乐视网生态成长和生态战略分析-中国政法大学MBA.DOC

论文编号： 互联网视频企业生态战略研究 ——以乐视网发展为例 李 茗 中国政法大学研究生院 二〇一四年三月 互联网视频企业生态战略研究 ——以乐视网发展为例 摘 要 网络视频成为互联网的重要新兴力量，发展迅猛潜力巨大。 在互联网络经济时代，传统企业都在变革中。这些变革的主轴都围绕“创新”而变。对于互联网络视频行业中的企业更是如此。 本文主要围绕互联网络视频企业在这波创新变化中，企业最核心的战略都发生哪些变化，为什么这些创新类型的企业要引入“企业生态战略”思想？内在驱动力在哪里？ 区别于传统的企业变革，在完全创新的行业中，业态还未完整，单纯的追求工业效率无法获得用户，也即无法获得盈利，面对这样的新变化，传统的战略理论难以再为其获得成功的指引。因此在这类完全创新的行业中，有些企业引入“企业生态战略”思想，并且获得了很好的发展优势，这或许是当下更为恰当的战略思想。 本文通过对互联网络视频公司的发展探索，选择自然生态学的理论框架，阐述了在业态还未发展完整的阶段，企业要获得成功必须要通过自身的生态环境的建构，以及通过乐视网的生态战略过程，集中表达互联网络视频企业建构生态体系的过程。力求为互联网视频的成长和发展总结出一些有借鉴价值的理论指导和价值实践的启示，为互联网视频企业的未来发展提出一种颇有借鉴意义的发展战略和相应的参考路径。 关键词：互联网视频 企业生态学 生态位 生态战略 乐视网 ABSTRACT Network?video?has become an important new force of Internet and developed?rapidly?with great potential. In the Internet economy era, the traditional enterprises have been undergoing a dramatic reform around?“innovation”. It is even more so for the Internet video industry.?The innovation reform is quite different from that of the traditional enterprise: when the status of the innovative industry has not been compete, if it aims to pursuit the industrial?efficiency, rather than users, it can’t get the profit; the traditional strategies hardly provide the guideline to this kind innovative industry facing the new change.?In fact, some of this kind newly innovative enterprises are introduced the conception of?“ecological strategy of enterprises”?and have developed very well, therefore there could be no more appropriate strategy currently for the innovative industry. This?paper mainly focuses on what the?transformation?of the core strategies of Internet video enterprises is in this wave of innovation reform, why we introduce the?conception?of?“ecological strategy of enterprise”?into?these kind innovative?enterprises?and where the internal driving force exists.?This paper will?analyze the development of the?Internet video enterprise, and?with the theoretical framework of natural ecology?explain that enterprise must build its own construction of ecological environment?in ord