- I - 摘要 随着科学技术的不断发展，进入到 21 世纪以后，现代工业生产迎来了一个飞速 发展的时代。在国民经济的发展中，工业生产中的制造业占据着主导地位。在新的 产业环境下，很多企业的商业模式已经不能与经济发展和技术进步相匹配。随着我 国改革开放的举措对各行业融合升级的促进，越来越多的制造业企业借助互联网优 势实现了商业模式的创新。本文选取了消防系统生产企业作为研究对象，综合采用 案例分析法、调查问卷法、文献研究法等，基于商业模式生态系统模型对公司商业 模式的有关问题进行深入分析，并为其设计一种全新的商业模式。 首先，研究商业模式创新的相关理论，介绍了商业模式创新以及商业模式生态 系统，从战略定位、目标客户、业务系统、合作伙伴和盈利模式五个方面解释商业 模式的构成和相互关系。 其次，介绍了 G 公司的企业概况以及发展情况，通过对公司日常经营情况的分 析，并结合着问卷调查法和访谈法，力图寻找公司现有的商业模式存在的问题，经 过研究找到了公司在战略定位、合作伙伴、目标客户、业务系统、盈利模式的等方 面存在的问题，从根本上剖析企业现在的商业模式的优缺点。 再次，结合商业模式创新 6 要素模型，从战略定位创新、客户界面创新、合作 伙伴创新、业务系统创新、盈利模式创新等方面提出新的构想，结合理论知识基础， 得出针对企业的商业模式改进创新设计。通过与老的商业模式的对比，寻找到新的 商业模式的创新点，为公司的经营发展提出新的策略。 本文对 G 公司原有的商业模式进行分析整理，发现问题及不足，着力以大数据 及移动互联为纽带，为 G 公司打造一条适应时代发展的商业模式创新之路，具有一 定研究价值。 关键词，商业模式；商业模式要素；创新；消防系统燕山大学工商管理硕士学位论文 - II - Abstract With the continuous development of science and technology, modern industrial production has ushered in a period of rapid development since the beginning of the 21st century. In the development of the national economy, manufacturing plays a very important role. In the new industrial environment, the business model of many enterprises cannot match the economic development and technological progress. With the promotion of China's reform and opening up to the promotion and upgrading of various industries, more and more manufacturing enterprises have realized the innovation of business models with the advantage of the Internet. This paper selects a fire protection system manufacturing enterprise as the research object, and uses case analysis method, questionnaire method, literature research method, etc., based on the business model ecosystem model to deeply analyze the relevant problems of the company's business model, and design a new one for it. business model. First, this paper studies the relevant theories of business model innovation, and introduces business model innovation and business model ecosystem, explaining the composition and interrelationship of business models from five aspects: strategic positioning, target customers, business systems, partners and profit models. Secondly, it introduces the company profile and development of G company. Through the analysis of the daily operation of the company, combined with the questionnaire survey method and interview method, it tries to find the problems existing in the company's existing business model. After research, the company is found. The problems of strategic positioning, partners, target customers, business systems, and profit models fundamentally analyze the advantages and disadvantages of the current business model of the enterprise. Thirdly, combined with the 6-element model of business model innovation, it proposes new ideas from strategic positioning innovation, customer interface innovation, partner innovation, business system innovation, and profit model innovation, and combines theoretical knowledge base to obtain business model improvement forAbstract - III - enterprises. Innovative design. By comparing with the old business model, we can find new innovations in the business model and propose new strategies for the company's business development. This paper analyzes and organizes the original business model of G company, finds problems and deficiencies, and focuses on big data and mobile internet as the link to create a business model innovation road for G company to adapt to the development of the times, which has certain research value.Through the research of G company's original business model, this paper finds out the problems and shortcomings, relying on big data and the Internet, and tries to create a business model innovation road for G company to adapt to the development of the times. Keywords: business model ;business model elements; innovation ; fire auto-alarm目 录 - V - 目 录 摘要...............................................................................................................................I ABSTRACT .....................................................................................................................II 第 1 章 绪 论.................................................................................................................1 1.1 选题背景及研究意义.............................................................................................1 1.1.1 选题背景 .........................................................................................................1 1.1.2 论文研究意义 .................................................................................................2 1.2 国内外研究现状.....................................................................................................3 1.2.1 商业模式概念的研究 .....................................................................................3 1.2.2 商业模式创新的研究 .....................................................................................4 1.2.3 研究评述 .........................................................................................................5 1.3 研究内容及研究方法.............................................................................................6 1.3.1 研究内容 .........................................................................................................6 1.3.2 研究方法 .........................................................................................................6 第 2 章 商业模式相关理论及方法.................................................................................8 2.1 商业模式概述.........................................................................................................8 2.1.1 商业模式的概念 .............................................................................................8 2.1.2 商业模式六要素模型 .....................................................................................8 2.2 商业模式创新的概述...........................................................................................12 2.2.1 商业模式创新的定义 ...................................................................................12 2.2.2 商业模式生态系统 .......................................................................................12 2.3 本章小结...............................................................................................................14 第 3 章 G 公司现有商业模式现状和问题分析...........................................................15 3.1 G 公司概况............................................................................................................15 3.1.1 企业基本情况 ...............................................................................................15 3.1.2 市场经营情况 ...............................................................................................15 3.2 G 公司商业模式现状............................................................................................17 3.2.1 战略定位 .......................................................................................................17 3.2.2 目标客户 .......................................................................................................17 3.2.3 合作伙伴 .......................................................................................................18 3.2.4 业务系统 .......................................................................................................19 3.2.5 盈利模式 .......................................................................................................20 3.3 G 公司商业模式调查和访谈................................................................................20燕山大学工商管理硕士学位论文 - VI - 3.3.1 G 公司商业模式问题调查 ............................................................................20 3.3.2 G 公司商业模式问题访谈 ............................................................................28 3.4 G 公司商业模式存在的问题分析........................................................................29 3.4.1 战略定位存在问题及原因分析 ...................................................................29 3.4.2 目标客户层面存在的问题及原因分析 .......................................................30 3.4.3 合作伙伴界面存在的问题及原因分析 .......................................................31 3.4.4 业务系统界面存在的问题及原因分析 .......................................................31 3.4.5 盈利能力存在的问题及原因分析 ...............................................................32 3.5 本章小结...............................................................................................................32 第 4 章 G 公司商业模式创新改进设计.......................................................................33 4.1 G 公司商业模式改进的原则................................................................................33 4.1.1 顾客价值最大化原则 ...................................................................................33 4.1.2 持续赢利发展原则 .......................................................................................33 4.1.3 创新原则 .......................................................................................................33 4.1.4 融资有效性原则 ...........................................................................................34 4.1.5 资源整合优化原则 .......................................................................................34 4.1.6 市场定位准确原则 .......................................................................................34 4.1.7 组织管理高效率原则 ...................................................................................34 4.1.8 风险控制原则 ...............................................................................................35 4.2 G 公司商业模式创新构成要素优化设计............................................................35 4.2.1 战略定位创新设计 .......................................................................................35 4.2.2 客户界面创新设计 .......................................................................................38 4.2.3 合作伙伴界面创新设计 ...............................................................................39 4.2.4 业务系统创新设计 .......................................................................................40 4.2.5 盈利模式创新设计 .......................................................................................43 4.3 基于互联网的服务平台设计...............................................................................45 4.3.1 主体业务模块 ...............................................................................................45 4.3.2 大数据模块 ...................................................................................................45 4.3.3 服务运营模块 ...............................................................................................46 4.4 G 公司商业模式创新设计前后对比....................................................................46 4.5 本章小结...............................................................................................................48 第 5 章 G 公司商业模式创新的保障措施...................................................................49 5.1 健全运行机制.......................................................................................................49 5.1.1 加强组织领导 ...............................................................................................49 5.1.2 优化组织结构 ...............................................................................................49目 录 - VII - 5.2 完善创新体系.......................................................................................................50 5.2.1 搭建技术创新平台 .......................................................................................50 5.2.2 推进商业模式创新 .......................................................................................51 5.3 强化人力资源.......................................................................................................52 5.3.1 建立人力资源服务平台 ...............................................................................52 5.3.2 加强人才队伍建设 .......................................................................................52 5.3.3 优化人才环境 ...............................................................................................53 5.4 加强合作创新.......................................................................................................53 5.4.1 建立战略联盟 ...............................................................................................53 5.4.2 整合产业链资源 ...........................................................................................54 5.5 本章小结...............................................................................................................54 结 论.............................................................................................................................55