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论文编号：	8791
作者编号：	2120142876
上传时间：	2016/12/8 16:05:35
中文题目：	BL整合营销公司商业模式研究
英文题目：	Research on the Business Model of
指导老师：	张玉利
中文关键字：	BL整合营销公司；商业模式；价值创新
英文关键字：	integrated marketing; business model; value innovation
中文摘要：	随着国民经济的增速发展，服务业以其强大的关联效应和经济带动作用，已逐渐发展成为促进我国经济和社会发展新的产业亮点。BL整合营销公司作为国内最早脱离旅行社的主体，独立进行MICE业务的团队，经过十几年的发展，已经走在整合营销行业前列，特有的运营模式和资源采购模式、组织架构及团队管理构成了特有的商业模式。本文将理论和实践相结合，使用相关理论作为分析依据，利用商业模式画布这一分析工具，对BL整合营销公司商业模式进行全面分析，包括要素分析和商业模式评估，给出针对BL整合营销公司的价值创新的商业模式改进建议，以提高其可实践性。具体而言，文章分为五个部分，第一部分梳理营销服务业的现状。第二部分对运用的理论及现有的研究进行回顾。第三部分是对BL整合营销公司现有的商业模式九要素进行分析。第四部分对BL整合营销公司的商业模型进行评估。第五部分给出BL整合营销公司商业模式基于价值创新的改进建议。本文旨在通过分析BL整合营销公司商业模式，评估其商业模式，找出可进行价值创新的替换要素，从而导出基于价值创新后的新商业模式。这对于正处在发展中期待做强做大以及亟待转型的传统MICE企业，在探求新商业模式的道路上带来一定的指导和参考意义。
英文摘要：	Alone with the geared-up development of national economy, the service industry with powerful correlation effect and economic leading role gradually develops into the light spot to improve national economy and social development. As the principle part disengaging from the travel agency inland, BL Integrated Marketing Company is an independent team engaging in the MICE business. By more than ten years’ development, BL Integrated Marketing Company has been at the forefront of the integrated marketing industry. Characteristic operation model, resource purchase pattern, organizational chart and team management constitute specific business model. Using related theory as the basis of analysis and business model canvas, this thesis makes an overall analysis combined with theory and practice on the business model of BL Integrated Marketing Company. With the factor analysis and the evaluation of business model, this thesis provides improvement recommendations on the area of value innovation for the business model of BL Integrated Marketing Company. In detail, this thesis divides into six parts. The first part states the current situation of marketing service industry. The second part reviews the relevant theory and the existing research. The third part analyzes the nine factors of business model canvas for BL Integrated Marketing Company. The fourth part evaluates the business model of BL Integrated Marketing Company. The fifth part provides improvement recommendations based on the value innovation for the business model of BL Integrated Marketing Company. This thesis aims to find out the replacement factors of value innovation on the basis of the analysis and evaluation of the business model of BL Integrated Marketing Company, and to create the new business model after the value innovation. This thesis also provides the guidance and reference on the pursuit of new business model for the traditional MICE enterprises expecting to grow stronger and larger and to transit promptly.
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