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论文编号：	6946
作者编号：	2120122776
上传时间：	2014/12/8 20:14:45
中文题目：	母婴服务企业商业模式创新研究
英文题目：	Research on Family Nurse Service Company’s Business Model Innovation
指导老师：	李姝
中文关键字：	母婴服务 商业模式 O2O商业模式
英文关键字：	Maternal and Child services Business model O2O Business model
中文摘要：	新生儿父母往往通过传统的母婴服务机构获得对孕产妇和新生儿的护理、保健和保育方面的知识，这些机构所提供的孕产妇和新生儿护理和育儿指导的不科学、不系统、不全面的问题，不能满足新一代新生儿父母的需要。本文对现有的母婴服务企业商业模式加以研究，期望能够在现有商业模式基础上创新，探索一个符合中国国情的母婴服务公司的创新商业模式，希望能够为母婴服务企业提供经营管理的借鉴。本文选择双边市场理论和商业模式理论作为对母婴服务市场研究的理论基础，并以此为依据界定出母婴服务企业商业模式的内涵及其构成要素。本文采用实地调查研究的方法，通过访谈、实地考察、参与式调查、收集相关资料等多种方式获得需要的调查资料，通过对观察资料、访谈资料、关联式登录归类等方法，提炼出本文的主题和要点。紧接着本文以AY公司作为案例，对该公司的商业模式现状从客户价值主张、盈利模式、关键资源和关键流程展开分析研究，挖掘该公司的商业模式存在的问题。通过对AY公司商业模式及其问题的整理、归纳和分析，针对性地构建一个创新的母婴服务企业O2O(Online To Offline)平台商业模式，并提出具体实施步骤和保障对策。最后提炼出本文的研究结论：传统的母婴服务企业的商业模式能够按照商业模式四要素的理论进行分解，然后通过对各个要素的创新，该商业模式通过AY公司运营实践，以实例的方式说明母婴服务O2O平台商业模式具有可操作性的，创新的商业模式能够为大多数母婴服务企业的经营管理所借鉴。有鉴于此，希望通过创新的商业模式对提高母婴服务企业质量和管理水平有积极的促进，从而提升中国母婴服务整体水平有所帮助。
英文摘要：	Newborn parents often through the traditional service from mother to child on maternal and neonatal care, health care and conservation of the knowledge of the respect, these institutions of maternal and newborn care and parenting guidance provided no science, no system, no comprehensive problem, cannot satisfy the need of a new generation of neonatal parents. The maternal and infant service enterprise business model in this paper, the existing study, hope on the basis of the existing business model innovation, explore a nursing services which accords with the situation of China in the company's innovative business model, and hope to be able to offer management reference for nursing services enterprises. This paper choose the bilateral market theory and business model theory as the theoretical basis for maternal and child services market research, and on this basis to define the connotation of maternal and infant service enterprise business model and its constituent elements. This article adopts the method of field investigation and study, through interviews, field survey, participatory research, collect related information needed data in a variety of ways, through the observation, interview data, relational login classification methods, such as extracting the elements and the topic of this article. Then to raise AY Company as an example, this paper present situation of the company's business model from the customer value proposition, profit model, key resources and key process analysis and research, the problems existing in the excavation of the company's business model. AY company business model was put forward by the problem of sorting, induction and analysis, targeted To build an innovative nursing services enterprises O2O (Online To Offline) platform business model, and put forward the concrete implementation steps and the safeguard measures. Finally extracted in this paper, the research conclusion: the traditional nursing services enterprise business model can be carried out in accordance with the business model of four elements theory decomposition, and then through the various elements of the innovation, the business model through the AY company operating practice, by way of example shows that maternal and child services O2O platform business model operable, innovative business model to serve most of the maternal and infant enterprise operation and management of reference. For this reason, hope that through innovative business models to improve the quality of nursing services enterprises and promote management level have a positive, so as to improve the overall level of China's maternal and children service.
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