特百惠（中国）有限公司商业模式创新研究

发布时间：2018-02-11 17:04

本文关键词： 特百惠(中国)有限公司商业模式创新关键资源整合　出处：《湖南大学》2014年硕士论文　论文类型：学位论文

【摘要】：商业模式的研究目前在国内外是一个管理前沿和热点关注的对象,商业模式创新在全球企业界更是引起了前所未有的重视,已经成为企业增强核心竞争力、实现高成长、保持持续盈利,以及改变商业竞争格局的重要力量。商业模式创新研究也因此成为企业生存和发展的战略重点。本研究以特百惠(中国)有限公司作为研究对象,以商业模式及商业模式创新的相关理论为研究依据,主要从商业模式构成要素和商业模式创新途径的角度出发,按照现有商业模式的发展——面临的问题——内外部环境分析——商业模式创新方案设计——创新方案实施策略的技术路线,理论与现实数据相结合,提出了特百惠(中国)商业模式创新的原则、目标、具体创新内容以及实施策略。通过分析研究,本文为特百惠(中国)设计出商业模式的创新方案：以现有特许加盟店为基础,增加网上销售渠道和理家培训中心服务,创建出一个立体的业务系统；通过对盈利模式的重新设计,对服务的重新定位和定价,为企业构建了不可复制的竞争优势；通过重新配置企业资源、调整企业价值链、重构企业核心竞争力,使企业再度跨入低风险快速扩张、高速增长的发展通道。同时,本研究也为特百惠(中国)公司商业模式创新方案提出了以下的实施途径：通过外包分成的模式建立网上销售渠道并提高网络营销效率；通过分销商建立“特百惠理家培训中心”推进独特的培训营销服务模式；通过整合资源提高现有特许加盟店的效益,增加实体店的开店数量和存活率。本文的研究有望对企业突破扩张瓶颈,实现持续增长,重构核心竞争力提供有益的参考和借鉴意义。
[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.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.72

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