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<title>企业家学者项目专题研究：理解互联网商业的框架原理</title><script type="text/javascript" src="http://res.wx.qq.com/open/js/jweixin-1.0.0.js"></script><script type="text/javascript">    /*调用微信预览图片的方法*/   $(function(){    function funcReadImgInfo(){      var imgs = [];      var imgObj = $("img");//这里改成相应的对象      for(var i=0; i<imgObj.length; i++){          imgs.push('http://www.ckgsb.edu.cn'+imgObj.eq(i).attr('src'));          imgObj.eq(i).click(function(){              var nowImgurl = 'http://www.ckgsb.edu.cn'+$(this).attr('src');                         WeixinJSBridge.invoke("imagePreview",{                   "urls":imgs,                   "current":nowImgurl            });            });        }    }    funcReadImgInfo()    })</script><!--banner--><div class="second-course second-project">	<div class="container text-center">		<h1 class="second-head" style="padding-top: 8rem;">文章详情</h1>		<p class="second-info">			首页 &gt; <span class="active">文章详情</span>		</p>	</div></div><!--正文--><div role="main">	<div class="container">		<div class="act-detail">			<div class="title-box">				<h1 class="title">企业家学者项目专题研究：理解互联网商业的框架原理</h1>				<p class="time">发布时间：2019-04-01 00:00</p>			</div>			<div class="act-detail-banner"></div>			<div class="act-detail-info">
                    <p>​</p>

<p style="text-align: center;"><span style="font-size:16px;"><span style="line-height:200%;"><img alt="" src="/uploads/201907/23/1563875042876231.jpg" style="width: 945px; height: 520px;" /></span></span></p>

<p style="text-align: center;">&nbsp;</p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">春暖花开，万物复苏，2019年3月底，<span style="color:#1199d7;">长江商学院企业家学者项目（DBA）数字经济时代模块</span>在北京拉开序幕。</span></span></span></p>

<p>&nbsp;</p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">数字经济时代下的经济发展趋势和企业经营模式与以往大不相同，技术创新的周期缩短、速度加快，对于市场环境和国际形势的洞察更要从多维度切入。如何更好地理解我们所处的数字经济时代，明确其中的生存空间乃至发展机会，利用网络效应深入探索企业价值、提高用户体验，成为了诸多企业家关注的焦点话题。</span></span></span></p>

<p>&nbsp;</p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">据此，长江商学院企业家学者项目（DBA）本次课程聚焦数字经济时代的前瞻变革与机遇。</span></span></span></p>

<p>&nbsp;</p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">配合实践课堂，刘劲教授与同学们分享了对当前经济形势和互联网时代商业模式的看法，阐述了<span style="color:#1199d7;">互联网商业的三个核心原理，</span>在企业家学者间点燃了互联网商业的智慧火花。</span></span></span></p>

<p>&nbsp;</p>

<p style="text-align: center;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;"><img alt="" src="/uploads/201906/28/1561722477689526.png" style="height: 602px; width: 945px;" /></span></span></span></p>

<p style="text-align: center;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">刘劲教授</span></span></span></p>

<p style="text-align: center;">&nbsp;</p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">在进行专题分享之前，刘劲教授先就近期对宏观经济环境所做的研究与大家展开了讨论，同学们的踊跃提问也得到了刘劲教授的精彩回答。他认为，<span style="color:#1199d7;">从宏观环境来看，全球基本面在近几个月下滑；但资本市场的表现恰好相反。政府在其中扮演了重要角色，在国内鼓励保险等资金进入；在海外，股市进入了MSCI指数体系，债市进入摩根士丹利指数，这些都是资本市场的利好。</span></span></span></span></p>

<p>&nbsp;</p>

<p style="text-align: center;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;"><img alt="" src="/uploads/201906/28/1561722487952701.png" style="height: 564px; width: 945px;" /></span></span></span></p>

<p style="text-align: center;">&nbsp;</p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">刘劲教授还以全球标杆企业为例，指出2019年全球市值排名前二十的企业中，前六大公司都是互联网、高科技企业，包括微软、亚马逊、苹果、谷歌、腾讯、脸书和阿里巴巴。榜上有名的的腾讯和阿里都说明了目前中国整体经济趋势向好，尤其适合以互联网产业为主体的高新科技类民营企业的飞速发展。</span></span></span></p>

<p>&nbsp;</p>

<p style="text-align: center;"><span style="font-size:16px;"><img alt="" src="/uploads/201907/23/1563875308705928.jpg" style="width: 945px; height: 532px;" /></span></p>

<p style="text-align: center;"><span style="font-size:16px;"><img alt="" src="/uploads/201907/23/1563875323891299.jpg" style="width: 945px; height: 532px;" /></span></p>

<p>&nbsp;</p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">什么因素让互联网企业成为全球最具实力的企业？刘劲教授讲述了为何互联网领域中的网络效应能够推动以科技为导向的企业实现组织增长和可持续发展。</span></span></span></p>

<p>&nbsp;</p>

<p style="background-color:#1199d7;"><strong><span style="font-size:20px;"><span style="color:#FFFFFF;"><span style="line-height:200%;"><span style="font-family:微软雅黑;"><span style="background-color:#1199d7;">&nbsp;核心原理一：互联网的本质</span></span></span></span></span></strong><span font-size:="" microsoft="" style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; outline: none; font-weight: bolder; color: rgb(0, 0, 0); font-family: "><span style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; outline: none; font-size: 20px;"><span style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; outline: none; color: rgb(255, 255, 255);"><span style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; outline: none; line-height: 40px;"><span style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; outline: none; font-family: 微软雅黑;"><span style="box-sizing: border-box; margin: 0px; padding: 0px; border: 0px; list-style: none; outline: none; background-color: rgb(17, 153, 215);">&nbsp; ▶</span></span></span></span></span></span></p>

<p>&nbsp;</p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">互联网是一个信息网络，它唯一的功能就是帮助人类解决<span style="color:#1199d7;">信息问题。</span></span></span></span></p>

<p>&nbsp;</p>

<p><span style="color:#1199d7;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">█ 互联网的特性：</span></span></span></span></p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">&middot; 特性一：大。</span></span></span></p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">海量存储、海量运算能力。</span></span></span></p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">&middot; 特性二：小。</span></span></span></p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">近乎零成本的传输、终端的微型化。</span></span></span></p>

<p>&nbsp;</p>

<p><span style="color:#1199d7;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">█ 互联网的架构：</span></span></span></span></p>

<p style="text-align: center;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;"><img alt="" src="/uploads/201906/28/1561722498614512.png" style="height: 441px; width: 945px;" /></span></span></span></p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">从经济或商业的角度讲，<span style="color:#1199d7;">互联网之所以能够带来革命，主要通过其架构特色来降低成本&mdash;&mdash;存储成本、运算成本、传输成本等在传统企业里无法实现互联网行业里的逐年下降。</span>别的企业在信息成本上无法跟互联网公司进行竞争。</span></span></span></p>

<p>&nbsp;</p>

<p style="background-color:#1199d7;"><strong><span style="font-size:20px;"><span style="color:#FFFFFF;"><span style="line-height:200%;"><span style="font-family:微软雅黑;"><span style="background-color:#1199d7;">&nbsp;核心原理二：信息的三个成本</span></span></span></span></span></strong><span style="color: rgb(255, 255, 255); font-family: 微软雅黑; font-size: 20px; font-weight: 700; background-color: rgb(17, 153, 215);">&nbsp; ▶</span></p>

<p>&nbsp;</p>

<p><span style="color:#1199d7;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">公司运营的核心成本是能源成本和信息成本，全球能源的价格刚性导致能源成本无法大幅度降度，因此谁能够降低信息成本，谁就想有主导权</span></span></span></span></p>

<p>&nbsp;</p>

<p style="text-align: center;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;"><img alt="" src="/uploads/201906/28/1561722507781152.png" style="height: 617px; width: 945px;" /></span></span></span></p>

<p style="text-align: center;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">刘劲教授</span></span></span></p>

<p style="text-align: center;">&nbsp;</p>

<p><span style="color:#1199d7;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">信息成本=搜索成本+处理成本+不对称信息成</span></span></span></span></p>

<p>&nbsp;</p>

<p><strong><span style="color:#1199d7;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">█ 搜索成本：</span></span></span></span></strong></p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">公开信息的获取成本。通过互联网搜索信息几乎是零成本的，比如在京东和淘宝浏览商品是免费的</span></span></span></p>

<p>&nbsp;</p>

<p><strong><span style="color:#1199d7;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">█ 不对称信息成本：</span></span></span></span></strong></p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">不对称信息引致的交易成本。互联网通过积累大量信息来减少不对称信息成本，比如微信对数据的积累保证了腾讯公司对客户偏</span></span></span></p>

<p>&nbsp;</p>

<p><strong><span style="color:#1199d7;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">█ 处理成本：</span></span></span></span></strong></p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">对转化为数据的信息进行分析理解的成本。人工智能的快速发展使信息处理分析的成本急剧下降，原始数据被转化为可理解的内容辅助人脑进行分析和决策。</span></span></span></p>

<p>&nbsp;</p>

<p><span style="color:#1199d7;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">互联网使搜索、运算、传输等信息成本大幅下降，根据摩尔定律，计算成本在过去25年甚至降低了10000倍。</span></span></span></span></p>

<p>&nbsp;</p>

<p style="text-align: center;"><img alt="" src="/uploads/201907/23/1563875598219535.jpg" style="width: 945px; height: 571px;" /></p>

<p>&nbsp;</p>

<p style="background-color:#1199d7;"><span style="font-size:20px;"><span style="color:#FFFFFF;"><span style="line-height:200%;"><span style="font-family:微软雅黑;"><strong><span style="background-color:#1199d7;">&nbsp;核心原理三：互联网平台的网络效应</span></strong></span></span></span></span><span style="color: rgb(255, 255, 255); font-family: 微软雅黑; font-size: 20px; font-weight: 700; background-color: rgb(17, 153, 215);">&nbsp; ▶</span></p>

<p>&nbsp;</p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">兼容规则是网络最核心的内容，规则掌握者就是网络主宰者。体现了网络的成本优势的规模效应就是网络效应，而企业的网络效应可以从五个维度进行衡量。</span></span></span></p>

<p>&nbsp;</p>

<p style="text-align: center;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;"><img alt="" src="/uploads/201906/28/1561722517281884.png" style="height: 1199px; width: 945px;" /></span></span></span></p>

<p>&nbsp;</p>

<p><strong><span style="color:#1199d7;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">█ 规模：</span></span></span></span></strong></p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">规模较大的企业所占的市场份额也相对较大。比如，苹果的网络是封闭式的，所以它的规模较小。目前占最大市场份额的是安卓，华为在为谷歌安卓提供服务，推广的是谷歌的系统：因此苹果的规模相较谷歌小，一直只占较少的市场份额。</span></span></span></p>

<p>&nbsp;</p>

<p><strong><span style="color:#1199d7;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">█ 频率：</span></span></span></span></strong></p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">用户频率高，则网络效应强。比如，滴滴的估值比携程高，因为滴滴的用户频率很高&mdash;&mdash;用户会天天使用滴滴，但携程的使用频率可能是每月一次或几周一次，它的网络效应就是下降的。</span></span></span></p>

<p>&nbsp;</p>

<p><strong><span style="color:#1199d7;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">█ 密度：</span></span></span></span></strong></p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">网络状结构密度较大，网络效应相应也强。比如，社交软件微博和微信是两个非常不同的平台，微博以大V联动粉丝为主，密度较小；但微信是网状的，所有人都联结在一起，密度非常大。因此虽然微信现在还没上市，但至少值一、二万亿，核心就是微信的密度大。</span></span></span></p>

<p>&nbsp;</p>

<p><strong><span style="color:#1199d7;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">█ 排他性：</span></span></span></span></strong></p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">排他性能够保证商业价值的留存和增值。比如网络规则的制定是具有排他性的，掌握了主导权就拥有了网络强度。</span></span></span></p>

<p>&nbsp;</p>

<p><strong><span style="color:#1199d7;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">█ 复杂度：</span></span></span></span></strong></p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">复杂的产品会使用户产生依赖性和忠诚度。网络做到一定程度后会变厚、变复杂，越复杂的东西越有用户粘性，日入微信，内部实现了多种应用（社交、交互、支付等）让用户产生依赖性二增强了网络效应。</span></span></span></p>

<p>&nbsp;</p>

<p style="text-align: center;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;"><img alt="" src="/uploads/201906/28/1561722530936604.png" style="height: 1268px; width: 945px;" /></span></span></span></p>

<p style="text-align: center;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">课程现场互动交流</span></span></span></p>

<p style="text-align: center;">&nbsp;</p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">专题分享的最后，刘劲教授总结道：<span style="color:#1199d7;">互联网竞争目前已处于一种较平衡的状态：有巨头，又有中型平台，实际上在竞争的是数据和互联网的入口，也就是人脑。</span>搜索是最基础的入口，数据的质量和价值决定了入口的价值，而社交的特点是网络的密度大，因此网络效应最强，是最有力的入口竞争者。</span></span></span></p>

<p>&nbsp;</p>

<p style="text-align: center;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;"><img alt="" src="/uploads/201906/28/1561722540587635.png" style="width: 945px; height: 629px;" /></span></span></span></p>

<p style="text-align: center;"><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">课程现场</span></span></span></p>

<p style="text-align: center;">&nbsp;</p>

<p><span style="font-size:16px;"><span style="line-height:200%;"><span style="font-family:微软雅黑;">刘劲教授为大家带来的智慧盛宴开启了DBA<span style="color:#1199d7;">数字经济时代模块</span>北京第一站。放眼全球宏观经济大环境，探讨中国数字经济时代历程，聚焦互联网产业下企业商业模式的升级和发展，刘劲教授激发企业家学者们积极互动，为实践课堂走进一下科技提供了扎实的理论基础和丰富的知识贮备，也打响了&ldquo;数字经济时代&rdquo;企业持续性发展的第一枪。</span></span></span></p>

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                    slidesPerView: 1,
                    spaceBetween: 15,
                    pagination: '.swiper-friend .swiper-pagination',
                    nextButton: '.swiper-friend .swiper-button-next',
                    prevButton: '.swiper-friend .swiper-button-prev',
                    paginationClickable: true,
                    loop: true,
                    autoplay: 4000,
                })

                var swiper = new Swiper('.swiper-item .swiper-container', {
                    slidesPerView: 1,
                    spaceBetween: 15,
                    pagination: '.swiper-item  .swiper-pagination',
                    nextButton: '.swiper-item  .swiper-button-next',
                    prevButton: '.swiper-item  .swiper-button-prev',
                    paginationClickable: true,
                    loop: true,
                    autoplay: 5000,
                })
                $('.xmslBtn').click(function () {
                    $(this).attr('href','https://h.eqxiu.com/s/L3rU4vxd')
                    $(this).siblings('.layoutCode2').hide();
                })
            }
        }
		function nav_Click() {
            if ($(window).width() < 768) {
                $(".dropdown-menu").prevAll().attr("data-toggle", "dropdown");
            } else {
                $(".dropdown-menu").prevAll().attr("data-toggle", "");
            }
        }
		
		function navActive() {
			var title = '项目动态';
			$('.nav-item').removeClass('active');
			if(title=='首页')
			{$('.nav-item').eq(1).addClass('active');}
			if(title=='关于DBA'||title=='院长寄语'||title=='核心价值')
			{$('.nav-item').eq(2).addClass('active');}
			if(title=='DBA课程'||title=='实践课堂'||title=='课程体系')
			{$('.nav-item').eq(3).addClass('active');}
			if(title=='DBA学友'||title=='校友故事'||title=='学习生态')
			{$('.nav-item').eq(5).addClass('active');}
		    if(title=='师承名家')
			{$('.nav-item').eq(4).addClass('active');}
			if(title=='申请详解'||title=='常见问题')
			{$('.nav-item').eq(6).addClass('active');}
			if(title=='项目动态'||title=='近期活动')
			{$('.nav-item').eq(7).addClass('active');}
		 }
        
       
		$(function(){
        	$('.wechaticon').hover(function(){
                $(this).siblings('.layoutCode2').show();
                },function(){
                $(this).siblings('.layoutCode2').hide();
            })
			
			$(".viewBox").click(function(){
			var list_p=$(".itemList");
			var list=list_p.find('li');
			list_p.append(list.eq(0).clone());list_p.append(list.eq(1).clone());list_p.append(list.eq(2).clone())});
			$(".apply").click(function(){
				var applyBox=$(".footerDiv2");
				applyBox.slideDown(300,function(){
					var downApplyBoxBtn=$(".applyBt");
					downApplyBoxBtn.click(function(){
					applyBox.slideUp()
					})
				})
			})			
        })
    </script>
	
  </body>
</html>
