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论文编号：	14348
作者编号：	2320213572
上传时间：	2023/12/12 11:20:43
中文题目：	YS广告公司商业模式研究
英文题目：	Research on the Business Model of YS Advertising Company
指导老师：	牛芳
中文关键字：	中小型广告公司，新媒体，商业模式画布，商业模式创新
英文关键字：	Small and medium-sized advertising companies, new media, business model canvas, business model innovation
中文摘要：	YS广告公司是一家创立于天津的中小型广告公司。多年来YS公司一直致力于“打造高质量的广告产品”，其业务内容主要是视觉设计、方案策划、广告物料制作、会议展览服务等传统广告业务，虽然其商业模式比较单一，但由于早期广告市场环境较好，使得YS公司在业内有一定的知名度。但自2017年以来，电商快速发展，传统业态市场份额不断缩减，给传统媒体带来了挑战。2020年新冠疫情爆发以及人工智能时代的到来，让新媒体在市场中异军突起。在新经济形势和市场环境下，市场竞争愈发激烈，由于YS公司的经营项目主要集中于传统媒体，导致YS公司的营业额大幅下降。 在目前的背景条件下，对YS公司的商业模式进行研究。通过发现问题、提出问题和解决问题的研究思路，利用多种环境分析模型以及商业模式画布模型作为研究方法。对YS广告公司的外部经营环境以及内部环境和竞争力进行分析，最后以商业模式画布九大模块为基础，结合时代特点和行业趋势，对YS公司的商业模式现状以及优化进行讨论。 综合多种研究方法得出结论：目前YS广告公司的发展困境是由于其现有的商业模式不再适合新经济形势和市场环境的要求，并对YS公司的商业模式提出优化方案。研究发现YS广告公司需要将价值主张着眼于全媒体渠道的品牌价值提升；重新进行市场定位，将重点资源投入细分市场营销和客户服务中；完善新媒体渠道和生产供应链；调整内部组织架构，加强新媒体人才培训，鼓励内部创业等，并基于此优化方案提出相应的实施及保障措施。 目前广告行业正处于变革时期，很多与YS公司相似的中小型广告公司都面临相同困境，本文所提出的商业模式优化及保障措施对同类型企业具有一定借鉴意义。
英文摘要：	YS Advertising Company is a small and medium-sized advertising company founded in Tianjin. For many years, YS Company has been committed to "creating high-quality advertising products". Its business mainly focuses on traditional advertising businesses such as visual design, activity Planning, advertising material production, conference and exhibition services. Although its business model is relatively single, due to the good early advertising market environment, YS Company has a certain level of popularity in the industry. But since 2017, e-commerce has developed rapidly, and the market share of traditional formats has been continuously shrinking, posing challenges to traditional media. The outbreak of the COVID-19 in 2020 and the arrival of the era of artificial intelligence have made new media a new force in the market. In the new economic situation and market environment, market competition is becoming increasingly fierce. Due to the concentration of YS company's business projects on traditional media, YS company's revenue has significantly decreased. Under the current background conditions, conduct research on the business model of YS Company. By identifying, proposing, and solving problems, various environmental analysis models and business model canvas models are utilized as research methods. Analyze the external business environment, as well as the internal environment and competitiveness of YS Advertising Company. Finally, based on the nine modules of the business model canvas, combined with the characteristics of the times and industry trends, discuss the current situation and optimization of YS Advertising Company's business model. The conclusion drawn from multiple research methods is that the current development dilemma of YS Advertising Company is due to its existing business model no longer being suitable for the requirements of the new economic situation and market environment, and optimization plans are proposed for YS Company's business model. Research has found that YS advertising companies need to focus their value proposition on enhancing brand value across all media channels；Re positioning the market and investing key resources in marketing and customer service in segmented markets; Improve new media channels and production supply chains；Adjust the internal organizational structure, strengthen new media talent training, encourage internal entrepreneurship, and propose corresponding implementation and guarantee measures based on this optimization plan. At present, the advertising industry is in a period of transformation, and many small and medium-sized advertising companies similar to YS Company are facing the same difficulties. The business model optimization and guarantee measures proposed in this dissertation have certain reference significance for similar enterprises.
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