I 摘要 专业市场是由传统集贸市场发展演变而来，主要是同类产品逐渐聚集往专业 化方向发展，改革开放以来作为我国国内重要的交易平台和流通渠道已经发展了 近四十年，专业市场的发展对于区域经济的增长有较大的影响。然而随着信息网 络技术的快速发展，电子商务迅速崛起，因其为买卖双方提供交易平台使双方进 行交易，这和长期以来专业市场所扮演的角色有所重合，甚至比传统专业市场更 高效、成本更低，因此几乎所有的专业市场都面临着电子商务的冲击。A专业市 场自开业以来快速发展，成为西南地区最成功的专业市场之一。然而面临复杂多 变的外部环境，A专业市场也面临着经营模式单一带来利润空间减少的风险。这 也会给A专业市场的长期稳定发展带来新的挑战。因此如何结合企业自身情况进 行经营模式转型以提升竞争力是A专业市场亟待解决的问题。 本文共分7个部分，探讨A专业市场经营模式转型的问题。第一部分对研究 背景及意义、研究目的、研究内容和方法、研究路径进行概述；第二部分对经营 模式研究、企业转型研究以及专业市场转型研究等相关理论进行阐述；第三部分 对A专业市场目前的经营现状进行全方位剖析，明晰A专业市场目前的困境；第 四部分为A专业市场经营模式转型环境分析；第五部分明确A专业市场转型方向， 提出A专业市场经营模式转型方案设计以及转型具体措施；第六部分为A专业市 场经营模式转型保障措施，以确保转型顺利实施；第七部分为全文总结。 本文研究发现，目前A专业市场单一的经营模式导致市场功能简单，盈利方 式单一且可复制性强。这直接A专业市场竞争力逐渐减弱，不能适应越来越强的 竞争环境，因此经营模式转型势在必行。文章通过分析，明确A专业市场经营模 式转型目标是实现多元化差异化的发展模式。因此经营模式转型的总体思路是利 用互联网将A专业市场建立成集购物、设计展示、仓储管理为一体的多元化专业 市场。通过这种战略层面转型的方式来提高服务附加值、丰富盈利点，提高企业 竞争力。本文还提出通过市场空间更新改造、建立现代化仓储系统、打造设计师 众创空间、实现线上线下无缝连接的具体措施来实现市场功能转变实现差异化发 展，最终实现经营模式转型的目的。 关键词：专业市场，经营模式，企业转型 ABSTRACT II ABSTRACT specializedmarketevolvedfromthedevelopmentoftraditionalmarket,mainlythe similarproductsgraduallygatheredtothedirectionofspecialization.Sincethereform andopeningup,asanimportantdomestictradingplatformandcirculationchannel,it hasdevelopedfornearly40years,andthedevelopmentofspecializedmarkethasa greatimpactonthegrowthofregionaleconomy.However,withtherapiddevelopment ofinformationnetworktechnology,e-commerceisrisingrapidly,becauseitprovides tradingplatformforbothpartiestotrade,whichoverlapswiththeroleplayedbythe specializedmarketforalongtime,evenmoreefficientandlowercostthanthe traditionalspecializedmarket,soalmostallspecializedmarketsarefacingtheimpactof e-commerce.Aspecializedmarkethasdevelopedrapidlysinceitsopening,becoming oneofthemostsuccessfulspecializedmarketsinSouthwestChina.However,inthe faceofcomplexandchangeableexternalenvironment,aspecializedmarketalsofaces theriskofreducingprofitspacecausedbysinglebusinessmodel.Thiswillalsobring newchallengestothelong-termstabledevelopmentofaspecializedmarket.Therefore, howtocombinetheenterprise'sownsituationtotransformitsbusinessmodelto enhanceitscompetitivenessisanurgentproblemtobesolvedinaspecializedmarket. Thispaperisdividedintosevenpartstodiscussthetransformationofaspecialized marketmanagementmodel.Thefirstpartsummarizestheresearchbackgroundand significance,researchpurpose,researchcontentandmethod,researchpath;thesecond partexpoundstherelevanttheoriessuchasbusinessmodelresearch,enterprise transformationresearchandspecializedmarkettransformationresearch;thethirdpart analyzesthecurrentoperationstatusofaspecializedmarketinanall-roundwayto clarifythecurrentpredicamentofaspecializedmarket;thefourthpartisaspecialty Analysisofthetransformationenvironmentofthebusinessmodeloftheindustry market;thefifthpartclarifiesthetransformationdirectionoftheaspecializedmarket, putsforwardthetransformationschemedesignandspecifictransformationmeasuresof theaspecializedmarketbusinessmodel;thesixthpartisthetransformationsafeguard measuresoftheaspecializedmarketbusinessmodeltoensurethesmooth implementationofthetransformation;theseventhpartisthefulltextsummary. Thefindingsofthispaperitcanbeseenthatthesinglebusinessmodelof ABSTRACT Ⅲ specializedmarketaleadstosimplemarketfunctions,singleprofit-makingmethods andeasytoimitate.Asaresult,thecompetitivenessofspecializedamarketisgradually weakenedandcannotadapttotheincreasinglystrongcompetitiveenvironment,sothe transformationofbusinessmodelisimperative.Throughtheanalysis,thispapermakes clearthatthegoalofaspecializedmarketbusinessmodeltransformationistoachieve diversifiedanddifferentiateddevelopmentmodel.Therefore,thegeneralideaof businessmodeltransformationistousetheInternettobuildaspecializedmarketintoa diversifiedspecializedmarketintegratingshopping,designanddisplay,andstorage management.Throughthisstrategictransformation,wecanimprovetheaddedvalueof services,enrichtheprofitpoints,andimprovethecompetitivenessofenterprises.This paperalsoputsforwardthespecificmeasurestorealizethetransformationofmarket functions,realizethedifferentialdevelopmentandfinallyrealizethetransformationof businessmodelthroughtherenewalandtransformationofmarketspace,the establishmentofmodernstoragesystem,thecreationofdesigners'makerspaceandthe realizationofseamlessconnectionbetweenonlineandoffline. Keywords:specializedmarket,businessmode,enterprisetransformation 目录 IV 目录 第一章绪论.....................................................................................................................1 1.1研究背景.............................................................................................................1 1.2研究目的与研究意义.........................................................................................2 1.2.1研究目的...................................................................................................2 1.2.2研究意义...................................................................................................2 1.3研究内容.............................................................................................................3 1.4研究方法.............................................................................................................3 1.5研究路径.............................................................................................................4 第二章相关理论基础.....................................................................................................5 2.1经营模式相关理论研究.....................................................................................5 2.2企业转型相关理论研究.....................................................................................6 2.3专业市场的发展历程及转型研究.....................................................................7 2.3.1专业市场的研究历程及现状...................................................................7 2.3.2专业市场转型研究...................................................................................9 2.4主要分析工具.....................................................................................................9 2.5本章小结...........................................................................................................10 第三章A专业市场经营现状分析...............................................................................12 3.1A专业市场发展与现状....................................................................................12 3.1.1A专业市场发展概况..............................................................................12 3.1.2A专业市场组织架构..............................................................................13 3.1.3A专业市场营收情况分析......................................................................13 3.2A专业市场当前经营模式及带来的问题........................................................15 3.2.1盈利方式单一.........................................................................................15 3.2.2管理思路僵化.........................................................................................16 3.2.3管理难度增大.........................................................................................16 3.2.4