發(fā)布時(shí)間：2018-02-11 17:04

  本文關(guān)鍵詞： 特百惠(中國)有限公司 商業(yè)模式 創(chuàng)新 關(guān)鍵資源整合　出處：《湖南大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：商業(yè)模式的研究目前在國內(nèi)外是一個(gè)管理前沿和熱點(diǎn)關(guān)注的對象,商業(yè)模式創(chuàng)新在全球企業(yè)界更是引起了前所未有的重視,已經(jīng)成為企業(yè)增強(qiáng)核心競爭力、實(shí)現(xiàn)高成長、保持持續(xù)盈利,以及改變商業(yè)競爭格局的重要力量。商業(yè)模式創(chuàng)新研究也因此成為企業(yè)生存和發(fā)展的戰(zhàn)略重點(diǎn)。 本研究以特百惠(中國)有限公司作為研究對象,以商業(yè)模式及商業(yè)模式創(chuàng)新的相關(guān)理論為研究依據(jù),主要從商業(yè)模式構(gòu)成要素和商業(yè)模式創(chuàng)新途徑的角度出發(fā),按照現(xiàn)有商業(yè)模式的發(fā)展——面臨的問題——內(nèi)外部環(huán)境分析——商業(yè)模式創(chuàng)新方案設(shè)計(jì)——?jiǎng)?chuàng)新方案實(shí)施策略的技術(shù)路線,理論與現(xiàn)實(shí)數(shù)據(jù)相結(jié)合,提出了特百惠(中國)商業(yè)模式創(chuàng)新的原則、目標(biāo)、具體創(chuàng)新內(nèi)容以及實(shí)施策略。通過分析研究,本文為特百惠(中國)設(shè)計(jì)出商業(yè)模式的創(chuàng)新方案：以現(xiàn)有特許加盟店為基礎(chǔ),增加網(wǎng)上銷售渠道和理家培訓(xùn)中心服務(wù),創(chuàng)建出一個(gè)立體的業(yè)務(wù)系統(tǒng)；通過對盈利模式的重新設(shè)計(jì),對服務(wù)的重新定位和定價(jià),為企業(yè)構(gòu)建了不可復(fù)制的競爭優(yōu)勢；通過重新配置企業(yè)資源、調(diào)整企業(yè)價(jià)值鏈、重構(gòu)企業(yè)核心競爭力,使企業(yè)再度跨入低風(fēng)險(xiǎn)快速擴(kuò)張、高速增長的發(fā)展通道。同時(shí),本研究也為特百惠(中國)公司商業(yè)模式創(chuàng)新方案提出了以下的實(shí)施途徑：通過外包分成的模式建立網(wǎng)上銷售渠道并提高網(wǎng)絡(luò)營銷效率；通過分銷商建立“特百惠理家培訓(xùn)中心”推進(jìn)獨(dú)特的培訓(xùn)營銷服務(wù)模式；通過整合資源提高現(xiàn)有特許加盟店的效益,增加實(shí)體店的開店數(shù)量和存活率。 本文的研究有望對企業(yè)突破擴(kuò)張瓶頸,實(shí)現(xiàn)持續(xù)增長,重構(gòu)核心競爭力提供有益的參考和借鑒意義。
[Abstract]:At present, the research of business model is a management frontier and hot topic at home and abroad. Business model innovation has attracted unprecedented attention in the global business community, and has become an enterprise to enhance its core competitiveness and achieve high growth. To maintain sustainable profitability and to change the pattern of business competition, the research of business model innovation has become a strategic focus for the survival and development of enterprises. This research takes Tupahui (China) Co., Ltd as the research object, takes the business model and the related theory of the business model innovation as the research basis, mainly from the business model constituent factor and the commercial model innovation way angle, According to the development of the existing business model-the problem faced by the internal and external environment analysis-business model innovation scheme design-innovation scheme implementation strategy of the technical route, theory and practical data combined, This paper puts forward the principles, objectives, specific innovation contents and implementation strategies of Tupperware (China) business model innovation. This paper designs the innovative scheme of business model for Tupperware (China): based on the existing franchise stores, increasing online sales channels and training center services, creating a three-dimensional business system; By redesigning the profit model, repositioning and pricing the service, it constructs the non-replicable competitive advantage for the enterprise, reconfigures the enterprise resources, adjusts the enterprise value chain, and reconstructs the core competence of the enterprise. So that the enterprise once again enter the low risk rapid expansion, high-speed growth channel. At the same time, This study also puts forward the following implementation approaches for Tupperware (China) Company's business model innovation: establishing online sales channels and improving the efficiency of online marketing through the mode of outsourcing division; To promote the unique training and marketing service mode through the establishment of "Tupperware training Center" by distributors, to improve the efficiency of existing franchise stores by integrating resources, and to increase the number and survival rate of physical stores. The research in this paper is expected to provide a useful reference for enterprises to break through the bottleneck of expansion, to achieve sustained growth, and to reconstruct the core competitiveness.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F416.72

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本文編號：1503556