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论文编号：	8624
作者编号：	2220140642
上传时间：	2016/11/30 10:48:36
中文题目：	江苏子禾家居有限公司商业模式研究
英文题目：	Research on the Business Model of Jiangsu Zihe Household Co., Ltd.
指导老师：	于仲鸣
中文关键字：	家居企业,大家居战略,商业模式
英文关键字：	Home business;Household grand strategy;Business model
中文摘要：	自2011年以来，社会宏观经济下行、家居行业产能过剩，家居企业本身销售额大幅降低，家居行业整体增速2014年到2015年持续下滑，传统家居企业转型势在必行。中国家居产业目前已经到了转型升级的关键时期，外部环境与内部条件都已具备，而其中最重要的商业模式转换是全行业共同面临的问题。江苏子禾家居有限公司成立于2014年，以衣柜、衣帽间、书柜、酒柜、鞋柜、电视柜、隔断柜、玄关柜等柜类产品为主营产品，为客户提供简约、环保、高质量的家居产品，是一家正处于发展期的定制家居企业。在面临行业转型时期，公司希望未来实现大家居战略，在这该战略愿景下，需要转变公司传统产品经营的商业模式，对未来公司的商业模式进行创新性探索，将具有一定的理论意义和现实意义。通过本文的研究，得出以下主要结论：第一，公司需要围绕价值网络，将企业各个活动统一起来，从产品经营者转变为一体化的解决方案提供者，并且建立市场渠道，形成一个O2O生态闭环，丰富利润驱动因素，从而提高商业模式的稳定性和盈利性。第二，通过对企业外部环境和自身条件分析，公司具有改进商业模式的必要性。江苏子禾有限公司现在企业面临的发展关键选择阶段，公司需要通过商业模式的改进来实现企业发展战略，降低经营风险、扩大销售规模，以提升企业的规模收益和效率。第三，公司商业模式主要内容是以大家居战略为基础，以优质和差异化的产品及服务为核心建立企业独特的价值主张，全力建设网上、网下的渠道，引入战略合作者、优质渠道商，打造紧密联系的价值网络，通过资源整合和终端消费者的维护保证企业持续赢利能力，最终通过建立合理盈利模式和采取营销策略提高公司市场占有额，形成企业行业中比较优势。第四，公司将采取O2O快速建店模式，将全力建设网上、网下的渠道，引入战略合作者、优质渠道商，打造紧密联系的价值网络，由原来单一的产品销售盈利模式转变为多元的盈利模式，提升企业价值创造。第五，为了保障商业模式方案的有效实施，提出了关于人力、财务资源、运营体系方面保障措施，包括创建学习型组织文化、多融资渠道积累财务资源扩大公司规模和建立O2O运营支持体系。
英文摘要：	Since 2011, the social macroeconomic has been faced a downturn. Household industry is also in a overcapacity. Household business has reduced sales significantly. The overall growth rate of household industry during 2014 to 2015 continued to decline. Now the traditional household business transformation is imperative. The external environment and internal conditions are already available. The most important business model transformation is the industry-wide problems. Jiangsu Zihe Household Co., Ltd. established in 2014 regards closet, cloakroom, bookcase, wine cabinet, shoe, TV cabinet, partition cabinet, cabinet and other cabinet products as the main products. It provides customers with simple, environmentally friendly, high-quality household products, which is a in a period of development. Through the research of this paper, the following main conclusions are drawn: Firstly, the company needs to focus on the value of the network to integrate various business activities, transforming from the product operator into an integrated household solution provider. The company will establish market channels to form a O2O ecological closed loop. This way will rich profit drivers and improve business model stability and profitability. Second, by analyzing the company external environment and their own conditions, the company has a necessity that should improve business model. Now，Jiangsu Zihe Co., Ltd. is facing the critical selection stage of enterprises’ development.The company needs to achieve business development strategy through improving business model，reduce business risk and expand sales scale, to enhance the scale of enterprise returns and efficiency. Thirdly, the main contents of the company's business model improvement is based on （large home strategy），and let the high-quality and different products and services as a core to establish a unique value proposition。Through the integration of resources and the maintenance of end consumers，the company ensure sustained profitability of enterprises。Ultimately， establishing a reasonable profit model and taking marketing strategies to improve the company's market share and found a comparative advantage in the enterprise industry. Fourthly, the company will take the O2O - the fast shop-building model that builds online and offline channel and introduces strategic partners and high-quality channel operators, and create closed contact value network, The model that transforms from the original single product sales profit model into multiple profit model, improves enterprise value creation. Fifthly, in order to guarantee the effective implementation of the business model improvement plan, the paper proposes the safeguard measures on human resource，financial resource and operation system，which is including creating learning organization culture, accumulating financial resources by multiple financial channel，enlarging company scale and establishing O2O operation support system.
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