随着互联网技术的不断发展，国内传统出口型企业不仅面临着产品价格透明化、 同质化竞争日趋激烈，还同时面临着国内人口红利逐渐消失、劳动力成本逐渐增加、 供给侧改革、国际贸易摩擦升级等困境。彼得·德鲁克曾经说过：“当今企业之间的 竞争，不是产品之间的竞争，而是商业模式之间的竞争”，而今中国企业的“低成本 时代”道路越走越窄，传统劳动力密集型出口企业的传统商业模式越来越难以适应当 今社会的发展，如何才能在当今商业社会谋求长远健康发展、如何优化和探索创新新 的商业模式道路已迫在眉睫。 本文首先会采用相关的商业模式文献综述法，对目前现有的国内外相关的商业模 式、商业模式构成要素以及商业模式创新等理论进行梳理、归纳；其次，运用案例分 析法，剖析浙江省义乌市传统劳动力密集型出口型企业YT塑胶玩具公司现有的商业 模式存在的问题（本文将重点采用简洁明了的商业模式画布模型为分析工具,从客户 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、重要伙伴、 成本结构等9个构成要素对YT玩具公司的商业模式进行解读分析）；然后通过对YT 塑胶玩具公司的商业模式画布模型的四个界面（九个要素）设计优化方案，即：提供 物界面（价值主张）、客户界面（客户细分、渠道通路、客户关系）、基础设施界面 （重要伙伴、核心资源、关键业务）、财务界面（成本结构、收入来源）。最后提出 的YT塑胶玩具公司商业模式的优化设计方案，不仅具有很强的操作性，也为类似传 统企业商业模式的优化创新提供了借鉴意义。 关键词：YT塑胶玩具公司；商业模式；优化 I ABSTRACT With the continuous development of Internet technology, domestic traditional export-oriented enterprises are facing not only transparent products’ price and white-hot homogeneous competition, but also the dilemma of gradual disappearance of domestic demographic dividend, increasing labor costs, supply-side reformation and upgrading of international trade frictions and so on . Peter Drucker, once said, "Today’s competition among enterprises is not between products, but between business models. Nowadays, the path of Chinese enterprises in the era low-cost is getting narrower and narrower , the traditional business model of traditional labor-intensive export enterprises is becoming increasingly difficult to adapt to the development of today’s society. How to seek long-term and healthy development in today’s commercial society, how to optimize and explore innovative new business model road is imminent. Firstly, this paper will use the literature review method of relevant business models to sort out and summarize the existing domestic and foreign relevant business models, business model elements and business model innovation theory; secondly, it will use case analysis method to analyze the problems for existing business model of YT plastic toys company, a traditional labor-intensive export-oriented enterprise in Yiwu City, Zhejiang Province (this article will focus on the use of concise business model canvas model as an analysis tool, from nine aspects such as customer segmentation, value proposition, channel access, customer relationship, income sources, core resources, key business, important partners, cost structure of YT toys company’s business model interpretation and analysis); Then through the design and optimization of four interfaces (nine elements) of YT plastic toy company's business model canvas model, i.e. provider interface (value proposition), customer interface (customer segmentation, channel access, customer relationship), infrastructure interface (important partners, core resources, key business), financial interface (cost structure, income source). Finally, the optimization design of YT plastic toy company’s business model not only has strong operability, but also provides a reference for the optimization and innovation of similar traditional business model. KEYWORDS: YT plastic toys company; business model; optimize 1 目 录 第一章 绪论 ................................................................................................. 1 第一节 研究的背景 ..................................................................................................... 1 第二节 研究的目的与意义 ......................................................................................... 2 第三节 研究的方法与思路 ......................................................................................... 3 第二章 商业模式的理论基础 ..................................................................... 5 第一节 商业模式的含义 ............................................................................................. 5 一、国外商业模式的含义 ......................................................................................... 5 二、国内商业模式的含义 ......................................................................................... 6 第二节 商业模式的构成要素研究 ............................................................................. 7 一、国外商业模式构成要素研究 ............................................................................. 7 二、国内商业模式要素研究 ..................................................................................... 7 第三节 商业模式画布模型 ......................................................................................... 8 第四节 商业模式优化方法 ......................................................................................... 9 第三章 YT塑胶玩具公司商业模式现状及问题 .................................... 10 第一节 义乌市现有的塑胶玩具出口企业简介 ....................................................... 10 第二节 YT塑胶玩具公司简介 ................................................................................. 12 第三节 YT塑胶玩具公司商业模式现状 ................................................................. 13 第四节 YT塑胶玩具公司商业模式存在的问题 ..................................................... 16 一、提供物界面存在的问题 ................................................................................... 17 二、客户界面存在的问题 ....................................................................................... 17 三、基础设施存在的问题 ....................................................................................... 19 四、财务界面存在的问题 ....................................................................................... 20 第四章 YT塑胶玩具公司商业模式优化设计 ........................................ 23 第一节 提供物界面方案设计 ................................................................................... 24 第二节 客户界面方案设计 ....................................................................................... 26 一、客户群体精准化 ............................................................................................... 26 二、渠道通路畅通化 ............................................................................................... 27 2 三、客户关系粘性化 ............................................................................................... 28 第三节 基础设施界面方案设计 ............................................................................... 29 一、全面提升核心能力 ........................................................................................... 29 二、抓牢关键业务 ................................................................................................... 30 三、巩固重要伙伴关系 ........................................................................................... 31 第四节 财务界面方案设计 ....................................................................................... 32 一、优化成本支出 ................................................................................................... 32 二、拓宽收入来源 ................................................................................................... 32 第五章 YT塑胶玩具公司商业模式优化的保障措施 ............................ 34 第一节 明确目标 ...................................................................................................... 34 第二节 转变经营理念 ............................................................................................... 35 第三节 把握实践执行关键点 ....................................................