“甘肃爱城市”公众服务平台是中国电信甘肃万维信息技术有限责任公司 旗下的甘肃省“互联网+城市服务”信息惠民平台。平台面向“公众、政府、第 三方合作伙伴”，通过市场化的运行机制，提供城市级、综合性的信息服务， 同时对平台产生的用户行为数据进行分析，为平台各生态合作伙伴提供数据服 务。然而，脱胎于政府，电信运营商和国企联合打造的公共服务产品的“甘肃 爱城市”，在市场化运作模式，运作机制等方面尚不完善，亟待进行商业模式 的优化，以期实现“精准个性化服务”大众，企业盈利，助力智慧城市建设的 总体目标。 本文在研习了国内外相关商业模式研究的理论文献，借鉴了取得优异成效 的国内外著名城市在建设运营“互联网+城市服务”平台的具体实践，同时考察 分析了甘肃省内同质化产品的竞争状况的基础之上，采用瑞士学者亚历山大·奥 斯特瓦德（Alexander Osterwalder）和比利时学者伊夫·皮尼厄（Yves Pigneur） 合作提出的九要素商业模式理论及商业模式画布工具对现阶段“甘肃爱城市” 公众服务平台的商业模式进行研究剖析，总结归纳了现有商业模式在客户细分、 价值传递以及盈利模式设计等方面存在问题与不足，提出了充分面向市场竞争， 遵循惠民服务宗旨的客户价值主张，畅通价值传递通道，优化盈利模式等商业 模式优化措施。 本文研究成果，将用于指导“甘肃爱城市”公众服务平台的商业模式升级 和内部组织变革，相关经验也将对国内其它省市区以企业为建设运营主体的“互 联网+城市服务”信息惠民平台如何设计优化商业模式提供借鉴。 关键词：互联网+城市服务，商业模式，甘肃爱城市，智慧城市II RESEARCH ON BUSINESS MODEL OPTIMIZATION OF “GANSU I-CITY” PUBLIC SERVICE PLATFORM Abstract Gansu i-city public service platform is the Internet + urban service information platform of Gansu province, which is subordinate to China Telecom Gansu wanwei information technology co., LTD. Through the market-oriented operation mechanism ， the platform organically combines the public, the government and the third-party partners into an urban service business chain. The cloud management client ecological platform of urban-level intelligent application service was built, and a virtuous circle of production, collection, analysis, utilization and service of urban operational large data was formed.Out of the government, however,“ Gansu i-city ”, a public service product jointly created by telecom operators and state-owned enterprises,there are still some imperfections in the market operation mode and operation mechanism.It is urgent to optimize the business model, so as to achieve the overall goal of precise and personalized service for the public, make profits for enterprises, and facilitate the construction of smart city. This paper had studied the theoretical literature of business model research at home and abroad. Drawing on the concrete practices of famous domestic and foreign cities that had achieved excellent results in the construction and operation of the Internet + urban service platform.At the same time, the competitive situation of similar products in gansu province was analyzed. On the basis of these surveys, using the nine-element business model theory and business model canvas tool proposed by Swiss scholar Alexander Osterwalder and Belgian scholar Yves Pigneur to analyze the business model of Gansu i-city at the present stage.Summarized the existing business model in customer segmentation, value transfer and profit model design problems and deficiencies, and put forward to face market competition adequately, the client value proposition that follows benefitIII civilian service tenet, expedite passageway of value transmission, optimize profit pattern to waited for business pattern optimization measure. The research results of this paper will be used to guide the business model upgrading and internal organizational reform of the public service platform of Gansu i-city , and the relevant experience will also provide reference for other provinces and cities in China to design and optimize the business model of the Internet + urban service information platform with enterprises as the main operating body. Key words: Internet + urban service，Business model, Gansu i-city, Smart CityIV 目 录 中文摘要................................................................................................................ I Abstract ................................................................................................................. II 第一章 绪论..........................................................................................................1 1.1 研究背景和意义.............................................................................................1 1.1.1 研究背景...............................................................................................1 1.1.2 研究意义..............................................................................................2 1.2 相关概念的界定.............................................................................................3 1.3 研究内容与研究框架.....................................................................................5 1.3.1 研究内容..............................................................................................5 1.3.2 研究框架..............................................................................................6 1.4 研究方法........................................................................................................6 1.4.1 文献研究..............................................................................................6 1.4.2 案例分析与企业调研...........................................................................7 第二章 相关理论、分析工具与全球实践..........................................................8 2.1 商业模式相关理论........................................................................................8 2.1.1 多视角的商业模式概念......................................................................8 2.1.2 商业模式与战略管理........................................................................ 11 2.1.3 商业模式的动态发展........................................................................13 2.1.4 商业模式与组织其它职能的相关性................................................13 2.2 研究采用的分析工具...................................................................................14 2.2.1 商业模式画布.....................................................................................14 2.2.2 SWOT 分析法 ....................................................................................15 2.3 “互联网+”公共服务平台的全球实践....................................................16 2.3.1 国外城市公共服务平台....................................................................16 2.3.2 国内城市公共服务平台....................................................................16 第三章 “甘肃爱城市”公众服务平台简介....................................................17 3.1 中电万维信息技术有限责任公司简介......................................................17 3.2“甘肃爱城市”公众服务平台概况............................................................20 3.2.1 “甘肃爱城市”的定位与目标 .............................................................20 3.2.2 “甘肃爱城市”服务能力综述 .............................................................21V 3.3 “甘肃爱城市”运营数据指标..................................................................21 3.4 甘肃爱城市”商业模式画布分析..............................................................25 3.3.1 客户细分（CS）...............................................................................25 3.3.2 价值主张（VP） ..............................................................................26 3.3.3 渠道通路（CH） ..............................................................................26 3.3.4 客户关系（CR） ..............................................................................26 3.3.5 收入来源（RS）...............................................................................27 3.3.6 核心资源（KR） ..............................................................................27 3.3.7 关键业务（KA）..............................................................................27 3.3.8 重要伙伴（KP） ..............................................................................27 3.3.9 成本结构（CS）...............................................................................28 第四章 “甘肃爱城市”公众服务平台现行商业模式分析............................28 4.1 甘肃爱城市”现行商业模式的不足..........................................................28 4.2 “甘肃爱城市”竞争优劣势分析..............................................................29 4.2.1 外部机遇............................................................................................30 4.2.2 外部威胁............................................................................................31 4.2.3 内部优势............................................................................................32 4.2.4 内部劣势............................................................................................32 4.3 “甘肃爱城市”商业模式优化升级可行性分析......................................33 4.3.1 政策可行性........................................................................................33 4.3.2 技术可行性........................................................................................34 4.3.3 组织和人力资源可行性....................................................................35 第五章 “甘肃爱城市”商业模式优化措施....................................................36 5.1 调整“甘肃爱城市”平台的发展战略......................................................36 5.2 优化“甘肃爱城市”商业模式核心要素..................................................36 5.2.1 明晰客户价值主张............................................................................37 5.2.2 拓展价值传递渠道通路....................................................................37 5.2.3 优化盈利模式....................................................................................37 5.2.4 加大运营投入....................................................................................38 5.3 重构相关组织职能......................................................................................38 5.3.1 调整组织架构.....................................................................................38 5.3.2 强化产品研发....................................................................................39 5.3.2 建立运营体系....................................................................................39VI 第六章 “甘肃爱城市”商业模式优化实施....................................................40 6.1 实施规划......................................................................................................40 6.2 依托数据分析，评估升级成效..................................................................40 6.3 总结经验教训，迭代升级模式..................................................................40 第七章 结论与展望............................................................................................42 7.1 本文结论......................................................................................................42 7.2 研究不足......................................................................................................43 7.3 未来展望......................................................................................................43