商业模式升级与持续发展:麦当劳案例

›› 2016, Vol. 28 ›› Issue (2): 219-229.

商业模式升级与持续发展:麦当劳案例

谭智佳¹, 魏炜², 朱武祥¹

1. 清华大学经济管理学院, 北京 100084;
2. 北京大学汇丰商学院, 深圳 518055

收稿日期:2015-11-16 出版日期:2016-02-28 发布日期:2016-03-01
通讯作者: 魏炜,北京大学汇丰商学院副教授.
作者简介:谭智佳,清华大学经济管理学院博士研究生;朱武祥,清华大学经济管理学院教授,博士生导师.

Business Model Updating and Continuous Development: The Case of McDonald's

Tan Zhijia¹, Wei Wei², Zhu Wuxiang¹

1. School of Economics and Management, Tsinghua University, Beijing 100084;
2. Peking University HSBC Business School, Shenzhen 518055

Received:2015-11-16 Online:2016-02-28 Published:2016-03-01

摘要/Abstract

摘要：

本文从魏朱商业模式定义——"利益相关者交易结构"的视角,从交易主体及资源能力、交易方式、交易收益来源及分配等角度,分析了麦当劳的特许经营模式特征及升级内容.我们认为,依据企业资源能力及交易价值的发掘、不断升级商业模式的能力,是企业持续发展和投资价值递增的重要原因.

关键词: 商业模式, 升级, 持续发展, 麦当劳

Abstract:

This paper discusses the trading subjects and their resource capabilities, ways of transaction, profit model, etc. of the McDonald's case from the Wei-Zhu Business Model to analyze reasons for the success of McDonald's franchise mode. This paper suggests that the ability of the company to update its business model based on its resource capability and the transaction value is an important reason for its continuous development and the increase of its investment value.

Key words: business model, updating, continuous development, McDonald's

谭智佳, 魏炜, 朱武祥. 商业模式升级与持续发展:麦当劳案例[J]. , 2016, 28(2): 219-229.

Tan Zhijia, Wei Wei, Zhu Wuxiang. Business Model Updating and Continuous Development: The Case of McDonald's[J]. , 2016, 28(2): 219-229.

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