中国钢铁流通企业商业模式的研究
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摘要
著名管理学大师彼得·德鲁克教授曾经指出：“目前企业之间的竞争,不是产品之间的竞争,而是商业模式之间的竞争”。苹果公司、沃尔玛、百思买,西南航空、亚马逊,戴尔等后发企业,凭借独特的商业模式,为客户提供前所未有的便利,使得价值数十亿美元的市场重新洗牌,一举改变了整个行业的格局,跃升为行业佼佼者。国内外商业活动的大量实践证明,卓越的商业模式是企业赢得竞争优势的关键。在某种程度上,商业模式的创新比产品创新和服务创新更为重要!
众所周知,我国是世界第一钢铁大国,然而,我们距钢铁强国还相距甚远,原因之一在于落后的钢铁流通商业模式。在传统的钢铁流通商业模式下,大多数钢铁流通企业实行的是贸易差价为主的商业模式,在激烈的国际竞争和世界金融危机的冲击下,越来越多的钢铁流通企业正陷入充满血腥的“红海”,有的企业甚至进入了无利润区和亏损的境地。中国金属材料流通协会的统计显示,“2008年67.8%的钢材流通企业销售量和销售收入虽然较2007年增加了20%—30%,但73.7%的企业利润同比却下降了10%—20%,12%的企业利润额下降了50%左右,最高的下降了90%,亏损的也不在少数。”因此,经济全球化背景下,有必要重新审视和思考我国钢铁流通企业的商业模式,这对整个行业的健康和可持续发展具有重要的理论意义和实践意义。
全文分为六大部分：
(1)本部分对国内外钢铁流通企业商业模式的研究进行了系统的总结和梳理,阐述了国内外相关研究的主要方法、观点和内容,分析了前人研究成果的可借鉴之处及其局限性,为本研究奠定了基础。
(2)本部分研究了钢铁流通企业商业模式的构成要素及类型。首先,定义了流通企业的内涵和类型；其次,阐释了钢铁流通企业商业模式的基本含义；第三,分析了钢铁流通企业商业模式的构成要素,提出了钢铁流通企业主要的商业模式类型。
(3)本部分研究了国外钢铁流通企业的商业模式。首先,介绍了美国和欧洲国家钢铁流通企业的基本情况及其商业模式；其次,阐释了日本钢铁流通企业的发展状况及其商业模式；接着,从构成商业模式的主要因素：客户价值、资源和能力、关系网络、盈利模式、营销渠道五个方面,全面、系统地比较了美欧模式和日本模式两种不同类型的钢铁流通企业存在的联系与区别；最后,通过比较指出了两种商业模式值得广大发展中国家借鉴的合理之处。
(4)本部分研究了中国钢铁流通企业传统商业模式的形成与演进规律。首先,阐释了中国钢铁流通企业传统商业模式的形成与发展；然后,运用价值链理论、企业能力理论等,综合分析了我国钢铁流通企业传统商业模式的优点和缺点；最后,分析了中国钢铁流通体系演进的动力、演进的机制,论述了我国钢铁流通企业商业模式演进的规律。
(5)本部分对中国钢铁流通企业的传统商业模式进行了实证分析。首先,介绍了五矿钢铁公司的概况及其商业模式的现状；其次,运用企业能力理论、价值链理论和竞争优势理论对五矿钢铁公司商业模式的优势和存在的问题进行了分析。最后阐述了五矿钢铁公司新的商业模式的总体思路和框架。
(6)本部分研究了中国钢铁流通企业商业模式的选择。首先,分析了中国钢铁流通企业商业模式选择的原则。其次,针对我国钢铁流通企业传统商业模式的不足,提出了完善中国钢铁流通企业商业模式的路径和建议。
(7)全文总结与展望。对论文进行总结,提炼出论文的创新点,并对一些需要进一步深入研究之处,提出未来的研究设想。
A famous management master, Pro. Peter Drucker, once pointed out that "at present, the competition between enterprises is not represented as the one between products, but commercial modes." Mac, Wal-Mart, Best Buy, Southwest Airline, Amazon, Dell and other late-uprising enterprises succeeded to provide such convenience that customers had never had before with their own unique commercial modes and the market valued billions of US dollars was initialized, and the whole industrial structure was changed and they became the leaders of industry. A large amount of commercial practices in China and abroad have proved that an excellent commercial mode is the key for enterprises to win from competition. To a certain extent, innovation of a commercial mode is more important than that in product and service.
As we all know, China is the first steel country of the world. However, we are far from a steel giant and one of the reasons lies in our lagging commercial mode of steel circulation. Under conventional commercial mode, most of steel circulation enterprises carry out a trade-margin-oriented mode. For strike of fierce international competition and spreading financial crisis, more and more steel circulation enterprises are involved in this bloody "red sea" and some of them even decline to the status where there is no profit but loss. According to the statistics of China Association of Metal Material Circulation, "though the sales volume and turnover of 67.8% of steel circulation enterprises in China have a 20%-30% increase in 2008 than 2007, but 73.7% of enterprises have 10%～20% less profit than the same period; 12% of enterprises suffer from the loss of 50% profit, even 90% at most and still many enterprises suffer from loss." Therefore, under the background of economic globalization, it is very necessary to review and contemplate upon the current commercial mode of China's steel circulation enterprises as it is of important theoretical and practical significance to the health and sustainable development of whole industry.
The paper consists of 6 parts:
(1) In this part, author summarized and combed the oversees and domestic studies on the commercial mode of steel enterprises, illuminated main methods, attitudes and contents used in the studies, and analyzed the referable points and limitation in the research achievements of former researchers, and thereby formed a good foundation for this study.
(2) In this part, author studied the component factors and types of commercial modes of steel circulation enterprises. Firstly, connotation and types of circulation enterprises were defined; secondly, the basic concept of commercial modes of steel circulation enterprises was explained; thirdly, component factors of business modes of steel circulation enterprises were analyzed; finally, it pointed out the main commercial mode of steel circulation enterprises.
(3) In this part, author studied the commercial mode of overseas steel circulation enterprises. Firstly, general situation and commercial modes of American and European steel circulation enterprises were introduced; secondly, development status and commercial modes of Japanese enterprises were illuminated; next, from main component factors of commercial modes, customer value, resources and abilities, relationship network, profit mode and marketing channel, author made a comprehensive and systematic comparison of the connection and difference of steel circulation enterprises under American-European and Japanese modes; finally, author proposed the points of the two commercial modes referable and reasonable for developing countries.
(4) In this part, author studied the formation and evolution rule of conventional commercial modes of China's steel circulation enterprises. Firstly, formation and development of traditional commercial modes of China's steel circulation enterprises were illuminated; then, theories of value chain and enterprise's ability were adopted to give a comprehensive analysis on the shortcomings and strong points of conventional commercial modes; at last, an analysis was made to cover the drive of evolution and development mechanism of China's steel circulation system, and discussed the evolution rule of commercial modes of China's steel circulation enterprises.
(5) In this part, an empirical analysis was given to the conventional commercial modes of China's steel circulation enterprises. Firstly, general situation and status of commercial mode of Wukuang Steel Company was introduced; secondly, theories of value chain, enterprise's ability and competitive advantage were applied to analyze the advantages and problems of commercial mode of the company. At last, general thought and framework of new commercial mode of Wukuang Steel Company were illuminated.
(6) In this part, author studied the selection of commercial modes of China's steel circulation enterprises. Firstly, principles of selection were analyzed; secondly, in light of the defects in conventional commercial modes of China's steel circulation enterprises, author pointed out the path and suggestion for improving.
(7) Conclusion and expectation. A conclusion was given and innovative points of the paper were abstracted. For the points to be studied further, author gave an assumption of future research.
众所周知,我国是世界第一钢铁大国,然而,我们距钢铁强国还相距甚远,原因之一在于落后的钢铁流通商业模式。在传统的钢铁流通商业模式下,大多数钢铁流通企业实行的是贸易差价为主的商业模式,在激烈的国际竞争和世界金融危机的冲击下,越来越多的钢铁流通企业正陷入充满血腥的“红海”,有的企业甚至进入了无利润区和亏损的境地。中国金属材料流通协会的统计显示,“2008年67.8%的钢材流通企业销售量和销售收入虽然较2007年增加了20%—30%,但73.7%的企业利润同比却下降了10%—20%,12%的企业利润额下降了50%左右,最高的下降了90%,亏损的也不在少数。”因此,经济全球化背景下,有必要重新审视和思考我国钢铁流通企业的商业模式,这对整个行业的健康和可持续发展具有重要的理论意义和实践意义。
全文分为六大部分：
(1)本部分对国内外钢铁流通企业商业模式的研究进行了系统的总结和梳理,阐述了国内外相关研究的主要方法、观点和内容,分析了前人研究成果的可借鉴之处及其局限性,为本研究奠定了基础。
(2)本部分研究了钢铁流通企业商业模式的构成要素及类型。首先,定义了流通企业的内涵和类型；其次,阐释了钢铁流通企业商业模式的基本含义；第三,分析了钢铁流通企业商业模式的构成要素,提出了钢铁流通企业主要的商业模式类型。
(3)本部分研究了国外钢铁流通企业的商业模式。首先,介绍了美国和欧洲国家钢铁流通企业的基本情况及其商业模式；其次,阐释了日本钢铁流通企业的发展状况及其商业模式；接着,从构成商业模式的主要因素：客户价值、资源和能力、关系网络、盈利模式、营销渠道五个方面,全面、系统地比较了美欧模式和日本模式两种不同类型的钢铁流通企业存在的联系与区别；最后,通过比较指出了两种商业模式值得广大发展中国家借鉴的合理之处。
(4)本部分研究了中国钢铁流通企业传统商业模式的形成与演进规律。首先,阐释了中国钢铁流通企业传统商业模式的形成与发展；然后,运用价值链理论、企业能力理论等,综合分析了我国钢铁流通企业传统商业模式的优点和缺点；最后,分析了中国钢铁流通体系演进的动力、演进的机制,论述了我国钢铁流通企业商业模式演进的规律。
(5)本部分对中国钢铁流通企业的传统商业模式进行了实证分析。首先,介绍了五矿钢铁公司的概况及其商业模式的现状；其次,运用企业能力理论、价值链理论和竞争优势理论对五矿钢铁公司商业模式的优势和存在的问题进行了分析。最后阐述了五矿钢铁公司新的商业模式的总体思路和框架。
(6)本部分研究了中国钢铁流通企业商业模式的选择。首先,分析了中国钢铁流通企业商业模式选择的原则。其次,针对我国钢铁流通企业传统商业模式的不足,提出了完善中国钢铁流通企业商业模式的路径和建议。
(7)全文总结与展望。对论文进行总结,提炼出论文的创新点,并对一些需要进一步深入研究之处,提出未来的研究设想。
A famous management master, Pro. Peter Drucker, once pointed out that "at present, the competition between enterprises is not represented as the one between products, but commercial modes." Mac, Wal-Mart, Best Buy, Southwest Airline, Amazon, Dell and other late-uprising enterprises succeeded to provide such convenience that customers had never had before with their own unique commercial modes and the market valued billions of US dollars was initialized, and the whole industrial structure was changed and they became the leaders of industry. A large amount of commercial practices in China and abroad have proved that an excellent commercial mode is the key for enterprises to win from competition. To a certain extent, innovation of a commercial mode is more important than that in product and service.
As we all know, China is the first steel country of the world. However, we are far from a steel giant and one of the reasons lies in our lagging commercial mode of steel circulation. Under conventional commercial mode, most of steel circulation enterprises carry out a trade-margin-oriented mode. For strike of fierce international competition and spreading financial crisis, more and more steel circulation enterprises are involved in this bloody "red sea" and some of them even decline to the status where there is no profit but loss. According to the statistics of China Association of Metal Material Circulation, "though the sales volume and turnover of 67.8% of steel circulation enterprises in China have a 20%-30% increase in 2008 than 2007, but 73.7% of enterprises have 10%～20% less profit than the same period; 12% of enterprises suffer from the loss of 50% profit, even 90% at most and still many enterprises suffer from loss." Therefore, under the background of economic globalization, it is very necessary to review and contemplate upon the current commercial mode of China's steel circulation enterprises as it is of important theoretical and practical significance to the health and sustainable development of whole industry.
The paper consists of 6 parts:
(1) In this part, author summarized and combed the oversees and domestic studies on the commercial mode of steel enterprises, illuminated main methods, attitudes and contents used in the studies, and analyzed the referable points and limitation in the research achievements of former researchers, and thereby formed a good foundation for this study.
(2) In this part, author studied the component factors and types of commercial modes of steel circulation enterprises. Firstly, connotation and types of circulation enterprises were defined; secondly, the basic concept of commercial modes of steel circulation enterprises was explained; thirdly, component factors of business modes of steel circulation enterprises were analyzed; finally, it pointed out the main commercial mode of steel circulation enterprises.
(3) In this part, author studied the commercial mode of overseas steel circulation enterprises. Firstly, general situation and commercial modes of American and European steel circulation enterprises were introduced; secondly, development status and commercial modes of Japanese enterprises were illuminated; next, from main component factors of commercial modes, customer value, resources and abilities, relationship network, profit mode and marketing channel, author made a comprehensive and systematic comparison of the connection and difference of steel circulation enterprises under American-European and Japanese modes; finally, author proposed the points of the two commercial modes referable and reasonable for developing countries.
(4) In this part, author studied the formation and evolution rule of conventional commercial modes of China's steel circulation enterprises. Firstly, formation and development of traditional commercial modes of China's steel circulation enterprises were illuminated; then, theories of value chain and enterprise's ability were adopted to give a comprehensive analysis on the shortcomings and strong points of conventional commercial modes; at last, an analysis was made to cover the drive of evolution and development mechanism of China's steel circulation system, and discussed the evolution rule of commercial modes of China's steel circulation enterprises.
(5) In this part, an empirical analysis was given to the conventional commercial modes of China's steel circulation enterprises. Firstly, general situation and status of commercial mode of Wukuang Steel Company was introduced; secondly, theories of value chain, enterprise's ability and competitive advantage were applied to analyze the advantages and problems of commercial mode of the company. At last, general thought and framework of new commercial mode of Wukuang Steel Company were illuminated.
(6) In this part, author studied the selection of commercial modes of China's steel circulation enterprises. Firstly, principles of selection were analyzed; secondly, in light of the defects in conventional commercial modes of China's steel circulation enterprises, author pointed out the path and suggestion for improving.
(7) Conclusion and expectation. A conclusion was given and innovative points of the paper were abstracted. For the points to be studied further, author gave an assumption of future research.
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