廣州GQ公司商業(yè)模式創(chuàng)新研究
發(fā)布時(shí)間：2019-01-20 16:48
【摘要】：近年來國內(nèi)宏觀經(jīng)濟(jì)增速放緩,互聯(lián)網(wǎng)技術(shù)快速發(fā)展及互聯(lián)網(wǎng)企業(yè)的迅速崛起,傳統(tǒng)企業(yè)市場競爭變得越來越激烈,用傳統(tǒng)的產(chǎn)品、服務(wù)的差異化策略已經(jīng)無法使企業(yè)在競爭中保持長久的競爭優(yōu)勢。面對市場競爭的加劇,越來越多的傳統(tǒng)企業(yè)開始考慮轉(zhuǎn)型與升級。管理大師Peter F.Drucker認(rèn)為：“當(dāng)今企業(yè)之間的競爭,不是產(chǎn)品之間的競爭,而是商業(yè)模式之間的競爭�！币虼�,商業(yè)模式對企業(yè)來說至關(guān)重要,而商業(yè)模式創(chuàng)新是企業(yè)可持續(xù)發(fā)展的根本,利用商業(yè)模式創(chuàng)新并獲得成功已經(jīng)成為互聯(lián)網(wǎng)時(shí)代傳統(tǒng)企業(yè)轉(zhuǎn)型的主要戰(zhàn)略規(guī)劃。本文以商業(yè)模式和商業(yè)模式創(chuàng)新的相關(guān)理論為基礎(chǔ),分析了GQ公司現(xiàn)有商業(yè)模式存在的問題及內(nèi)外部環(huán)境影響原因,根據(jù)GQ公司的實(shí)際情況,為GQ公司的商業(yè)模式提出了創(chuàng)新方案設(shè)計(jì)以及相應(yīng)的實(shí)施策略。通過分析研究,本文為GQ公司設(shè)計(jì)出商業(yè)模式的創(chuàng)新方案：重新定位,由快造型領(lǐng)導(dǎo)品牌轉(zhuǎn)變?yōu)榛瘖y服務(wù)領(lǐng)導(dǎo)品牌,創(chuàng)造了一個(gè)與眾不同全新的品類,從而與競爭對手拉開明顯差異,使GQ公司建立領(lǐng)導(dǎo)地位；由單一的實(shí)體店零售轉(zhuǎn)變?yōu)榫�上線下020模式,增加對目標(biāo)顧客的覆蓋,使顧客得到更為便利更為快捷的產(chǎn)品和服務(wù),創(chuàng)造更多的顧客價(jià)值；建立會(huì)員管理系統(tǒng),搭建會(huì)員體系,樹立“重會(huì)員、輕門店”意識,為020打基礎(chǔ)。本文內(nèi)容共分為6章。第一章,緒論。主要介紹本文的研究背景、目的與意義、基本內(nèi)容、研究方法和技術(shù)路線。第二章,文獻(xiàn)綜述。首先,對相關(guān)的商業(yè)模式及創(chuàng)新理論中外文獻(xiàn)資料進(jìn)行梳理和綜述,提煉出理論界對于商業(yè)模式概念與創(chuàng)新的主要觀點(diǎn)；其次,分析商業(yè)模式創(chuàng)新影響因素,進(jìn)一步探尋商業(yè)模式創(chuàng)新的關(guān)鍵驅(qū)動(dòng)因素與規(guī)律；最后,探討商業(yè)模式創(chuàng)新路徑形成的相關(guān)問題,商業(yè)模式創(chuàng)新的方法與路徑,以及互聯(lián)網(wǎng)經(jīng)濟(jì)下出現(xiàn)的創(chuàng)新商業(yè)模式介紹,為后繼的論文研究提供理論支持。第三章,GQ公司現(xiàn)有商業(yè)模式分析。簡介GQ公司概況、發(fā)展歷程和企業(yè)長遠(yuǎn)發(fā)展戰(zhàn)略目標(biāo)；對GQ公司現(xiàn)有商業(yè)模式進(jìn)行系統(tǒng)分析,以及現(xiàn)有商業(yè)模式面臨的問題。第四章,GQ公司商業(yè)模式創(chuàng)新的必要性分析。從商業(yè)環(huán)境、行業(yè)、競爭對手等外部環(huán)境變化和內(nèi)部條件變化等方面研究分析,提出GQ公司商業(yè)模式創(chuàng)新的必要性,通過商業(yè)模式的創(chuàng)新使企業(yè)進(jìn)入快速發(fā)展、持續(xù)盈利的發(fā)展階段。第五章,GQ公司商業(yè)模式創(chuàng)新研究。提出GQ公司商業(yè)模式創(chuàng)新策略,商業(yè)模式創(chuàng)新理論結(jié)論企業(yè)實(shí)際,提出GQ公司商業(yè)模式的創(chuàng)新方案總體思路,對創(chuàng)新方案設(shè)計(jì)了重新定位、線上線下結(jié)合業(yè)務(wù)系統(tǒng)、整合關(guān)鍵資源能力、建立會(huì)員管理系統(tǒng)等詳細(xì)的創(chuàng)新路徑,并提煉出其獨(dú)特的創(chuàng)新性。第六章,GQ公司商業(yè)模式創(chuàng)新方案實(shí)施途徑。提出GQ公司商業(yè)模式創(chuàng)新方案實(shí)施途徑,可能遇到的障礙以及相應(yīng)的有效實(shí)施保障措施。
[Abstract]:In recent years, the domestic macroeconomic growth rate has slowed down, the rapid development of Internet technology and the rapid rise of Internet enterprises, traditional enterprises market competition has become increasingly fierce, using traditional products, The strategy of service differentiation has not been able to maintain a long-term competitive advantage in the competition. Facing the aggravation of market competition, more and more traditional enterprises begin to consider transformation and upgrading. "the competition between enterprises today is not between products, but between business models," says Peter F.Drucker, a management guru. Therefore, business model is of great importance to enterprises, and business model innovation is the foundation of sustainable development of enterprises. Making use of business model innovation and achieving success has become the main strategic planning of traditional enterprise transformation in the Internet era. Based on the relevant theories of business model and business model innovation, this paper analyzes the problems existing in the existing business model of GQ Company and the causes of its internal and external environmental impact, according to the actual situation of GQ Company. This paper puts forward the innovative scheme design and corresponding implementation strategy for GQ's business model. Through the analysis and research, this paper designs the innovative plan of the business model for GQ company: repositioning, changing from the fast modeling leading brand to the cosmetic service leading brand, creating a brand new and different category. In order to open the obvious difference with the competition, make the GQ company establish the leading position; From a single brick-and-mortar retail to online and offline 020 mode, increasing the coverage of target customers, so that customers can get more convenient and faster products and services, and create more customer value; Set up the member management system, build the member system, set up the consciousness of "pay attention to the member, light the store", lay the foundation for 020. The content of this paper is divided into six chapters. Chapter one, introduction. This paper mainly introduces the research background, purpose and significance, basic content, research methods and technical route. Chapter two, literature review. First of all, the related business model and innovation theory of domestic and foreign literature review and summary, refining the theory of business model concept and innovation of the main point of view; Secondly, it analyzes the influencing factors of business model innovation, and further explores the key driving factors and rules of business model innovation. Finally, the paper discusses the related problems of business model innovation path, the method and path of business model innovation, and the introduction of innovative business model under the Internet economy, which provides theoretical support for the subsequent research. The third chapter, GQ company's existing business model analysis. This paper introduces the general situation, development history and long-term strategic goal of GQ Company, and systematically analyzes the existing business model of GQ Company and the problems faced by the existing business model. Chapter four analyzes the necessity of GQ's business model innovation. Based on the analysis of the changes of the external environment and internal conditions, such as the business environment, the industry and the competitors, this paper puts forward the necessity of the innovation of the business model of GQ Company, which makes the enterprise enter into the rapid development through the innovation of the business model. The stage of sustained profitability. The fifth chapter, GQ company business model innovation research. The innovation strategy of business model of GQ company, the theory of innovation of business model and the practice of enterprise are put forward. The general idea of innovation scheme of GQ company is put forward, and the innovation scheme is redesigned and integrated with the business system under line and line. Integration of critical resource capabilities, building member management systems and other detailed innovation paths, and refining its unique innovation. Chapter VI, GQ business model innovation program implementation approach. This paper puts forward the ways to implement the innovative business model scheme of GQ Company, the obstacles that may be encountered and the corresponding effective implementation measures.
【學(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F721.7
[Abstract]:In recent years, the domestic macroeconomic growth rate has slowed down, the rapid development of Internet technology and the rapid rise of Internet enterprises, traditional enterprises market competition has become increasingly fierce, using traditional products, The strategy of service differentiation has not been able to maintain a long-term competitive advantage in the competition. Facing the aggravation of market competition, more and more traditional enterprises begin to consider transformation and upgrading. "the competition between enterprises today is not between products, but between business models," says Peter F.Drucker, a management guru. Therefore, business model is of great importance to enterprises, and business model innovation is the foundation of sustainable development of enterprises. Making use of business model innovation and achieving success has become the main strategic planning of traditional enterprise transformation in the Internet era. Based on the relevant theories of business model and business model innovation, this paper analyzes the problems existing in the existing business model of GQ Company and the causes of its internal and external environmental impact, according to the actual situation of GQ Company. This paper puts forward the innovative scheme design and corresponding implementation strategy for GQ's business model. Through the analysis and research, this paper designs the innovative plan of the business model for GQ company: repositioning, changing from the fast modeling leading brand to the cosmetic service leading brand, creating a brand new and different category. In order to open the obvious difference with the competition, make the GQ company establish the leading position; From a single brick-and-mortar retail to online and offline 020 mode, increasing the coverage of target customers, so that customers can get more convenient and faster products and services, and create more customer value; Set up the member management system, build the member system, set up the consciousness of "pay attention to the member, light the store", lay the foundation for 020. The content of this paper is divided into six chapters. Chapter one, introduction. This paper mainly introduces the research background, purpose and significance, basic content, research methods and technical route. Chapter two, literature review. First of all, the related business model and innovation theory of domestic and foreign literature review and summary, refining the theory of business model concept and innovation of the main point of view; Secondly, it analyzes the influencing factors of business model innovation, and further explores the key driving factors and rules of business model innovation. Finally, the paper discusses the related problems of business model innovation path, the method and path of business model innovation, and the introduction of innovative business model under the Internet economy, which provides theoretical support for the subsequent research. The third chapter, GQ company's existing business model analysis. This paper introduces the general situation, development history and long-term strategic goal of GQ Company, and systematically analyzes the existing business model of GQ Company and the problems faced by the existing business model. Chapter four analyzes the necessity of GQ's business model innovation. Based on the analysis of the changes of the external environment and internal conditions, such as the business environment, the industry and the competitors, this paper puts forward the necessity of the innovation of the business model of GQ Company, which makes the enterprise enter into the rapid development through the innovation of the business model. The stage of sustained profitability. The fifth chapter, GQ company business model innovation research. The innovation strategy of business model of GQ company, the theory of innovation of business model and the practice of enterprise are put forward. The general idea of innovation scheme of GQ company is put forward, and the innovation scheme is redesigned and integrated with the business system under line and line. Integration of critical resource capabilities, building member management systems and other detailed innovation paths, and refining its unique innovation. Chapter VI, GQ business model innovation program implementation approach. This paper puts forward the ways to implement the innovative business model scheme of GQ Company, the obstacles that may be encountered and the corresponding effective implementation measures.
【學(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F721.7
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