铁路电子商务商业模式创新研究

A Study on the Business Model Innovation of Railway E-commerce

商业模式的创新给电子商务用户带来新的便利和福利,同时对推动行业的发展与整合具有重要意义。利用商业模式的通用分析方法,从价值主张、目标客户、价值网络和收入机制4个维度分析12306中国铁路客户服务中心的业务内容及其商业模式存在的问题,提出铁路电子商务商业模式的创新应充分利用铁路12306的流量和大数据资源,打破企业边界,开拓新的价值主张,构建起融合社会资源的价值网络,实现资源与价值的良性互动。最后,提出铁路电子商务的旅行解决方案、差旅管理、大数据服务商业模式。

Business mode innovations bring new benefits and convenience to e-commerce customers, which are of great significance to promote the development and integration of the whole industry. The general analytic technique is adopted to analyze the current status of 12306 in terms of value proposition, target customers, value network and business revenue mechanism and figure out the problems related to business content and model. The innovation of railway e-commerce mode calls for the full use of 12306 flow rate and big data resources, and the certain gap between the enterprises should be broken. New value proposition should be constructed to build value networks integrating social resources, and realize positive interaction of resources and value. Suggestions on innovating the business mode of railway e-commerce are proposed including travel solution, travel management and big data service.