绵州通公司商业模式研究

发布时间：2018-05-13 17:31

本文选题：绵州通有限责任公司 + 智慧城市　；参考：《电子科技大学》2015年硕士论文

【摘要】：高度发达的科技,快速便捷的交通,瞬息万变的信息,让人们习惯于快速、高效的快节奏生活。城市一卡通作为智慧城市建设的一部分,它的出现解决了人们乘车、购物、餐饮、缴费等问题,满足了人们对快捷生活的诉求。然而,由于起步较晚,城市一卡通公司经营管理经验缺少,各公司在设计商业模式时遇到很多困难。本研究所选取的研究对象——绵州通有限责任公司(简称“绵州通”公司)坐落于四川绵阳,是在市政府智慧城市建设战略规划下成立,专职负责绵阳城市“一卡通”项目投资、建设、运营和服务。本研究先通过文献综述法、案例研究法、归纳演绎法对商业模式相关理论进行回顾,了解商业模式研究现状,并归纳整理商业模式的定义、要素、分析框架、评价方法以及与企业绩效的关系;然后通过SWOT方法分析公司内外部环境,采用问卷调查法分析公司的实际情况。结合SWOT分析结果以及公司发展现状,本研究为“绵州通”公司设计了适度扩张型的商业模式:(1)重要合作方面强调要加强与投资伙伴的合作和建立商业网络。(2)将公司关键业务定位于平台管理、网络服务和营销推广。(3)明确公司的核心资源是政府资源、技术资产、人力资源、客户资源,应该继续利用和发展这四大核心资源。(4)公司价值主张应该围绕智慧智慧行政、智慧产业、智慧商业、智慧生活提出。(5)公司在客户关系方面应注意客户价值识别和分级管理。(6)公司在发展渠道通路时采取“直接+间接”、“线上+线下”相结合的混合渠道模式,并且根据客户类型的不同采取不同的渠道模式。(7)客户细分方面,可从两个角度划分。根据多边平台划分,客户细分为个体商户、生产型企业、服务型企业、事业单位、政府部门、大众市场;根据客户价值划分,客户细分为金牌、银牌、铜牌、铁牌四种类型。(8)公司未来3-5年内公司的成本结构主要以研发费用、平台管理费用、卡品及终端费用为主。(9)公司未来3-5年收入模式为基础设施免费,增值业务收费。收入来源主要依靠服务费、注册费、软件升级费、广告费、管理咨询费。最后,本文也提出研究过程中的几点不足:(1)没有对商业模式的风险进行评估。(2)智慧城市是一个新生事物,目前尚处于摸索阶段。(3)在探讨收入来源时,本文没有探讨公共产品的定价机制。
[Abstract]:Highly developed technology, fast and convenient transportation, and rapidly changing information allow people to get used to fast and efficient life. As a part of the construction of intelligent city, the city card solves the problems of people riding, shopping, dining, paying fees and so on, and satisfies people's demand for quick life. However, due to the late start and lack of management experience, companies encounter many difficulties in designing business models. The research object of this study, Mianzhou Tong Co., Ltd., is located in Mianyang, Sichuan Province. It was founded under the strategic planning of the municipal government for the construction of intelligent city. Be responsible for the investment, construction, operation and service of Mianyang City's "one Card" project. Through literature review, case study and inductive deduction, this study reviews the relevant theories of business model, understands the current situation of business model research, and summarizes the definition, elements and analysis framework of business model. Then the internal and external environment of the company is analyzed by SWOT method, and the actual situation of the company is analyzed by questionnaire survey. Combined with the results of SWOT analysis and the development of the company, This study has designed a moderately expanding business model for Mianzhou Tong (Mianzhou), emphasizing the importance of strengthening cooperation with investment partners and establishing a business network. 2) positioning the company's key business as platform management. Network service and marketing promotion. 3) make clear that the company's core resources are government resources, technical assets, human resources, customer resources, and should continue to use and develop these four core resources. Wisdom industry, smart business, intelligent life put forward that the company should pay attention to customer value identification and hierarchical management in customer relationship.) the company adopts "direct or indirect" in developing channel. The mixed channel mode of "on-line and offline", and according to the different customer types, adopt different channel mode. 7) customer segmentation, can be divided from two angles. According to the multi-platform division, customers are divided into individual merchants, production-oriented enterprises, service-oriented enterprises, institutions, government departments and mass markets; according to customer value, customers are divided into gold, silver and bronze medals. The cost structure of the company in the next 3-5 years is mainly based on R & D expenses, platform management expenses, card products and terminal expenses. Revenue sources mainly rely on service fees, registration fees, software upgrade fees, advertising fees, management consulting fees. Finally, this paper also points out several points in the research process: 1) failure to assess the risks of business models. 2) Wisdom City is a new thing. At present, it is still in the groping stage. This paper does not discuss the pricing mechanism of public goods.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.92

【参考文献】