在互联网时代，随着大众获取和发布信息的方式更加便捷，不断增多。作为传统 媒体的报纸已经优势不再。 对于包括 BB 报社在内的纸媒而言，多年来的经营收入一直依靠“发行”和“广告” 这两条腿走路.随着人们获取新闻的方式不断增多，阅读报纸的群体越来越少，纸媒 的发行量面临着下滑，而发行量和阅读量的减少，对于广告客户来说，他们在报纸上 投放的广告越来越难以转化为销售量，因此广告投放量也越来越少。于是，纸媒开始 面临了经营收入雪上加霜的困境。 本文以 BB 报社为案例，通过商业模式的容器结构模型，从顾客价值主张、顾客 问题解决、盈利获取、内部运营系统和外部合作网络五大板块，对 BB 报社在“纸媒 的寒冬”中，商业模式的转型升级进行了研究。BB 报社作为一家普通的地市级纸媒， 2014 年前后，移动互联网逐渐在 BB 市普及，BB 报社也开始积极对自身的商业模式 进行转型升级，与新媒体融合，扩张解决顾客问题的渠道，并不断深挖自身资源，通 过自身多年来的品牌性、权威性，加强与政府部门和商家的合作，推出“媒体+”，以 扩张盈利模式，其经营收入在稳固的基础上，取得了一定的增长，从全省经营收入排 名第三的地市级报社跃进至第二位，仅次于省会城市的报社。 本文对 BB 报社传统商业模式、以及 BB 报社传统商业模式在互联网时代受到的 冲击、BB 报社升级转型后的商业模式进行研究，从而得到启示，并以此尝试为其它 商业模式正在发展的传统纸媒提供有价值的参考建议。 此外，本文还结合 BB 报社的现状，对报社的商业模式上进一步的优化发展提出 建议，提高管理层对 BB 报社的战略性和方向性把握，从而达到品牌升级、模式优化 的效果。 关键词：商业模式；互联网；报社互联网背景下 BB 报社商业模式转型研究 I ABSTRACT In the era of internet, with more convenient ways of gathering information cropping out ,a newspaper, one of the traditional media, is inevitably of less importance in information acquirement. For quite a long term, sale of newspaper copy and its page ad has been a main revernue for most of newspapers including BB Newspaper. But in nowadays, as various of news media pop out, the population of newspaper reading is plumped sharply ,which in turn affected its circulation and ad revenue. For ad clients, when the investment in newspaper ad is rewarding less and less, they would chose other media platform, which finally threatens traditional newspapers’ survival in the battle against the cropping new media. BB Newspaper Office is an official municipal newspaper. Having taken BB Newspaper as a research object, the thesis focus on its adaption strategies during the fiece and critical “paper media’s bitter winter time” in five aspacts of business mode, i.e.clients’ value necessity, clients’ demand, income acquirement, internal administration and eternal cooperation. In 2014, BB Newspaper initiates various of measures to address its difficulties. In the use of traditional advantages in authority news and long-term good reputation, the newspaper office adopted the strategy of internet+, which successfully has help it balanced its income and gain growth, which makes it the second place in the revenue chart of the whole province. After studying BB Newspaper’s previous business mode, the impact it encountered from internet new media, its new business mode after adaption, the thesis tries to explain its current survival after all those measures it deployed and offers an instructional suggestion to all the paper news media that in hard time now. In addition, the thesis also provides some solutions to optimize BB Newspaper’s structure and administrating model in order prolong its survival to a success. KEYWORDS: business model；internet ； Newspaper Office；互联网背景下 BB 报社商业模式转型研究 1 目 录 第一章 绪论....................................................................................................1 第一节 研究的背景和意义............................................................................................1 一、研究的背景.............................................................................................................1 二、研究意义.................................................................................................................2 三、国内外相关研究.....................................................................................................2 第二节 研究目标、思路及方法....................................................................................3 一、研究目标.................................................................................................................3 二、研究的基本思路及方法.........................................................................................3 第二章 商业模式基本理论............................................................................5 第一节 商业模式定义....................................................................................................5 第二节 商业模式的容器模型........................................................................................6 一、容器模型的五大板块.............................................................................................7 二、互联网＋时代的四大类商业模式.........................................................................9 第三章 互联网冲击前的 BB 报社商业模式分析......................................11 第一节 BB 报社的基本情况........................................................................................11 第二节 商业模式容器模型五板块分析...................................................................... 11 一、解决信息痛点.......................................................................................................11 二、消除“痛点”能力强...............................................................................................12 三、易取得丰富盈利...................................................................................................15 四、核心资源独特.......................................................................................................15 五、合作者可靠...........................................................................................................16 第四章 互联网冲击下的 BB 报社商业模式分析......................................18 第一节 互联网对 BB 报社商业模式的冲击效应.......................................................18 一、价值主张依旧.......................................................................................................18 二、顾客不再青睐报纸...............................................................................................19 三、经营收入锐减.......................................................................................................20目录 2 四、内部资源受冲击有限...........................................................................................21 五、合作者开始流失...................................................................................................21 第二节 BB 报社当前商业模式（2014 年-至今）转型分析......................................23 一、打造解决信息传递、商品选择的平台...............................................................23 二、增强核心业务竞争力...........................................................................................24 三、获取更多广告收入...............................................................................................25 四、以核心资源驱动转型...........................................................................................26 五、从合作中挖掘商机...............................................................................................29 第三节 BB 报社当前商业模式（2014-至今）效果评估...........................................31 一、“漏气”的商业模式容器重新“密封”....................................................................31 二、未能质的扩张 BB 报社商业模式的容量........................................................... 32 第五章 BB 报社商业模式进一步优化分析...............................................33 第一节 BB 报社商业模式进一步优化驱动因素........................................................33 一、报纸盈利能力不断下降.......................................................................................33 二、影响力下降...............................................