电子商务中的虚拟价值链分析

目 录

摘 要 ····································································································································· I Abstract ······························································································································· II 绪 论 ···································································································································· 1 1 虚拟价值链及其特点 ···································································································· 3 1.1 不同的链 ····················································································································· 3 1.1.1 不同的链的由来和发展 ·························································································· 3 1.1.2 三种概念的联系与区别 ·························································································· 3 1.2 虚拟价值链的内涵与特点 ························································································· 4 1.2.1 虚拟价值链的内涵 ·································································································· 4 1.2.2 虚拟价值链的特点 ·································································································· 5 1.3 虚拟价值链与实物价值链 ························································································· 6 2 虚拟价值链的基本模型分析 ························································································ 7 2.1 虚拟价值链的架构 ····································································································· 7 2.2 虚拟价值链的构建与优化 ························································································· 8 2.3 虚拟价值链的增值过程 ····························································································· 9 2.4 虚拟价值链的战略价值及其对B2B企业的作用 ··················································· 11 2.4.1 虚拟价值链的战略价值 ························································································ 11 2.4.2 虚拟价值链对B2B电子商务企业的作用 ··························································· 13 3 虚拟价值链的发展前景 ······························································································ 15 结 论 ·································································································································· 17 致 谢 ·································································································································· 18 参考文献 ···························································································································· 19

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绪 论

随着信息技术的迅猛发展，互联网在企业生产经营活动中得到愈来愈越广泛的运用，市场进一步细分，无国界生产模式的产生及其应用也日益广泛等等的全新竞争环境，产生于20世纪80年代的竞争环境和竞争条件的传统价值链理论对许多公司的理性行为无法做出合理解释，日益显现出无所作为。鉴于传统价值链理论适用性的局限，Jeffrey .F. Rayport和John .J. Sviokla于1995年在《开发虚拟价值链》一文中首次提出虚拟价值链理论，理论指出传统的价值链只是把信息看作是价值增值过程中的辅助部分，而非价值本身的源泉。进入信息时代的企业都在两个世界中进行竞争：一个是管理者可以看到、触摸到的由资源组成的物质世界，称之为市场场所(Market Place)；另一个则是由信息所组成的虚拟世界，称之为市场空间（Market Space)，以将它和物质世界组成的“市场场所”相区别。这两个不同世界是通过不同的价值链来开展价值创造活动，前者通过“物理价值链”，即采购。生产。销售等活动开展价值创造活动；后者通过“虚拟价值链”，即信息的收集、组织、挑选、合成和分配等开展价值创造活动。如何充分开发利用虚拟价值链，更有效地为顾客提供信息增值服务成为企业成败的关键。

在欧美国家，虚拟价值链，随着电子商务的迅速渗透，有了较为快速、全面的发展。预计到2010年，网上交易可能会占美国零售业市场的15%-20%。而在欧洲市场的电子商务市场也在快速扩张。单单的通过互联网来销售商品已经不能满足顾客越来越多样化的需求了。需求产生供给。所以，各国的企业都在积极地扩展、延伸自己企业的虚拟价值链。据中国电子商务研究中心日前发布的《1997—2009：中国电子商务十二年调查报告》相关调查数据显示，截止到2009年6月，我国规模以上电子商务网站总量已经达12282家。其中，B2B电子商务服务企业有5320家，B2C、C2C与其它非主流模式企业达6962家，呈现出高速增长、乃至井喷之势。

电子商务的必由之路是通过转型与升级来实现整个商业链条的多方协作，把虚拟价值链做的更加丰富、完善，将服务深入到企业生产的各个环节，而不仅仅是在销售环节卖它的服务。IDC中国研究分析认为2009年电子商务交易总额在25100亿的数量级、2010年是32200亿人民币，电子商务服务业未来5年的仍将处于高速增

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长周期。随着电子商务的全球化进程的逐步推进，价值链虚拟化的趋势越来越显著。不同企业在虚拟价值链中的表现取决于企业对信息加工利用的层次和程度。利用虚拟价值链，使多的信息资源的难度大大降低，同时相对而言投入成本少，获取的信息丰富性更强。进而使企业以低成本甚至零成本获取信息。企业对信息的把握也会变得更加灵活，从而企业就能为客户提供便捷、及时、有效地服务支持，而且不易被竞争对手复制。

本文通过由浅入深的方式研究电子商务中的虚拟价值链。通过对三种不同链的剖析，先研究价值链与供应链、产业链的区别与联系，在此基础上提出虚拟价值链，并把虚拟价值链和实物价值链进行比较分析，以更好的认识虚拟价值链。

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1 虚拟价值链及其特点

1.1 不同的链

1.1.1 不同的链的由来和发展

（1） 价值链

价值链的概念是由Michael .E. Porter于1985年在其所著的《竞争优势》一书中首先提出的。他认为每一个企业都是设计、生产、营销、交货等过程及对产品起辅助作用的各种相互分离的活动的集合。

（2） 供应链

供应链的概念运用，最初是以供应链管理(Supply Chain Management)的形式出现在1983年和 1984年《哈佛商业评论》上的两篇论文中。供应链是围绕核心企业，通过对信息流，物流，资金流的控制，从采购原材料开始，制成中间产品以及最终产品，最后由销售网络把产品送到消费者手中的将供应商、制造商、分销商、零售商，直到最终用户连成一个整体的功能网的链结构。

（3） 产业链

“产业链”一词在我国最早是由傅国华于1990年至1993年受到海南热带农业发展的成功经验的启迪而提出来的，是一个中国化的名词。产业链是一个包含价值链、企业链、供需链和空间链四个维度的概念。 1.1.2 三种概念的联系与区别

价值链理论的应用有助于人们了解企业的价值生成机制，其既是一个分析竞争优势的工具，同时也是建立和增强竞争优势的系统方法。但是，价值链并不是孤立的存在于一个企业内部，而是可以进行外向延伸或连接。企业辨清自身的价值链是实施供应链管理的前提。产业链虽然是宏观经济管理的理论，但在运作上企业却是其构筑的载体，就是说，产业链条的构筑依赖于企业之间在经营上的有序连接，所不同的是，供应链连接可能是多向的，也可能发生在有限的产业范围内，而产业链条往往则是垂直的和广范围的或者说是多环节的。同样可以认为，供应链的连接往往是产业链生成的基础，而产业链条正是多重供应链条的复合体。

三者是有一定区别的。主要表现在以下三个方面：

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