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论文编号：	15066
作者编号：	2320224037
上传时间：	2024/12/10 9:25:40
中文题目：	R宠物食品公司商业模式研究
英文题目：	Research on The Business Model of R Pet Food Company
指导老师：	任星耀
中文关键字：	商业模式；宠物食品；市场竞争
英文关键字：	Business models; Pet food; Market competition
中文摘要：	在过去的五年里，宠物食品行业经历了快速而动态的发展，成为了一个充满活力和潜力的市场。据统计，全球宠物食品市场规模从2019年的约300亿美元增长到2024年的预计超过400亿美元，年复合增长率达到了超过5％。在全球数字化转型的背景下，我国传统宠物食品公司面临着激烈的市场竞争，不得不关注商业模式以保持竞争力。正如世界级管理学大师彼得·德鲁克说：“当今企业之间的竞争，不是产品和服务之间的竞争，而是商业模式之间的竞争。”因此，企业的商业模式研究对于该企业的竞争优势培养十分的重要。本文是以R宠物食品为研究对象，在宠物食品行业竞争日益激烈的市场环境下，本文旨在助力该公司进行商业模式的优化设计分析，对其后期的发展具有一定的参考意义。 作者首先通过宠物食品行业的发展概况和历程梳理，对整个宠物食品行业的发展情况进行分析，并结合相关行业报告总结出宠物食品行业未来发展趋势的分析，给后期的商业模式优化方向提出打下基础。其次，对R宠物食品发展的历史沿革和面临的竞争环境进行分析，并对该公司优劣势、机会与威胁情况，对其进行了SWOT分析。然后，通过核心部门访谈和现状分析的形式对商业模式的问题进行梳理总结，并基于问题点对R宠物食品商业模式优化提供方向。 本文基于商业模式四要素理论基础，从价值主张、盈利模式、关键资源和关键流程四个方面梳理出了R宠物食品目前商业模式存在的问题。在价值主张方面问题是客户价值主张缺乏特色；盈利模式的问题是盈利模式过于传统；关键资源方面的问题是内外部关键资源未充分开发；关键流程方面的问题则是研发及供应链流程管理效能低下。后文针对以上的问题对应的要素模型进行了商业模式优化设计研究，价值主张方面的优化方向是：从“单一选择的信赖”到“多样需求的个性化满足”；基于经验的客户服务到基于数据的精准关怀。盈利模式方面的优化方向是：“自营+分销”驱动的产品盈利到“产品+服务”的盈利模式；海外市场B端依赖的单一盈利到全渠道驱动的B+C端多元盈利。关键资源方面优化方向是：外部资源“供应”模式到“合作”模式；传统人力资源管理到人才大数据模型管理。关键流程方面的优化方向是：自主研发体系到数字化研发平台；传统供应链管理到云计算平台网络化管理。最后作者从企业创新文化与财务资源保障、人力资源相关的人才梯度组建及培训和激励机制建设保障、大数据和云计算技术支持等技术支持保障三个方面进行优化设计的实施保障探讨。 本文的研究成果将理论与实践相结合，一方面有助于R宠物食品公司商业模式优化提供参考方向，促进该公司的市场竞争力培养和可持续发展；另一方面也可以为宠物食品行业同行在未来商业模式规划方面提供一定借鉴意义。
英文摘要：	In the past five years, the pet food industry has experienced rapid and dynamic growth into a dynamic and promising market. According to statistics, the global pet food market size has grown from approximately USD 30 billion in 2019 to an estimated more than USD 40 billion in 2024, reaching a CAGR of more than 5%. Against the backdrop of global digital transformation, traditional pet food companies in China are facing fierce market competition and have to focus on business models to remain competitive. As Peter Drucker, a world-class management guru, said, “The competition between companies today is not between products and services, but between business models.” Therefore, the study of business model of a company is very important for the development of competitive advantage of that company. This thesis is to R pet food as the research object, in the pet food industry increasingly competitive market environment, this thesis aims to help the company to optimize the design analysis of the business model, which has a certain reference significance for its later development. The authors firstly analyze the development of the whole pet food industry by combing the development overview and history of the pet food industry, and summarize the analysis of the future development trend of the pet food industry by combing the relevant industry reports, which lays the foundation for the optimization direction of the business model proposed at a later stage. Secondly, the historical evolution of the development of R Pet Food and the competitive environment faced by the company were analyzed, and a SWOT analysis of the company's strengths and weaknesses, opportunities and threats situation was conducted. Then, the problems of the business model are sorted out and summarized in the form of interviews with core departments and analysis of the current situation, and the direction of optimization of R Pet Food's business model is provided based on the problem points. Based on the four elements of business model theory, this thesis summarizes the problems of R Pet Food's current business model from four aspects: value proposition, profit model, key resources and key processes. In terms of value proposition, the problem is that the customer value proposition lacks characteristics; in terms of profitability model, the problem is that the profitability model is too traditional; in terms of key resources, the problem is that the internal and external key resources have not been fully developed; and in terms of key processes, the problem is that the R&D and supply chain process management is ineffective. In the following section, the optimization design of the business model is studied with respect to the element models corresponding to the above problems, and the optimization direction of the value proposition is: from “single-choice trust” to “personalized satisfaction of diverse needs”; from experience-based customer service to data-based Precise care. The optimization direction of profitability model is: from “self-management + distribution” driven product profitability to “product + service” profitability model; from single profitability relying on B-end in overseas market to multi-profitability driven by omni-channel B+C-end. The optimization direction of key resources is: from “supply” mode to “cooperation” mode of external resources; from traditional human resource management to talent big data model management. The key process optimization direction is: independent R&D system to digital R&D platform; traditional supply chain management to cloud computing platform network management. Finally, the authors discuss the implementation guarantee of optimization design from three aspects: enterprise innovation culture and financial resources guarantee, human resources related talent gradient formation and training and incentive mechanism construction guarantee, and technical support guarantee such as big data and cloud computing.. The research results of this thesis combine theory and practice, on the one hand, it helps R pet food company business model optimization to provide reference direction and promote the company's market competitiveness cultivation and sustainable development; on the other hand, it can also provide certain reference significance for the pet food industry counterparts in the future business model planning.
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