L公司商业模式转型案例研究
A Case Study on Business Model Transformation of L Company
Abstract
With the boom of China's Internet economy, the digital economy has shown a sustained
and rapid growth trend, pulling the action of economic growth. The sales of e-commerce
platforms represented by Taobao and JD have also increased year by year. With the smooth
progress of the "Internet +" program, plenty of entity enterprises have also successfully settled
on e-commerce platforms, hoping to catch the flight of the Internet economy and grasp new
profit growth points. However, as the two major e-commerce operators Taobao and JD
have gradually formed platforms of considerable scale, the policies for entering stores have
also become strict and demanding.
This thesis takes Company L as the research object and adopts the method of case study
to introduce and summarize the important events in the process of transformation and
development. Studied L company’s attempts in the past year to enrich product categories and
expand group-buying channels, and the process of finally determining the operation model of
attracting new consumer through distributing free drinks through WeChat groups and
live-streaming sales, as well as its active expansion of cooperation opportunities with the
government, cooperating with the government to establish a new format of e-commerce of
products promotion for poverty alleviation, and use "cloud shopping" live broadcast to
promote business and market resumption activities. By researching the existing business
model of L company, this thesis sought out the problems in the business model of the
company, and used analysis tools such as the nine-element business model framework,
combined with the external environment of the company, analyzed and found causes for the
company’s shortcomings in company orientation, business model, and profit model. Then,
based on the actual situation of the company, the overall idea of establishing Qingdao
time-honored brand shared digital marketing platform is determined,it put forward specific
improvement plans in terms of company orientation, business model, and profit model, so that
to further optimize the existing business model of L company. Finally, it puts forward the
guarantee measures for the implementation of the strategy from the two aspects of human
resources and technology development.
The research results of this thesis will further enrich the solution exploration of the “new
retail”, and provide a reference for the development of small and medium-sized enterprises
dedicated to this area, as well as indicate future directions for L company's corporate
development strategy and business model. The research results of this thesis are considered to
have practical guiding significance.
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大连理工大学专业学位硕士学位论文
Key Words：Business Model; E-commerce Platforms; New Retail
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L公司商业模式转型案例研究
目录
摘 要.............................................................................................................................I
Abstract ..............................................................................................................................II
1 绪论.............................................................................................................................. 1
1.1 研究背景和意义............................................................................................... 1
1.1.1 研究背景................................................................................................ 1
1.1.2 研究目的和意义.................................................................................... 3
1.2 案例研究设计................................................................................................... 4
1.2.1 案例选择................................................................................................ 4
1.2.2 案例研究方法........................................................................................ 4
1.2.3 案例内容结构和安排............................................................................ 5
2 案例正文...................................................................................................................... 6
2.1 企业背景........................................................................................................... 6
2.1.1 品牌背景................................................................................................ 6
2.1.2 成立动机................................................................................................ 7
2.1.3 业务拓展及构想.................................................................................... 8
2.2 行业背景与他山之石..................................................................................... 12
2.2.1 行业发展现状...................................................................................... 12
2.2.2 现有电商平台典型商业模式.............................................................. 15
2.3 当前商业模式之困......................................................................................... 17
2.3.1 公司定位产生分歧.............................................................................. 18
2.3.2 业务拓展举步维艰.............................................................................. 19
2.3.3 业绩压力日渐凸显.............................................................................. 20
3 案例分析.................................................................................................................... 23
3.1 理论依据......................................................................................................... 23
3.1.1 九要素商业模式分析框架.................................................................. 24
3.1.2 魏朱六要素商业模式模型.................................................................. 25
3.2 L公司内外部环境分析 ................................................................................. 27
3.2.1 外部环境分析...................................................................................... 27
3.2.2 内部环境分析...................................................................................... 29
3.3 L公司商业模式存在的问题分析 ................................................................. 31
3.3.1 定位问题分析...................................................................................... 31
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