与主要面向终端消费者的3G/4G技术不同，5G技术将使产业互联网加速走向大规模商 用，而其中数据分析将扮演越来越重要的角色。数据分析将更加深度融合垂直行业，通过为 具体应用场景和相关痛点提供解决方案而创造价值。爱立信公司作为全球通信设备行业领导 者之一，急需创新其商业模式，努力赢取巨大的数字化服务增量市场。否则将局限于为网络 底层通道提供商的角色，无法为巨大的5G研发投资提供充足的回报。因此需要对爱立信基 于数据分析业务进行商业模式创新的价值、流程、应用领域和效果进行研究。 分析数据商业价值的方法可分为三类：描述性，预测性或指导性。不同的方法适合于不 同的商业领域和模型。主要商业模式创新类型为：企业创新平台，内部风险投资基金和收购 新创业公司。数据分析产生了三种通用的商业模式：数据即服务，信息即服务和答案即服务。 此外，商业模式图形工具可以用来清晰的表达商业模式。数据分析应用的商业领域包括：客 户亲密关系，产品/服务创新和运营。商业模式创新在组织中经常遇到障碍，这些障碍可能与 意识，系统，逻辑和文化等相关。 通过收集文件数据和爱立信员工的采访问卷，作者对爱立信公司的当前商业模式进行分 析，并使用商业模式图形工具进行了展示。从收集的信息中可以看出，爱立信公司目前仍在 定义商业创新的流程以应对新数据时代的激烈竞争。关于商业模式创新类型，爱立信主要采 用收购小公司的模式。就数据分析的使用方法而言，爱立信主要在不同的应用中使用预测性 分析和指导性分析。数据驱动的商业模式中，爱立信公司认为信息即服务是最合适的模型， 但也不排除其他部分。爱立信公司中创新遇到的障碍主要与意识和文化相关。基于以上信息， 作者给出了爱立信公司在引入数据分析之后的商业模式图形，可以看出影响最大的领域包括 客户群，客户关系，渠道，收入流，价值主张和合作伙伴。最后作者尝试联系理论框架，提 出了爱立信公司在这一领域的长期发展的一些可行性建议。 关键词: 商业模式创新，数据分析，5G，产业互联网 II Abstract Different with 3G/4G technology, which was designed for end-consumers, 5G technology more focuses on Industrial Internet commercialization. And data analytics plays a more and more important role in it. Data analytics will be deeply integrated in the vertical industry to solve the pain points and implement the application scenarios. As one of the global leaders in the communications industry, Ericsson is requested to innovate its business model to win the new market of digital service. Otherwise, it will be limited to current business scope and can’t get enough return of huge 5G R&D investment. Current situation and problems in Ericsson's data analytics-driven business model innovation process are studied according to the theoretical framework. According to the literature, data analytics method can be divided in three groups based on the usage of the data: descriptive analytics, predictive analytics and prescriptive analytics. Different methods are applied for different business areas and models. There are three types of business model innovation: innovation platform, internal VC funds and acquiring startup companies. And there are three common business models which are data analytics centered: data as a service, information as a service and answer as a service. In addition, business model canvas tool can clearly represent business models. In general data analytics will impact business areas of customer relation, product/service innovation and operations. Business model innovation is not easy to take in big organizations because of the impediments related with consciousness, systems, logic, culture and so on. By collecting public documents and surveys from Ericsson employees, Ericsson's current business model is presented by business model canvas tool. From the surveys, Ericsson is working on the way of business model innovation to win the new market. Regarding the type of business model innovation, Ericsson is likely to acquire small companies. In terms of the methods of data analytics, Ericsson mainly adopts predictive and prescriptive analytics in different processes. In the data-driven business model, Ericsson thinks that IaaS is the best one, but also try other ones in specific scenarios. The business areas to apply data analytics in Ericsson are customer relation, product/service innovation and operations. The impediments of innovation in Ericsson are mainly related to consciousness and culture. Based on the information, a business model canvas including data analytics is given for Ericsson. From the canvas, the most affected areas by data analytics are customer segments, customer relationships, channels, revenue streams, value propositions and partners. Finally, below action III proposals are given for Ericsson long-term development in this area: creating internal innovation platform, promoting innovation culture and developing data analytics competence. Key words: Business Model Innovation; Data Analytics; 5G; Industrial Internet; IV 目录 专用术语注释表 ...................................................................................................................................................... V 第一章 绪论 ............................................................................................................................................................. 1 1.1 选题背景 .................................................................................................................................................... 1 1.2 研究意义 .................................................................................................................................................... 2 1.3 研究内容与框架 ........................................................................................................................................ 2 第二章 数据分析和商业模式创新理论综述 ......................................................................................................... 4 2.1 数据分析及其重要性 ................................................................................................................................ 4 2.1.1 投资数据分析的必要性 ................................................................................................................. 5 2.1.2 数据分析方法 ................................................................................................................................. 6 2.2 商业模式及商业模式创新 ........................................................................................................................ 7 2.2.1 商业模式概念 ................................................................................................................................. 7 2.2.2 商业模式创新的必要性 ................................................................................................................. 8 2.2.3 商业模式创新的类型 ..................................................................................................................... 9 2.2.4 商业模式创新的障碍和解决方案................................................................................................ 10 2.3 数据分析驱动的商业模式创新 ...............................................................................................................11 2.3.1 数据分析为中心的商业模式 ........................................................................................................11 2.3.2 数据分析驱动商业创新的定位和策略 ........................................................................................ 12 2.3.3 数据分析创新商业模式的应用领域 ............................................................................................ 13 2.4 本章小结 .................................................................................................................................................. 13 第三章 爱立信企业介绍和数据采集方法 ........................................................................................................... 15 3.1 爱立信企业介绍 ...................................................................................................................................... 15 3.2 数据采集方法 .......................................................................................................................................... 16 3.3 本章小结 ..