联系我们

论文查询结果	返回搜索

论文编号：	12849
作者编号：	2320190618
上传时间：	2021/12/10 19:53:41
中文题目：	波奇网商业模式及实施研究
英文题目：	Research on Business Model and Execution of Boqii
指导老师：	任星耀
中文关键字：	商业模式；互联网企业；宠物行业；波奇网
英文关键字：	Business Model；Internet-based firm；The pet industry；Boqii
中文摘要：	随着我国人口老龄化的进程加快，家庭结构也随之发生变化，“空巢老人”、“空巢青年”、“丁克家庭”日渐增多，越来越多的人将宠物视为情感寄托，越来越多的家庭选择饲养宠物作为日常陪伴。受政策、经济、社会和技术因素驱动，以及疫情带来的更多潜在养宠人群及情感消费，未来三年宠物行业将继续保持平稳增长。与此同时，宠物行业内部也面临各种新机遇和新问题：新养宠群体崛起，消费分级成为大势；新玩家、新力量跨界涌入、新品牌叠出；随之而来的是，竞争日趋白热化，产品生命周期变短，创新迭代提速；经营成本日益上升，盈利能力下降；产业整合步伐加速，企业边界不断被打破，宠物行业的竞争格局迎来一番新光景。而行业的快速增长，也会让市场的“淘汰”赛加速而来。加速赛中，终究要回到当今企业竞争的本质：商业模式之间的竞争。 作为国内首批兴起的互联网宠物企业的典型代表，波奇网经过十三年的探索与实践，已经从单一的“宠物社区”向“电子商务+服务与新零售+社交”三位一体的全方位互联网平台转型。总体来说，波奇网积攒了一定的经验并取得了一些成绩，但仍存在着问题与挑战。 本研究对波奇网面临的环境进行分析，主要包括所在行业的现状及趋势分析、企业概况、面临的竞争分析及SWOT分析四个部分。波奇网起步较早，并积极在行业上中下游布局，具有全产业链布局的先发优势，积累了海量数据的同时也获得了良好的口碑，具有较强的品牌知名度。但内部管理能力跟不上业务发展速度，组织协同力较差，对品牌的利用能力不足，人才培养难、流失高等问题也同时存在。伴随着养宠下沉、国货潮、数字技术等一些列发展机遇，互联网巨头的竞争威胁始终存在，疫情影响下经济环境的变化和国外资本的注入，都给波奇网的发展带来了极大的挑战。 为了寻求突破的方法，本文分析了波奇网商业模式的构成要素及商业模式在实施中的不足之处，包括收入来源不均衡、渠道管理能力差、合作伙伴管理能力不足、核心资源未充分开发利用以及关键业务整合性不足。并有针对性地提出了实施的改进方案，包括提升自营商城运营能力、重塑自有品牌、开拓新业务寻求新的利润增长点；根据用户属性分渠道获取目标用户，通过公益活动提升潜在用户好感度，通过行业展会、行业报告等提升业内整体影响力形成渠道的专门化和多样化；采用分级体系评价、技术手段规避、建立行业服务准则等方式加强对合作伙伴的管理；通过波奇母品牌优势的拓展、数据模型的多维搭建和应用充分开发核心资源；通过增删业务模块、按产品线调整业务结构等业务层面调整，配合用户端产品体验提升、商户端产品功能完善及内部产品流程优化等产品层面调整，统合综效发挥合力。最后分析了波奇网商业模式改进方案实施的保障，主要是组织保障、人力资源保障和数据安全与风险控制三个方面。 关键词：商业模式；互联网企业；宠物行业；波奇网
英文摘要：	With the accelerated process of population aging in China, the family structure has also changed, "empty nest elderly", "empty nest youth" and "DINK family" are increasing day by day. More and more people regard pets as emotional sustenance, and more and more families choose to keep pets as daily companionship. Driven by political, economic, social and technical factors, as well as more potential PET groups and emotional consumption brought by the epidemic, the pet industry will continue to maintain steady growth in the next three years. At the same time, the pet industry is also facing a variety of new opportunities and new problems: the rise of new pet groups, and consumption classification have become the general trend; new players, new forces influx across borders, and new brands overlap; as a result, the competition is becoming more and more intense, the product life cycle is shorter, and the innovation iteration is accelerated; operating costs are rising day by day and profitability is declining; with the accelerated pace of industrial integration and the continuous breaking of enterprise boundaries, the competition pattern of the pet industry has ushered in a new scene. The rapid growth of the industry will also accelerate the "elimination" competition in the market. In the acceleration competition, we must return to the essence of today's enterprise competition (i.e., the competition between business models). As a typical representative of the first batch of Internet-based pet firms in China, after 13 years of exploration and practice, BOQII has transformed from a single "pet community" to an all-round Internet platform of "e-commerce + service and new retail + social networking". Generally speaking, BOQII has accumulated some experience and made some achievements, but there are still problems and challenges. This thesis analyzes the environment faced by BOQII, mainly including four parts: current situation and potential analysis of the industry, enterprise overview, competition analysis and SWOT analysis. BOQII started early and actively distributed in the upstream, middle and downstream of the industry. It has the first-mover advantage of the layout of the whole industrial chain, accumulated massive data, good reputation and strong brand awareness. However, the internal management ability can not keep up with the business development speed, the organizational synergy is poor, the utilization ability of the brand is insufficient, the talent training is difficult, the loss is high, and other problems also exist at the same time. With a series of development opportunities such as the sinking of the pet market, the trend of Chinese products, and digital technology, the threat of competition from Internet giants has always existed. The changes of economic environment under the influence of the epidemic and the injection of foreign capital have brought great challenges to the development of BOQII. In order to find a breakthrough method, this thesis analyzes the constituent elements of BOQII 's business model and a series of problems encountered in the implementation of the business model, including unbalanced revenue sources, poor channel management ability, insufficient partner management ability, insufficient development and utilization of core resources and insufficient integration of key businesses. It also puts forward improvement plans, including improving the operating capabilities of self-operated malls, reshaping its own brands, exploring new businesses and seeking new profit growth points; acquiring target users by channels according to user attributes, enhancing the brand favorability of potential users through public welfare activities, enhancing the overall influence of the industry to form specialization and diversification of channels through industry exhibitions, industry reports, etc.; using grading system evaluation, technical circumvention and establishment of industry service standards to strengthen the management of partners; fully developing core resources through the expansion of BOQII parent brand advantage, multidimensional construction and application of data model; through business level adjustment such as adding or deleting business modules, adjusting business structure according to product line, and cooperating with product level adjustment such as improving product experience on the client side, improving product function on the merchant side and optimizing internal product process in order to realize the integrated effect. Finally, it analyzes the guarantee for the implementation of BOQII business model improvement plan, mainly in three aspects: organizational guarantee, human resource guarantee, and data security and risk control. Key words: Business Model；Internet-based firm；The pet industry；Boqii
查看全文：	预览  下载(下载需要进行登录)