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论文编号：	6763
作者编号：	2120122928
上传时间：	2014/12/5 22:07:45
中文题目：	CSR公司“YL卡”项目的商业模式分析
英文题目：	The research of “YL card”business model of CSR Company
指导老师：	杜建刚
中文关键字：	成品油零售；商业模式；单用途商业预付卡
英文关键字：	refined oil retail; Business model; Single use prepaid card business.
中文摘要：	随着中国经济的快速发展，中国已成为世界的第二大原油进口国和消费国，2013年国内的成品油表观消费量已达到2.63亿吨。成品油消费量在快速的增长，成品油产业链在不断地完善，成品油零售行业也在不断地进行经营方式的不断提升。从2008年11月国家发改委发布执行“成品油价格形成机制”开始，成品油零售行业逐步走向定价市场化。成品油零售行业的经营方向逐步从货源渠道经营向市场客户经营方向转变。近年来，各行业主体不断根据自身特点，围绕提高市场增量，规范管理，创新经营模式，成品油零售市场不断出现了“规模化”、“标准化”、“多元化”、“优质服务”、“异业联盟”等经营形式。 CSR公司从事成品油批发和零售业务多年，属于当地成品油产业链的核心企业，公司利用新建的大型油库，与当地炼油企业、社会成品油零售企业和银行金融机构等主体，共同打造成品油零售一卡通平台。本文作者以CSR公司的“YL卡”的项目为例，通过例证分析和模型建立分析方法，对单用途商业预付卡在成品油零售行业的创新商业模式应用进行了论述。在本文中，做着按照商业环境分析理论，对成品油零售行业和单用途商业预付卡行业进行了综合分析，对“YL卡”项目的商业环境进行了分析，得出项目的发展规划；按照商业模式九要素理论对项目的商业模式进行梳理，建立项目的九要素商业模式模型，对该项目的商业模型各组成部分，进行了详细的分析和论述；按照九要素的构架，对“YL卡”项目的商业模式进行实施策略与发展规划的匹配分析，对项目商业模式的各要素进行配置，并作出分析。通过对“YL卡”项目的商业模式分析，得出传统成品油零售行业在商业模式创新时所需的条件，以及如何保障商业模式实施的保障要素。希望本文的分析能对同类行业的商业模式研究起到借鉴和示范的意义。
英文摘要：	With China's rapid economic development, China has become the world's second largest oil importer and consumer, in 2013, the domestic refined oil apparent consumption has reached 263 million tons. Oil consumption in rapid growth, refined oil industry chain in constant perfect, refined oil retail industry is in constant for the improving of the mode of operation. From November 2008, the national development and reform commission issued execute refined oil pricing mechanism, refined oil retail industry gradually towards marketization of pricing. Refined oil retail business direction gradually from the source channel management to the market customer business direction. In recent years, the industry body continuously according to their own characteristics, on raising the incremental market, standardize the management, innovation management pattern, the refined oil retail market appear constantly "scale", "standardized", "pluralism", "quality service", "different industry alliance", and other forms of business. CSR company engaged in refined oil wholesale and retail business for many years, belong to the core enterprise of the local oil industry chain, the new large oil companies to use, with the local oil refining enterprises, social refined oil retail and banking financial institutions such as the main body, to develop retail fuel all-in-one-card platform. In this paper, the author to CSR, "YL card" project as an example, through the example analysis and model analysis method, to the single use commercial prepaid card application in the innovation of the refined oil retail business model are discussed. In this article, doing according to the theory of business environment analysis, to the refined oil retail and single use prepaid business industry has carried on the comprehensive analysis of business environment of "YL card" project are analyzed, and it is concluded that the development of the project plan; Theory of nine elements according to the business model of the project business model, set up nine factors of project business model, business model, each component in the project has carried on the detailed analysis and discussion; According to the nine elements in architecture, business model of "YL card" project matching analysis of the implementation strategy and development planning for the project to configure all the elements of business model, and make analysis. Through the business model of "YL card" project analysis, it is concluded that the traditional retail fuel industry conditions, necessary in business model innovation and how to guarantee business model to implement the security elements. Hope this analysis have the meaning of reference and demonstration to the study of the business model of the same industry.
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