随着互联网信息时代的到来，企业面对的商业环境日益复杂，企业间的竞争重心 也逐渐地由企业产品的竞争转化为管理制度的竞争，而其背后都有一套清晰完善的商 业模式作为支撑，促使企业不断发展壮大。因此，对于企业商业模式的研究就变得非 常重要。现阶段针对商业模式的研究尚未形成统一的理论体系，而如何把“互联网+” 与汽车金融公司的商业模式结合起来进行商业模式的创新具有一定的现实意义。 本文以广州灿谷汽车金融公司（简称为广州灿谷）为案例研究对象，运用商业模 式画布模型对广州灿谷的现有商业模式进行了分析，针对广州灿谷现有商业模式存在 的问题，立足于移动互联网的时代背景，提出了相应的商业模式创新方案以及相应的 保障措施。本文按照提出问题—分析问题—解决问题的研究思路，首先阐述论文的研 究背景和研究意义，对汽车金融、商业模式以及商业模式结构的有关文献进行了回顾， 并根据商业模式画布模型对广州灿谷现有商业模式进行了分析，发现其中存在的问题 及其成因；然后根据商业模式画布模型，从以客户为中心的价值主张、以企业为核心 的关键业务流程两个角度，立足互联网的时代大背景，从市场细分、客户价值、业务 模式和盈利模式四个角度对广州谷现有商业模式进行创新，进而提出了“互联网拼团 购车”的商业模式；同时根据广州灿谷现有的市场资源，对广州灿谷实施“互联网拼 团购车”商业模式的可行性及其相应的产品策略、盈利模式及其实施途径进行了具体 的分析。研究发现“互联网拼团购车”模式相比于原有的“场景化的新零售”模式， 在客户定位、客户忠诚度和黏度以及与汽车经销商合作关系等方面都具有一定的优势。 “互联网拼团购车”模式下，通过对汽车消费者进行个性化的分析，不仅可以满足客 户的多样性和个性化需求，同时可以充分发挥自身资源优势，还能与汽车经销商建立 良好的合作伙伴关系。最后，根据案例分析的结果，文章得出相关启示，以期为其他 企业进行商业模式创新或转型提供借鉴参考。 关键词：汽车金融公司；商业模式创新；互联网拼团购车；商业画布模型II Abstract With the progress of financial technology, the participation of Internet auto finance and related policies support, the development of China's auto finance industry will become more and more mature. The auto finance company itself belongs to the capital intensive industry, and its business expansion needs a lot of financial support. With the advent of the Internet information age, the business environment faced by enterprises is becoming more and more complex, and the focus of competition among enterprises is gradually transformed from the competition of enterprise products to the competition of management system, and there is a set of clear and perfect business model behind it as the support to promote the continuous development and growth of enterprises. At present, the research on business model has not yet formed a unified theoretical system, and how to combine the "Internet" with the business model of auto finance companies to optimize the business model has a certain practical significance. Shimmering valley in guangzhou cangu auto financing companies (hereinafter referred to as shimmering valley in guangzhou cangu ）as a case study object, using the business model canvas model to guangzhou cangu downtown valley, the existing business model are analyzed, aiming at the existing problem of shimmering valley guangzhou cangu existing business model, based on the background of the age of mobile Internet, and puts forward the corresponding business model innovation scheme and corresponding guarantee measures. In this paper, according to ask questions - analysis problem - the research train of thought to solve the problem, first of all, this thesis research background and research significance, the auto financing, business model and business model of the structure of the reviewed literatures, and according to the business model canvas model to guangzhou cangu downtown valley existing business model are analyzed, and found that there were problems and its reasons; Model, and then according to the business model canvas from the customer-focused value proposition, with enterprises as the core of key business processes two angles, based on The Times background of the Internet, from the market segmentation, customer value, the business model and profit model of four guangzhou valley in the view of the existing business model innovation, and then put forward the "Internet group car" business model; Finally, based on the existing market resources of guangzhou cangu, the feasibility of implementing the business model of "Internet group-buying" and the corresponding product strategy, profit model and its implementation approach are analyzed in detail. This paper finds that compared with the original "scenario new retail" model, the "Internet group purchase" model has certain advantages in terms of customer positioning, customer loyalty and viscosity, and cooperative relationship with automobile dealers. Under the mode of "Internet group purchase", the company can not only meet the diverse and personalized needsIII of customers, but also give full play to its own resource advantages and establish a good partnership with automobile dealers by conducting personalized analysis of automobile consumers. Finally, based on the results of the case analysis, the paper draws some enlightenment, hoping to provide reference for other enterprises to innovate or transform their business models. Keywords: Auto finance companies; Business model construction; Commercial Canvas Model; Internet group purchase cars目录 目录 摘要....................................................................................................................................................I 第一章 绪论................................................................................................................................... 1 1.1 研究背景及意义.........................................................................................................1 1.1.1 研究背景..................................................................................................1 1.1.2 研究意义..................................................................................................1 1.2 文献综述.......................................................................................................................2 1.2.1 商业模式概念的研究.............................................................................. 2 1.2.2 “互联网+”商业模式的研究.............................................................3 1.2.3 汽车金融公司的研究.............................................................................7 1.2.4 简要评述....................................................................................................9 1.3 研究的内容..................................................................................................................9 1.4 论文研究的方法与技术路线................................................................................10 1.4.1 研究的方法..............................................................................................10 1.4.2 研究的技术路线.....................................................................................10 第二章 相关概念界定及理论基础........................................................................................12 2.1 基本概念........................................................................................................................12 2.1.1 汽车金融的概念.....................................................................................12 2.1.2 商业模式的概念.....................................................................................12 2.1.3 商业模式结构的概念...........................................................................14 2.2 理论基础........................................................................................................................15 2.2.1 商业模式画布模型.................................................................................15 2.2.2 商业模式创新理论.................................................................................16 第三章 广州灿谷及其商业模式现状与分析...................................................................18 3.1 广州灿谷及其现有商业模式概况..........................................................................18 3.1.1 广州灿谷的基本情况...........................................................................18 3.1.2 基于画布模型的现有商业模式分析................................................21 3.2 广州灿谷现有商业模式存在的问题....................................................................23 3.2.1 客户群体定位不明确...........................................................................23 3.2.2 第三方支付资金安全无保障............................................................. 23 3.2.3 客户忠诚度和黏度均较低..................................................................23 3.2.4 合作商成本结构复杂...........................................................................24 3.3 现有商业模式存在问题的原因分析....................................................................24目录 3.3.1 价值主张无法洞悉客户需求............................................................. 24 3.3.2 过度追求规模而忽视具体流程.........................................................24 3.3.3 客户关系管理投入不足.......................................................................24 3.4.4 合作商家缺乏长期合作意愿............................................................. 25 第四章 “互联网拼团购车”商业模式在广州灿谷的探索.........................................26 4.1 实施“互联网拼团购车”商业模式的可行性分析..........................................26 4.1.1 适应客户群体心理特征变化的需求................................................27 4.1.2 增强顾客价值的可实现感..................................................................28 4.2 “互联网拼团购车”商业模式的目标客户及产品策略............................... 29 4.2.1 明确“互联网拼团购车”目标客户................................................30 4.2.2 “互联网拼团购车”产品策略.........................................................30 4.3 “互联网拼团购车”商业模式的业务流程及盈利模式............................... 31 4.3.1 “互联网拼团购车”商业模式的业务流程..................................31 4.3.2 “互联网拼团购车”商业模式的盈利模式..................................32 4.4“互联网拼团购车”商业模式的途径..................................................................33 4.4.1 价值主张满足用户更高体验感.........................................................33 4.4.2 优化业务流程.........................................................................................34 4.4.3 提高客户的忠诚度和黏度..................................................................35 4.4.4 激励合作商家积极参与.......................................................................36 第五章 广州灿谷商业模式创新的保障措施...................................................................37 5.1 强化合作伙伴关系......................................................................................................37 5.2 提升人力资源水平.....................................................................................................37 5.2.1 人才的培养...............................................................................................37 5.2.2 薪酬与员工激励.....................................................................................38 5.3 健全财务管理制度.....................................................................................................38 5.4 完善汽车金融服务平台........................................................................................... 39 5.4.1 优化客户关系管理系统........................................................................39 5.4.2 客户购买方式简捷化............................................................................ 39 第六章 结束语.......................................................................................................................... 40 6.1 总结..............................................................................................................................40 6.2 创新点......................................................................................................................... 41 6.3 不足之处.....................................................................................................................41