随着我国进入中等收入国家，也意味我国消费已经步入大众消费时代。在 时尚产业中，欧美日韩等发达国家的服装、鞋和包业已转向高端，在研发和设 计方面处于世界领先位置，是国内服装、鞋和包设计师和企业争相学习的对象。 然而国内设计师和企业获取国内外潮流资讯途径闭塞，并且搜集和获取服装、 鞋和包资讯的成本很高，互联网时尚资讯行业因此应运而生。 本文将互联网时尚资讯平台这一互联网企业类型与商业模式设计与创新相 结合，提出了如何将九要素商业模式分析模板应用于DICTION公司这一案例企 业实践的范例，并且基于平台商业模式理论进行了商业模式创新，为后面学者 进行商业模式在新情境下的设计与创新提供了思路。研究表明，作为一个面向 消费者、设计师、生产企业以及面辅料商的平台型企业，DICTION公司商业模 式设计的目标是多元化的，但是要遵循以下原则——具备持续赢利能力、客户 价值最大化、符合企业资源现状、相对较高的进入门槛以及风险较小并且可控。 本文基于九要素模型进行了DICTION公司商业模式设计，其中，核心资源包括 其深厚的基础资源以及生态圈战略核心优势；重要合作关系包括DICTION产业 联盟即设计师与品牌商、原料商的产业整合平台；关键业务内容包括产品开发、 产品陈列、订单交易和金融服务；渠道通路包括以Diction Mall为核心的看货 会、线下订货会以及线上订货会；价值主张指的是致力于解决品牌商、原料商 与消费者信息不对称问题，整合产业资源，打造全球时尚第一生态圈；客户关 系指的是DICTION公司拥有基于大数据和智能分析功能的客户关系管理中心； 客户细分包括服装企业细分市场领域、上游面辅料行业拓展、下游终端渠道的 整合以及未来的招聘猎头业务等公司服务内容；在收入来源上，主要通过平台 会员服务费用实现稳定、持续收入，收入构成主要包含平台会员服务费、客户 广告服务费、企业订单成交抽佣费用以及网站平台增值产品收入；在成本结构 上，主要有工资、社保及福利费，产品研发成本及发布会运营等费用也值得重 点关注。 最后，本文梳理了DICTION公司商业模式在实施期间的基本风险，包括互 联网技术革新风险、网站内容侵权诉讼风险以及行业市场竞争风险，并针对性 地提出了DICTION公司商业模式的实施保障，包括招募专业性营销岗位人才、 强化服装及时尚专业知识培训以及全面推进生态圈战略以巩固市场领先地位。 关键词：时尚产业，九要素商业模式，平台商业模式 III ABSTRACT As China enters middle-income countries, it also means that China's consumption has entered the era of mass consumption. In the fashion industry, the clothing, shoes and bag industry in developed countries such as Europe, America, Japan and South Korea have turned to high-end, and are in the world's leading position in R&D and design. They are the object of competition among domestic apparel, shoes and designer designers and enterprises. However, domestic designers and enterprises have blocked the domestic and international trend information, and the cost of collecting and acquiring clothing, shoes and bag information is very high. The Internet fashion information industry has emerged as the times require. This paper combines the Internet fashion information platform, an Internet enterprise type, with business model design and innovation, and proposes how to apply the nine-factor business model analysis template to the example of the enterprise practice of the DICTION, and based on the platform business model theory. The innovation of business model provides ideas for the design and innovation of business models in the new context. Research shows that as a platform-oriented enterprise for consumers, designers, manufacturers and surface-access suppliers, the goal of the business model design of the company is diversified, but the following principles must be followed: continuous profitability, customer value Maximize, meet the current state of corporate resources, relatively high entry barriers, and be less risky and controllable. This paper based on the nine-element model for the design of the business model of the DICTION, in which the core resources include its deep basic resources and the core advantages of the ecological circle strategy; important cooperation relationships include the industry of the DICTION industry alliance, the designer and brand, and the raw material supplier. Integration platform; key business content includes product development, product display, order trading and financial services; channel access includes Diction Mall as the core of the sight-seeing, offline ordering and online ordering; value proposition refers to the solution Brand information, raw materials supplier and consumer information asymmetry, integrate industrial resources to create the global fashion first ecological circle; customer relationship refers to DICTION has a customer relationship management center based on big data and intelligent analysis; IV customer segmentation Including the apparel industry segment market segment, the upstream accessory industry expansion, the high-end trend products for children's wear, and the future recruitment and headhunting business services; in terms of revenue sources, the platform member service fee is mainly used to achieve stable and continuous income, and the income component mainly includes Platform member service fee, customer advertising service Costs, corporate expenses and order execution rake web platform value-added product revenue; on the cost structure, mainly wages, social security and welfare, product development and other operational costs and conference fees should also be focused. Finally, this paper sorts out the basic risks of the business model of the company, including the risk of Internet technology innovation, the risk of website content infringement litigation and the risk of competition in the industry market, and puts forward the implementation guarantee of the business model of the company. Including recruiting professional marketing talents, strengthening apparel and fashion expertise training, and comprehensively promoting the ecosystem strategy to consolidate market leadership. KEY WORDS: Fashion industry, Nine-factor business model, Platform business model V 目 录 摘要 .... I ABSTRACT .................. III 第1章 绪论 ..................... 1 1.1 选题背景和研究意义 ............................ 1 1.1.1 选题背景 .......... 1 1.1.2 研究意义 .......... 3 1.2 研究文献综述 ......... 3 1.2.1 商业模式的概念 ............................. 3 1.2.2 商业模式的结构及要素 ................. 4 1.2.3 商业模式设计与创新 ..................... 6 1.3 研究内容及方法 ..... 7 1.3.1 研究内容 .......... 7 1.3.2 研究方法 .......... 9 第2章 相关概念及理论基础 ...................... 11 2.1 相关概念 ............... 11 2.1.1 时尚产业 ........ 11 2.1.2 互联网时尚资讯行业 ................... 11 2.2 平台商业模式理论 .............................. 12 2.3 九要素商业模式分析模板 .................. 13 2.3.1 公司战略与商业环境分析 ........... 14 2.3.2 业务结构分析 14 2.3.3 客户价值分析 15 2.3.4 盈利模式分析 15 2.4 本章小结 ............... 16 第3章 DICTION公司商业模式设计的影响因素分析 .......... 19 3.1 宏观环境分析 ....... 19 3.1.1 政策因素 ........ 19 3.1.2 经济因素 ........ 19 3.1.3 社会因素 ........ 20 3.1.4 技术因素 ........ 21 3.2 行业环境分析 ....... 22 3.2.1 行业发展现状和趋势 ................... 22 3.2.2 行业竞争环境分析 ....................... 23 3.3 DICTION公司的资源及能力分析 ..... 24 3.3.1 公司简介 ........ 24 3.3.2 公司资源现状分析 ....................... 25 3.3.3 公司能力现状分析 ....................... 26 VI 3.4 DICTION公司的战略设计现状分析 . 27 3.4.1 公司竞争优劣势分析 ................... 27 3.4.2 公司中期发展战略规划 ............... 29 3.4.3 公司长期发展战略规划 ............... 30 3.5 本章小结 ............... 31 第4章 DICTION公司的商业模式设计 ... 33 4.1 DICTION公司商业模式设计的必要性 ............................ 33 4.1.1 现有的行业商业模式具有局限性 .............................. 33 4.1.2 电商时代捕捉平台型资讯服务机会 .......................... 33 4.2 DICTION公司商业模式设计的目标和原则 .................... 34 4.2.1 商业模式设计的目标 ................... 34 4.2.2 商业模式设计的原则 ................... 35 4.3 基于九要素模型的DICTION公司商业模式设计 .......... 36 4.3.1 经营基础模块设计 ....................... 36 4.3.2 客户模块设计 41 4.3.3 财务模块设计 43 4.4 本章小结 ............... 46 第5章 DICTION公司商业模式的实施风险及保障措施 ...... 49 5.1 DICTION公司