2016 年 12 月 24 日，SD 省公安消防总队给符合审批条件的 43 家消防检测机构颁发 资质证书，打破了 GA 消防技术服务有限公司的垄断局面，标志着 SD 省消防检测行业正 式进入市场化。垄断转向市场化后，新问题、新商业模式竞相涌现，新进入的私营企业， 不择手段抢占市场，市场价格呈断崖式下跌，市场份额大幅缩减。GA 消防技术服务有限 公司的主营业务消防检测和电气检测业务受到巨大冲击，营业收入大幅下降，原有商业模 式已无法适应新的环境，主营业务如何发展、营销渠道如何选择、优势资源如何延续等问 题急需解决，企业必须做出转变。 本文在此背景下研究 GA 消防技术服务有限公司商业模式的优化问题。首先，运用文 献研究法梳理国内外关于商业模式的概念、理论和相关研究，运用 SWOT 分析了 GA 公司 发展过程中的优势、劣势、机会和威胁，运用 Osterwalder 商业模式模型对 GA 消防技术服 务有限公司现状进行分析，包括客户细分、价值主张、渠道通路、客户关系、收入来源、 核心资源、关键业务、重要合作伙伴、成本构成等九个方面。然后，运用访谈法、问卷调 查法研究发现，GA 公司商业模式主要在四个方面存在问题，主营业务、渠道通路、价值 主张、核心资源等，并对每方面存在的问题进行了分析。最后，对以上四方面存在的问题 分别提出对策建议，在关键业务方面，提出“四轮驱动”解决方案、服务质量优化、服务 环节优化和采用智能管控系统等建议；在渠道通路优化方面，提出全员营销、建立网络平 台、挖掘潜在资源、全面开拓市场等建议；在价值主张优化方面，提出拓展上下游产业、 提供全产业链解决方案等建议；在核心资源优化方面，提出提升实体资产、积淀文化资产 和优化人力资源等建议。 本文研究成果对 GA 消防技术服务有限公司商业模式的优化具有重要意义，有利于提 升 GA 公司的市场竞争力，并为其他借助政策垄断的企业转向市场化竞争，或其他消防技 术服务机构的商业模式调整有借鉴意义。 关键词，消防检测；技术服务；商业模式；优化山东师范大学硕士学位论文 II ABSTRACT On December 24, 2016, the General Fire Brigade of SD Provincial Public Security issued qualification certificates to 43 fire detection institutions that met the requirements of examination and approval, breaking the monopoly situation of GA Fire Technology Service Co., Ltd. and marking that the fire detection industry of SD Province formally entered the market. After monopoly turned to market economy, new problems and new business models emerged. New entrants of private enterprises seized the market by all means, and the market price fell like a cliff, and the market share was greatly reduced. The main business of GA Fire Technology Services Co., Ltd. has been greatly impacted by fire detection and electrical detection business. The business income has dropped dramatically. The original business model has been unable to adapt to the new environment. How to develop the main business, how to choose the marketing channels, how to continue the superior resources and other issues need to be solved urgently. Enterprises must make changes. Under this background, this paper studied the optimization of the business model of GA Fire Technology Service Co., Ltd. Firstly, this paper combs the relevant research, concepts and theories of business model at home and abroad by using literature research method, and uses SWOT to analyze the advantages, disadvantages, opportunities and threats in the development process of GA company, and uses Osterwalder business model to analyze the current situation of GA fire technology service limited company, including customer segmentation, value proposition, channel access, customer relationship, income source, etc. There are nine aspects: core resources, key business, important partners and cost composition. Then, using interviews and questionnaires, we find that there are four main problems in GA company's business model: main business, channel access, value proposition, core resources and so on. We also analyze the problems in each aspect. Finally, the paper puts forward countermeasures and suggestions for the above four problems. In the key business aspect, it puts forward four-wheel drive solutions, service quality optimization, service link optimization and intelligent management and control system, and in the channel optimization, it puts forward suggestions for all-staff marketing, establishing network platform, tapping potential resources, and exploiting the market comprehensively. In terms of optimization, some suggestions are put forward, such as expanding upstream and downstream industries, providing solutions for the whole industry chain, and in terms of optimization of core resources, such suggestions as upgrading physical assets, accumulating cultural assets and optimizing human resources are put forward. The research results in this paper are of great significance to the optimization of the business model of GA Fire Technology Services Co., Ltd., which is conducive to enhancing the market competitiveness of GA Company, and can be used for reference for other enterprises that rely on policy monopoly to turn to market competition, or for the adjustment of business model of other fire technology service organizations. Key words: Optimization of business,Model of fire detection,Technology service山东师范大学硕士学位论文 目录 第 1 章 绪论.................................................................................................................................................................1 1.1 研究背景 ....................................................................................................................................................... 1 1.2 研究意义 ....................................................................................................................................................... 2 1.3 论文内容 ....................................................................................................................................................... 2 1.4 研究方法 ....................................................................................................................................................... 3 1.5 论文创新点 ................................................................................................................................................... 4 第 2 章 理论基础与文献综述.....................................................................................................................................5 2.1 商业模式概念及构成要素 .......................................................................................................................... 5 2.1.1 商业模式的概念 ................................................................................................................................ 5 2.1.2 商业模式的构成要素 ........................................................................................................................ 6 2.2 商业模式优化实施的类型 .......................................................................................................................... 7 2.2.1 战略规划型 ........................................................................................................................................ 7 2.2.2 持续改进型 ........................................................................................................................................ 7 2.2.3 实施阻力型 ........................................................................................................................................ 7 2.3 文献综述 ....................................................................................................................................................... 8 2.3.1 关于商业模式的功能与作用的研究 ................................................................................................. 8 2.3.2 关于商业模式的优化的研究 ............................................................................................................. 9 第 3 章 GA 公司商业模式现状................................................................................................................................12 3.1 消防检测行业变革情况 ............................................................................................................................ 12 3.2 GA 公司概况 ............................................................................................................................................... 12 3.3 GA 公司商业模式概述 ............................................................................................................................. 13 3.3.1 客户细分概述 .................................................................................................................................. 13 3.3.2 价值主张概述 .................................................................................................................................. 14 3.3.3 渠道通路概述 .................................................................................................................................. 14 3.3.4 客户关系概述 .................................................................................................................................. 14 3.3.5 收入来源概述 .................................................................................................................................. 14 3.3.6 核心资源概述 .................................................................................................................................. 15 3.3.7 关键业务概述 .................................................................................................................................. 15 3.3.8 重要合作伙伴概述 .......................................................................................................................... 16 3.3.9 成本构成概述 .................................................................................................................................. 16 3.4 GA 公司 SWOT 分析 ..................................................................................................................................... 16 3.4.1 优势（Strengths）分析 ........................................................................................................................... 17 3.4.2 劣势（weakness）分析 ........................................................................................................................... 18 3.4.3 机会（opportunity）分析........................................................................................................................ 19 3.4.4 威胁（threats）分析................................................................................................................................ 20 第 4 章 GA 公司现有商业模式存在问题................................................................................................................22 4.1 问题调研 .................................................................................................................................................... 22 4.1.1 调研对象及调研目的 ...................................................................................................................... 22 4.1.2 调研过程 .......................................................................................................................................... 23 4.2 调查结果分析 ............................................................................................................................................ 23 4.2.1 价值主张分析 .................................................................................................................................. 23 4.2.2 关键业务分析 .................................................................................................................................. 25 4.2.3 渠道通路分析 .................................................................................................................................. 27 4.2.4 关键资源分析 .................................................................................................................................. 29山东师范大学硕士学位论文 第 5 章 GA 公司商业模式优化方案.........................................................................................................................31 5.1 价值主张优化 ............................................................................................................................................. 31 5.1.1 拓展上下游产业 ............................................................................................................................... 31 5.1.2 提供全产业链解决方案 ................................................................................................................... 32 5.2 关键业务优化 ............................................................................................................................................ 32 5.2.1 “四轮驱动”解决方案........................................................................................................................ 33 5.2.2 服务质量优化 .................................................................................................................................. 33 5.2.3 服务环节优化 .................................................................................................................................. 34 5.2.4 采用智能管控系统 .......................................................................................................................... 34 5.3 渠道通路优化 ............................................................................................................................................ 35 5.3.1 全员营销 .......................................................................................................................................... 35 5.3.2 建立网络平台 .................................................................................................................................. 35 5.3.3 挖掘潜在资源 .................................................................................................................................. 36 5.3.4 全面开拓市场 .................................................................................................................................. 36 5.4 核心资源优化 ............................................................................................................................................ 37 5.4.1 提升实体资产 .................................................................................................................................. 37 5.4.2 积淀文化资产 .................................................................................................................................. 38 5.4.3 优化人力资源 .................................................................................................................................. 38 第 6 章 研究结论及展望...........................................................................................................................................40 6.1 研究结论 ..................................................................................................................................................... 40 6.2 展望 ............................................................................................................................................................. 40 附录一 调查访谈目录.............................................................................................................................................41 附录二 GA 公司商业模式情况调查问卷..............................................................................................................42