MBA教育中心知识库

军民融合发展作为国家战略，是党中央长期探索经济建设和国防建设协调发展规律的重大成果，也是从国家安全和发展全局出发作出的重大决策。目前，军民融合发展开始迈入相对成熟阶段，将为实现中国军民融合2030年和2050年发展目标奠定坚实基础。通过分析军民融合项目商业模式存在问题，并加以解决，对于助力军民融合项目健康发展既重要又紧迫。

本文在梳理大量国内外关于军民融合商业模式的文献的基础上，以京东物流军民融合ZBBZ项目为例，通过运用“魏朱六要素”商业模式模型及产业价值链理论等，展开对项目商业模式的分析。文章首先在简要介绍美国、日本、欧洲等国家军民融合项目商业模式的基础上，分别总结了其优缺点，为后续的研究做铺垫。其次，文章基于魏朱六要素的六个维度介绍了京东物流军民融合ZBBZ项目的商业模式的现状，在此基础上，运用访谈法，从军队方面了解了该商业模式存在的问题，基于问题，从京东物流方面了解了问题存在的原因。最后，依据产业价值链理论等，结合外国军民融合商业模式的优缺点，针对京东物流军民融合ZBBZ项目商业模式存在的问题及成因，给出了相应的对策。

 希望本文的研究成果能够帮助解决京东物流军民融合项目的现有问题，提高竞争力，能够更加适应市场变化，提升用户体验，确保项目的长期运营和盈利能力。

As a national strategy, military-civilian integration is a major achievement of the CPC Central Committee's long-term exploration of the law of coordinated development of economic construction and national defense construction, and a major decision made from the overall perspective of national security and development. At present, the development of civil-military integration has begun to enter a relatively mature stage, which will lay a solid foundation for realizing the development goals of China's civil-military integration in 2030 and 2050. It is important and urgent to analyze and solve the problems in the business model of civil-military integration projects to help the healthy development of civil-military integration projects.

On the basis of reviewing a large number of domestic and foreign literature on military-civilian integration business models, this paper takes Jingdong Logistics military-civilian integration ZBBZ project as an example, and analyzes the business model of the project by applying the "six elements of Wei and Zhu" business model and industrial value chain theory. Based on a brief introduction of the business models of civil-military integration projects in the United States, Japan, Europe and other countries, the paper summarizes their advantages and disadvantages respectively to pave the way for subsequent research. Secondly, based on the six dimensions of the six elements of Wei and Zhu, the paper introduces the current situation of the business model of Jingdong Logistics military-civilian integration ZBBZ project. On this basis, the paper uses the interview method to understand the problems of the business model from the military side, and the reasons for the problems from Jingdong logistics side. Finally, according to the theory of industrial value chain and the advantages and disadvantages of foreign military-civilian integration business models, the paper gives corresponding countermeasures for the problems and causes of the business model of Jingdong Logistics military-civilian integration ZBBZ project.

It is hoped that the research results of this paper can help solve the existing problems of the military-civilian integration project of Jingdong Logistics, improve its competitiveness, better adapt to market changes, enhance user experience, and ensure the long-term operation and profitability of the project.