战略优势，根据业务种类，阿里巴巴的业务主要分为B2B，网络购物以及电子商务服务系统。正是因为阿里巴巴集团对企业的商业模式进行了准确的定位，阿里巴巴集团在现如今的互联网经济时代发展壮大。
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