摘要
随着新世纪的到来，信息技术高速发展，以电子商务为代表的网络经济规模迅速扩大，新经济和传统经济的结合也越来越紧密。各种新兴的商务模式层出不重，无论大小企业都想探索一种有效运营模式，以求能在新经济浪潮的竞争中取得优势。
在这样的背景下，国内众多传统企业都面临着商务模式改造的问题。研究如何针对传统企业的特点，如何利用先进的信息技术对传统企业加以改造，以使企业适应新经济时代下市场环境的需求，更加有效的运营，对目前的企业改革有着重要的意义。本文采用案例研究的方法，针对广州兴达集团公司这样一个传统制造型企业，通过对其现有商务模式的分析，结合企业环境的变化，重点研究怎样对其进行商务模式的重建问题，提出切实可行的方法解决该企业面临的困境。
通过研究，结合现阶段国内外的市场环境状况，在对兴达现有的商务流程进行研究和分析的基础上，本文提出了广州兴达集团在经济转型时期的新型商务模型，兴达应坚持传统产业与电子商务相结合的发展战略，充分利用传统型经济与电子商务各自的特点，取长补短，提高企业的整体运作效率。在新商务模式的实施中，宜采用以点带面的方法，通过前期局部实施的成功，最终带动整个兴达集团建立新型的商务模式，逐步培养企业的核心竞争力，使企业走上信息化发展的道路。
With the coming of the new century, Information Technology is developing speedily, the scale of the Internet economy represented by E-business is expanding rapidly. The new economy and the traditional are integrated closely. There appear various new commercial models. Both large- and small-sized enterprises are eager to explore an effective operating model, so as to gain advantages of competition in the new economy.
On such a background, many domestic traditional enterprises are facing the problem of changing their commercial models. It is significant to the present enterprise reform, to study how to aim at the characteristics of the traditional enterprises and how to utilize the advanced information technology to reform the traditional enterprises, in order to adapt themselves to the market needs and operate more effectively in the era of the new economy. Adopting the method of case study, and aiming at Guangzhou Sigdear Group -a traditional manufacturing enterprise, the thesis researches how to restructure its commercial model and put forward feasible ways of resolving the dilemma confronted with the Group through analyzing its current commercial model and taking into consideration of the enterprise environment changes.
Combining the international and domestic market environment, and researching and analyzing the Group's current commercial process, the
thesis proposes a new commercial model in the time of the new economy transition. Insisting on the development strategy of combining traditional industries with E-business, the Group should fully exploit the respective characteristics of the traditional economy and E-business, learn from one's strong points to offset the other's weak points and improve the overall operating efficiency. The success achieved by the partial application of the new commercial model in the early stage will finally drive the whole Group to establish a new commercial model and cultivate the core competitive force of the enterprise.
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