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论文编号：	11025
作者编号：	2120162900
上传时间：	2019/6/17 21:27:44
中文题目：	C电梯公司商业模式研究
英文题目：	Research on Business Model of C Elevator Company
指导老师：	薛红志
中文关键字：	别墅电梯；商业模式；市场细分；高端市场；价值主张
英文关键字：	Villa Elevator; Business Model；Market Segmentation； High-End market；Value Proposition
中文摘要：	C电梯公司是世界领先的螺杆式驱动电梯制造商之一，为全球用户定制打造安全的升降平台式电梯，经过近72年的发展历程，在全球50多个国家和地区销售、安装C电梯公司的产品超过40,000台，为全球用户提供出行便利。然而进入中国市场的十几年时间里，销量经历过猛涨，但面对整个市场需求，以及当前多变的复杂外界环境，如国家政策，竞争对手等因素，现在是明显内生动力不足，抗风险能力较差等诸多问题。目前中国已经成为全球最大的电梯提供和需求商，尽管在行业内C电梯公司的综合实力处于前列，但是要实现企业在竞争形势日益加剧的市场中的生存与发展，最为关键的因素还是从公司层面和业务层面出发进行与自身相适应的商业模式的制定与实施。 本文以C电梯公司为案例，以商业模式这一企业经营的共性问题作为选题背景，首先从商业模式的概念定义出发，回顾了商业模式得提出过程，然后利用商业模式工具分析了C电梯公司市场细分、价值主张、关键资源、关键活动以及渠道等商业模式要素间的联系；同时在确定标杆瞄准对象奥的斯（Otis）电梯公司的基础上，明确C电梯公司的价值主张，为高端别墅、复式楼业主提供定制化产品和服务，再结合PEST分析出C电梯公司外部宏观环境、内部资源能力的优劣势以及面临的挑战，例如制度不完善、人才短缺、营销能力欠缺、企业文化未建立等问题。针对C电梯公司以上存在的问题，结合C公司当前内外部环境分析，得出问题的根源在于基础管理与商业模式活动中存在的关键问题，为了增强企业竞争优势、增强企业市场占有率、提升企业品牌知名度，对C公司进行了商业模式优化。 文章最后提出了商业模式优化目标和指导原则，为商业模式优化方案实施提供保障，以确保优化方案得以有序推进、有效落地。
英文摘要：	C Elevator Company is one of the world's leading manufacturers of screw-driven elevators. It customizes and builds safe elevators for global users. After nearly 72 years of development, more than 40,000 products of C Elevator Company have been sold and installed in more than 50 countries and regions around the world, providing travel convenience for global users. However, in the past ten years, sales have experienced a sharp rise, but in the face of the whole market demand, as well as the current changeable and complex external environment, such as national policies, competitors and other factors, it is now obvious that the endogenous power is insufficient, and the ability to resist risks is poor and many other problems. At present, China has become the largest elevator supplier and demander in the world. Although the comprehensive strength of C Elevator Company in the industry is in the forefront, the most critical factor for the survival and development of enterprises in the increasingly competitive market is to formulate and implement business models that are suitable for them from the company level and business level. This paper takes C Elevator Company as an example,and takes business model as the common problem of enterprise management as the background of topic selection. Firstly, starting from the concept definition of business model, this paper reviews the process of putting forward business model, and then uses business model tools to analyze the relationship between C Elevator Company's business models, such as market segmentation, value proposition, key resources, key activities and channels. On the basis of determining the target of benchmarking for Otis Elevator Company, this paper clarifies the value proposition of C Elevator Company, provides customized products and services for owners of high-end villas and duplex buildings, and combines PEST analysis to find out the advantages and disadvantages of external macro-environment and internal resource capacity of C Elevator Company as well as the challenges it faces, such as imperfect system, shortage of talents, lack of marketing ability and enterprises. In view of the above problems of C Elevator Company and the analysis of its current internal and external environment, it is concluded that the root of the problem lies in the key problems existing in the basic management and business model activities. In order to enhance the competitive advantage of the enterprise, enhance the market share of the enterprise and enhance the brand awareness of the enterprise, the business model of C Elevator Company is optimized. Finally, the paper puts forward the objectives and guiding principles of business model optimization, which can provide guarantee for the implementation of business model optimization scheme, so as to ensure the orderly promotion and effective landing of the optimization scheme.
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