导　　师： 傅慧

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 中山大学

摘　　要： 消费电子产业发展非常快,随着与互联网经济的发展,新概念的商业模式和新产品层出不穷,一个商业模式的创新带来的效果往往会远胜企业在技术、产品或管理制度等方面的创新。苹果公司推出新产品并在产业链上构造的“产品+内容”商业模式创新,获得了核心竞争力,推动整个产业模式进行变革并取得巨大成功,苹果公司的成功案例值得中国消费电子企业学习研究。 文章以苹果公司的两个产品案例,即MP3iPod和手机iPhone的商业模式为研究对象。以商业模式理论为依据,对苹果公司的营销环境进行分析,然后对处于产业链上的供应商价值链、顾客价值链、企业价值链、渠道价值链的总体分析,发现市场需求,得出商业模式创新是苹果公司的必然选择。继而运用战略分析工具对产业进行分析,评估商业模式的竞争力并提出建议。通过总结苹果公司商业模式的成功,得出结论即商业模式的创新根本目的有两个:实现企业核心竞争力和为顾客出创造价值,并最终服务于苹果公司的核心战略。 Consumer electronics industry has developed very rapidly, with the Internet economy in the development of new business models and products emerging, a business model of innovation effects are often far superior enterprises in technology, products or management system , and innovation. Apple products and the construction industry chain, 'the content of product innovation' business model, the core competitiveness in the industry to change patterns and a great success, apple of successful cases worth China' s consumer electronics and study. The article in the apple two products case, the mp 3iPod AND mobile iPhone business model for the study. The business model theory as a basis for the apple marketing environment analysis, and then in the industrial chain, suppliers, value chain customer value chain, enterprises, value chain channels value chain analysis of the whole, found that market demand, with the business model innovation is the inevitable choice apple. Then use strategic analysis tool industry analysis to assess business model of competitiveness and make recommendations. After summing up apple business model of success, and concluded that business model of innovation fundamental objective, there are two of the enterprises' core competitiveness and customer value, and ultimately serve apple core strategies.

关 键 词： 商业模式 苹果公司 创新

领　　域： [经济管理] [经济管理] [经济管理]