I 摘要 随着经济的全球化、互联网应用的深入，商业模式的理论研究在商业界、学术界也 日益盛行；当今市场的竞争，实际是商业模式之间的竞争，一个初创企业如有好的商业 模式，就成功了一大半。商业模式是一种很好地把高层战略理念与日常工作决策联系起 来的工具。 伴随着新能源汽车和智能电网的大力发展、轨道交通与电气化铁路建设的加速以及 各种精密电子产品的使用，电力用户侧对电能质量的要求逐步提高，各行业的电能质量 治理意识逐步增强，电能质量治理市场也呈现稳步增长的趋势。相关专家预测，未来的 中国电能质量治理市场将出现井喷式发展，产业规模将保持快速稳定增长的态势。 上述市场情况对于专业进行电能质量治理的QJ公司而言，既是机遇又是挑战，面 临非常大的压力。因此，在QJ公司现有初创期的基础上对其商业模式进行梳理、优化， 走出经营困境，推动其快速发展上升，为将来的持续发展打下基础，是QJ公司的首要 关键任务。 本文以QJ公司为研究对象，首先，综述了商业模式、商业模式画布、商业模式设 计及优化等理论基础及国内外研究现状。其次，使用PEST、五力模型及商业模式画布 等系统工具对公司的内外部环境、行业结构、行业内外竞争态势进行详细的研究与分析。 再次，基于上述分析结果从商业模式的价值视觉查找QJ公司现有商业模式存在的问题， 针对这些问题对价值主张、价值创造、价值传递、价值获取四个方面对公司的商业模式 进行优化设计。最后，制定了商业模式优化的实施步骤与实施保障。 关键词：商业模式；电能质量治理；商业模式画布；价值视觉 广东工业大学硕士论文 II Abstract With the development of economic globalization and Internet application, the theoretical research of business model is becoming more and more popular in business and academic circles. Nowadays, the competition in the market is actually the competition between business models. If a start-up enterprise has a good business model, it will be more than half successful. Business model is a good tool to link high-level strategic ideas with daily work decisions. With the vigorous development of new energy vehicles and smart grid, the acceleration of rail transit and electrified railway construction, and the use of various precision electronic products, the requirements of power user side for power quality are gradually improved, the awareness of power quality management in various industries is gradually enhanced, and the power quality management market is also showing a steady growth trend. Relevant experts predict that in the future, China's power quality control market will have a blowout development, and the industrial scale will maintain a rapid and stable growth trend. The above market situation is not only an opportunity but also a challenge for QJ company, which specializes in power quality management, and faces great pressure. Therefore, it is the first key task of QJ company to sort out and optimize its business model on the basis of its current start-up period, get out of business difficulties, promote its rapid development and rise, and lay the foundation for future sustainable development. This article takes QJ company as the research object. Firstly, it summarizes the theoretical basis of business model, business model canvas, business model design and optimization, and the research status at home and abroad. Secondly, we use pest, five forces model and business model canvas to study and analyze the company's internal and external environment, industry structure and internal and external competition situation in detail. Thirdly, based on the above analysis results, find out the existing problems of QJ company's business model from the value vision of business model, and optimize the company's business model in terms of value proposition, value creation, value transmission and value acquisition. Finally, the implementation steps and guarantee of business model optimization are formulated. Key words: Business Model；Power Quality Management；Business Model Canvas； Value Vision 目 录 III 目 录 摘要 ........................................................................................................................................... I Abstract ...................................................................................................................................... II 目 录 ........................................................................................................................................ III Contents .................................................................................................................................... VI 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景及意义 ............................................................................................................. 1 1.1.1 理论背景 .................................................................................................................. 1 1.1.2 现实背景 .................................................................................................................. 1 1.1.3 研究意义 .................................................................................................................. 2 1.2 研究综述与理论基础 ..................................................................................................... 3 1.2.1 商业模式 .................................................................................................................. 3 1.2.2 商业模式画布理论 .................................................................................................. 4 1.2.3 商业模式设计与优化理论 ...................................................................................... 6 1.3 主要研究内容和研究方法 ............................................................................................. 9 1.3.1 研究内容 .................................................................................................................. 9 1.3.2 研究方法 ................................................................................................................ 10 1.4 研究技术路线 ............................................................................................................... 11 第二章 QJ公司概况与商业模式现状分析 .......................................................................... 12 2.1 公司基本情况 ............................................................................................................... 12 2.2 业务模式概况 ............................................................................................................... 13 2.2.1 三种典型的服务模式 ............................................................................................ 13 2.2.2 典型服务模式总结 ................................................................................................ 14 2.3 公司商业环境分析 ....................................................................................................... 16 2.3.1 PEST分析 ............................................................................................................... 16 2.3.2 五力模型分析 ........................................................................................................ 21 2.4 商业模式画布要素分析 ............................................................................................... 24 广东工业大学硕士论文 IV 2.4.1 九要素 .................................................................................................................... 24 2.4.2 现阶段商业模式画布 ............................................................................................ 28 2.5 QJ公司商业模式的问题及原因分析 ........................................................................... 29 2.5.1 价值主张环节问题分析 ........................................................................................ 30 2.5.2 价值创造环节问题分析 ........................................................................................ 30 2.5.3 价值传递环节问题分析 ........................................................................................ 31 2.5.4 价值获取环节问题分析 .......................................................