广州GQ公司商业模式创新研究
发布时间：2019-01-20 16:48
【摘要】：近年来国内宏观经济增速放缓,互联网技术快速发展及互联网企业的迅速崛起,传统企业市场竞争变得越来越激烈,用传统的产品、服务的差异化策略已经无法使企业在竞争中保持长久的竞争优势。面对市场竞争的加剧,越来越多的传统企业开始考虑转型与升级。管理大师Peter F.Drucker认为：“当今企业之间的竞争,不是产品之间的竞争,而是商业模式之间的竞争。”因此,商业模式对企业来说至关重要,而商业模式创新是企业可持续发展的根本,利用商业模式创新并获得成功已经成为互联网时代传统企业转型的主要战略规划。本文以商业模式和商业模式创新的相关理论为基础,分析了GQ公司现有商业模式存在的问题及内外部环境影响原因,根据GQ公司的实际情况,为GQ公司的商业模式提出了创新方案设计以及相应的实施策略。通过分析研究,本文为GQ公司设计出商业模式的创新方案：重新定位,由快造型领导品牌转变为化妆服务领导品牌,创造了一个与众不同全新的品类,从而与竞争对手拉开明显差异,使GQ公司建立领导地位；由单一的实体店零售转变为线上线下020模式,增加对目标顾客的覆盖,使顾客得到更为便利更为快捷的产品和服务,创造更多的顾客价值；建立会员管理系统,搭建会员体系,树立“重会员、轻门店”意识,为020打基础。本文内容共分为6章。第一章,绪论。主要介绍本文的研究背景、目的与意义、基本内容、研究方法和技术路线。第二章,文献综述。首先,对相关的商业模式及创新理论中外文献资料进行梳理和综述,提炼出理论界对于商业模式概念与创新的主要观点；其次,分析商业模式创新影响因素,进一步探寻商业模式创新的关键驱动因素与规律；最后,探讨商业模式创新路径形成的相关问题,商业模式创新的方法与路径,以及互联网经济下出现的创新商业模式介绍,为后继的论文研究提供理论支持。第三章,GQ公司现有商业模式分析。简介GQ公司概况、发展历程和企业长远发展战略目标；对GQ公司现有商业模式进行系统分析,以及现有商业模式面临的问题。第四章,GQ公司商业模式创新的必要性分析。从商业环境、行业、竞争对手等外部环境变化和内部条件变化等方面研究分析,提出GQ公司商业模式创新的必要性,通过商业模式的创新使企业进入快速发展、持续盈利的发展阶段。第五章,GQ公司商业模式创新研究。提出GQ公司商业模式创新策略,商业模式创新理论结论企业实际,提出GQ公司商业模式的创新方案总体思路,对创新方案设计了重新定位、线上线下结合业务系统、整合关键资源能力、建立会员管理系统等详细的创新路径,并提炼出其独特的创新性。第六章,GQ公司商业模式创新方案实施途径。提出GQ公司商业模式创新方案实施途径,可能遇到的障碍以及相应的有效实施保障措施。
[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.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：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.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F721.7
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