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论文编号：	8668
作者编号：	2120142569
上传时间：	2016/12/6 23:15:18
中文题目：	JZ公司商业模式再设计及实施研究
英文题目：	A Research on Redesign and Implementation of the business Model in JZ Co. Ltd
指导老师：	薛红志
中文关键字：	商业模式；精益创业；物联网
英文关键字：	Business Model； Lean model business startup；Internet of Things
中文摘要：	“智慧城市”、“智慧交通”、“智慧物流”越来越多的走进人们的生活之中，其实现的基础便是通过物联网技术——一个实现全球物品信息实时共享的智能系统。物联网是互联网的应用拓展，应用创新是物联网发展的核心，以用户体验为核心的创新是物联网发展的灵魂。我国的物联网产业刚刚起步，行业中的初创企业由于缺乏成熟稳定的市场，造成市场推广慢，客户很难认可物联网提供的价值。如作为本文案例的JZ公司，针对企业物流研发的物联网包装盒及云平台服务，由于不存在成熟结构的市场以及客户对该产品的认知缺乏，盈利水平无法稳定提高。 本文以商业模式作为基础，将物联网企业作为切入点进行研究，分析物联网初创企业的新型商业模式。从理论研究角度，将精益创业与商业模式进行融合，针对物联网初创企业进行匹配调整，利用精益画布对商业模式进行清晰的展示。从JZ公司运营的实践角度，反思传统管理方式对其造成的不良影响，重新对JZ公司的商业模式进行再设计。通过精益画布将商业模式中的重要模块进行重新验证，根据客户访谈的总体情况对模块进行调整，关注模块间的联系。通过价值链中活动将再设计的商业模式落地实施，同时运用各种保障措施。价值链能够表现出商业模式在实施过程中价值的改变，更能够针对问题进行及时调整。 本文首先介绍了商业模式理论，精益创业以及价值链理论。作为商业模式表现工具的精益画布进行描述，介绍商业模式的主要模块及模块间的关系。其次对JZ公司的宏观环境、内部基本情况及当前商业模式进行介绍。主要运用PEST分析和五力模型对物联网行业整体环境进行分析，对JZ公司团队、产品服务及目前发展情况进行叙述。根据目前经营情况总结出现有商业模式以及JZ公司目前面临的问题。然后利用精益创业对JZ公司的商业模式进行再设计。最后运用价值链活动实施新商业模式，阐述多项保障措施，保证此次创新变革的顺利推进。 本文的意义在于通过JZ公司这个物联网行业的初创企业，表现出商业模式对于初创企业的重要性。初创企业的行动核心必须是客户需求，解决方案的设计也必须以客户认可购买为目标。企业的发展过程中始终让客户参与其中，用客户的愿望指引发展方向，这样才能减少弯路，降低资源浪费，提高生存能力。
英文摘要：	Based on the “Internet of Things” technologies, an intelligent system which could enable global commodity information to be real time shared, “Smart City”, “Smart Transportation” and “Smart Logistics” are gaining their popularity in our daily life. As an applied extension of the Internet, innovative applications arethe core of the “Internet of Things” technologies’ development, of which the soul is user experience oriented innovation. The domestic “Internet of Things” industry is in its infancy. For lacking a mature and stable market, some infant enterprises have to face those problems like low efficient marketing and value of service disapproval. Take the JZ Company for example, its “Internet of Things” packet as well as cloud platforms solutions are aimed at logistics for enterprises. However, its profitability can’t make steady improvement for those two problems mentioned before. Based on business models, the text will focus on those infant enterprises in “Internet of Things” industry. Theoretically, make matched restructuring toward infant enterprises, then reveal it with “lean model canvas”. Practically, introspect the former management framework of JZ Company, then redesign it. Re-verify those vital modules of the business model through “lean model canvas”, then restructure those modules according to client interviews. Apply those redesigned business model through the value chains as well as utilize safeguard measures. The value chains could reveal the transformation of the value of business models during the process. Moreover, adjustments could be made to fix any possible issues. Firstly, the text describes the business model, lean innovation and value chain theories. Refer to the “lean model canvas” as the performance of business model, then introduces the vital modules along with the reactions inside. Secondly, the text describes the macro-environment, general situation and the current business model of JZ Company. Analyze the “Internet of Things” industry with “PEST Analysis” and “Michael Porter’s Five Forces Model”. Reveal the team of company, product service and current situation to summarize current business model as well as its problem.Thirdly, redesign the business model with “lean model canvas”. Finally, activate the new model through value chain activities and describe multiple safeguard measures to ensure the achievement. With analyzing the JZ Company, the text is aiming to reveal the importance of business model for infant enterprises. Infant enterprises must focus on the clients’ demands as well as design the solutions aimed at clients’ approval. Only when the clients’ demands determine the direction of the companies’ development could enterprises decrease the waste of resources and increase the commercial viability.
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