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论文编号：	14410
作者编号：	2320213551
上传时间：	2023/12/14 12:26:59
中文题目：	石家庄TQ教育综合体商业模式改进研究
英文题目：	Research on Improving the Business Model of Shijiazhuang TQ Education Complex
指导老师：	杨玉武
中文关键字：	教育综合体 石家庄TQ教育综合体 商业模式 商业模式画布理论
英文关键字：	Education Complex；Shijiazhuang TQ Education Complex； Business Model； Business Model Canvas Theory
中文摘要：	在全国范围内线上消费严重冲击实体消费以及消费全面升级的大背景下，顺应商业体转型升级以及教育行业规模化、规范化的需求，教育综合体作为主题型商业的一个分支呼之欲出。通常情况下，教育综合体集合了教育、文化、艺术、体育、科技以及城市休闲、娱乐、体验等多种业态。作为城市商业发展的趋势之一，教育综合体存在的合理性在于多业态的组合极大程度满足了家庭多元化的消费需要、降低了家庭的时间成本和资金成本、在专业性和安全性上提供了更大的保障等。但是教育综合体作为一种存在不足十年的物业形态在项目投资回收、招生、经营等方面存在诸多问题，因此其稳定健康发展必然需要探索出合适的商业模式做支撑。石家庄TQ教育综合体作为一个典型的以社区为依托的商业载体，自正式运行以来得到了周边家庭较大程度的认可，但其同样存在行业普遍性的问题和其自身特殊性的问题。 本文在对相关商业模式理论进行梳理的基础上，运用奥斯特瓦德的商业模式画布理论，研究了石家庄TQ教育综合体在价值主张、价值创造、价值传递、价值获取四个层面的问题，综合运用了服务营销、服务管理、运营管理等方面的理论知识，通过典型案例探究、问卷调查、人物访谈等方法，提出了石家庄TQ教育综合体商业模式的改进策略，以期解决石家庄TQ教育综合体在运营和发展过程中的痛点和难点，为其后续可持续发展提供理论支撑和实践指导。 论文中探究了石家庄TQ教育综合体在价值主张、客户细分、渠道通路、客户关系、关键业务、核心资源、重要合作、收入来源、成本结构九大要素中的优势与问题。在此基础上提出了其在价值主张优化、重构渠道通路、会员体系打造、核心资源打造、关键业务优化、共创价值网络搭建、收入来源优化、成本结构优化八个层面的改进策略，同时提出了改进策略的实施和保障措施。希望在石家庄TQ教育综合体的后续实际经营及连锁式发展的过程中得到借鉴和应用，同时为行业的发展提供一定的理论指导。
英文摘要：	Against the backdrop of the severe impact of online consumption on physical consumption and the comprehensive upgrading of consumption nationwide, in response to the transformation and upgrading of commercial entities and the demand for large-scale and standardized education industry, education complexes are emerging as a branch of themed commerce. Typically, educational complexes combine various formats such as education, culture, art, sports, technology, as well as urban leisure and entertainment. As one of the trends in urban commercial development, the rationality of the existence of educational complexes lies in the fact that the combination of multiple formats greatly meets the diverse consumption needs of families, reduces the time and capital costs of families, and provides greater protection in terms of professionalism and safety. However, as a property form that has existed for less than a decade, the education complex has many problems in project investment recovery, enrollment, and operation. Therefore, its stable and healthy development inevitably requires exploring suitable business models to support it. Shijiazhuang TQ Education Complex, as a typical community based commercial entity, has received significant recognition from surrounding families since its official operation. However, it also faces industry wide issues and its own unique characteristics. On the basis of sorting out relevant business model theories, this article uses Ostwald's business model canvas theory to study the problems of Shijiazhuang TQ Education Complex at four levels: value proposition, value creation, value transmission, and value acquisition. It comprehensively applies theoretical knowledge in marketing, service management, operation management, and other aspects, and uses methods such as typical case studies, questionnaire surveys, and character interviews, Proposed improvement strategies for the business model of Shijiazhuang TQ Education Complex, in order to address the pain points and difficulties in the operation and development process of Shijiazhuang TQ Education Complex, and provide theoretical support and practical guidance for its sustainable development in the future. The article explores the advantages and problems of Shijiazhuang TQ Education Complex in nine key elements: value proposition, customer segmentation, channel channels, customer relationships, key businesses, core resources, important collaborations, revenue sources, and cost structure. On this basis, improvement strategies were proposed at eight levels: optimization of value proposition, reconstruction of channel channels, creation of membership system, creation of core resources, optimization of key business, construction of co creation value network, optimization of revenue sources, and optimization of cost structure. At the same time, implementation and guarantee measures for improvement strategies were proposed. I hope to learn from and apply it in the subsequent practical operation and chain development of Shijiazhuang TQ Education Complex, and provide certain theoretical guidance for the development of the industry.
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