近些年，共享经济商业模式风靡全球，以 Uber、Airbnb 为代表的全球共享经济互 联网企业深刻地影响和改变着人们的生活方式，也对传统的经济形态带来了巨大影响。 共享经济模式在美国兴起后，在中国也得到了快速的发展，出现了以滴滴出行、途 家网等为代表的共享经济互联网企业，其影响和服务已渗透到我们生活的方方面面。在 中国进入经济新常态的背景下，共享经济在推动供给侧改革、过剩产业的产能去化、拉 动消费等方面起到了重要的作用。 本文研究对象是共享经济在住宿领域企业商业模式的优化问题。本文选取国内共享 住宿行业的领先企业途家网作为研究主体，通过对商业模式理论、共享经济理论、共享 住宿行业等文献的研究，从价值视角提出途家网商业模式价值网模型，利用模型对途家 网商业模式进行分析，并从价值主张、价值创造、价值获取三个主要的价值通路环节对 途家网商业模式中的问题进行提炼，并针对六个方面的问题提出优化方案。本文的研究 结果可为途家网以及行业同类企业的商业模式优化提供参考方案。 关键词，共享经济，商业模式，价值网，盈利模式，途家网III ABSTRACT In recent days, as the sharing economy sweeping the world continuously, people’s lifestyle has been deeply influenced and changed by the global sharing economy Internet companies, such as Uber and Airbnb. It also brings a strong impact on the traditional economic form. While the rise of sharing economy in US becoming stronger and stronger, the sharing economy model has also take a great progress in China. The enterprises, such as Didi and Tujia, are make a great influence in people’s daily life, by providing the online sharing economy services. With the background of getting into the“new normal”economy in China, the sharing economy may play an important role in promoting the supply-side reformation, de-capacity of surplus industries, and consumption. In this paper, I mainly focus on the optimization of the business model of the sharing economy in the residential sector. By picking Tujia as the example in my research and also the representative company of the domestic shared accommodation industry, I found the value-net of Tujia business mode, after my study on the documents of the business model theory, the sharing economy model, and the shared accommodation industry. And by using the Tujia business mode to analysis the questions about value proposition, value creation, value capture, I propose an optimization scheme in six aspects. The results of this paper may provide reference solutions for the optimization of business models of Tujia and other similar enterprises in this industry. Key words: Sharing economy, business model, Value network, Profit model, Tujia西北大学硕士学位论文 IV 目 录 摘要...................................................................................................................................I ABSTRACT......................................................................................................................III 目 录................................................................................................................................ IV 第一章 绪论.......................................................................................................................1 1.1 选题背景...................................................................................................................1 1.2 研究问题与研究意义...............................................................................................1 1.2.1 研究问题...........................................................................................................1 1.2.2 研究意义...........................................................................................................2 1.3 研究思路与研究方法...............................................................................................2 1.3.1 研究思路...........................................................................................................2 1.3.2 研究方法...........................................................................................................4 1.4 可能的创新点...........................................................................................................5 第二章 文献综述...............................................................................................................6 2.1 商业模式理论研究...................................................................................................6 2.1.1 商业模式的概念、起源与发展.......................................................................6 2.1.2 商业模式的构成要素.......................................................................................7 2.1.3 商业模式与价值网...........................................................................................9 2.2 共享经济理论研究.................................................................................................12 2.2.1 共享经济的概念、起源与发展.....................................................................12 2.2.2 共享经济的构成要素.....................................................................................14 2.2.3 共享经济的发展动因.....................................................................................16 2.2.4 共享经济的主要模式.....................................................................................17 2.3 共享住宿行业研究.................................................................................................19 2.3.1 共享住宿行业的概念、起源与发展.............................................................20 2.3.3 共享住宿行业的主要模式.............................................................................21 2.3.4 共享住宿行业发展的驱动因素.....................................................................22 第三章 途家网商业模式现状、问题与成因分析.........................................................24西北大学硕士学位论文 V 3.1 途家网企业概况.....................................................................................................24 3.1.1 途家网简介.....................................................................................................24 3.1.2 途家网融资历程.............................................................................................24 3.1.3 途家网团队情况.............................................................................................25 3.2 途家网商业模式分析.............................................................................................25 3.2.1 途家网商业模式分析模型构建.....................................................................25 3.2.2 途家网商业模式构成要素现状分析.............................................................26 3.2.3 途家网与 Airbnb 商业模式构成要素的比较分析.......................................33 3.3 途家网商业模式问题及成因分析........................................................................38 3.3.1 途家网商业模式问题分析思路.....................................................................38 3.3.2 价值主张环节问题分析.................................................................................39 3.3.3 价值创造环节问题分析.................................................................................39 3.3.4 价值获取环节问题分析.................................................................................40 第四章 途家网商业模式的优化方案.............................................................................41 4.1 优化方向.................................................................................................................41 4.2 价值主张环节优化.................................................................................................41 4.2.1 平台定位多元化.............................................................................................41 4.2.2 品牌软价值提升.............................................................................................41 4.3 价值创造环节优化.................................................................................................42 4.3.1 产品服务多元化.............................................................................................42 4.3.2 线下运营管理服务能力提升.........................................................................42 4.3.3 房源供给产业化.............................................................................................43 4.3.4 用户数据资源价值变现.................................................................................45 4.3.5 发展品牌管理输出业务.................................................................................46 4.4 价值获取环节优化.................................................................................................47 第五章 途家网商业模式优化保障机制.........................................................................49 5.1 企业层面保障机制.................................................................................................49 5.1.1 战略保障.........................................................................................................49 5.1.2 组织保障.........................................................................................................49 5.1.3 技术保障.........................................................................................................49西北大学硕士学位论文 VI 5.2 政府层面保障机制.................................................................................................49 5.2.1 建立包容开放的经济环境.............................................................................49 5.2.1 完善社会信用体系.........................................................................................50 5.2.2 创新政府监管方式.........................................................................................50 5.2.3 完善相关法律法规.........................................................................................50 第六章 结论与展望.........................................................................................................51 6.1 研究结论.................................................................................................................51 6.2 研究局限.................................................................................................................52 6.3 展望.........................................................................................................................52