Nanjing University of Aeronautics and Astronautics
The Graduate School
College of economics and Management
Research on the Business Model of
Residential District O2O
-Take uJinlin as an example
A Thesis in
Business Administration
by
Fan Xiaobo
Advised by
Prof. Li Shan
Submitted in Partial Fulfillment
of the Requirements
for the Degree of
Master of Business Administration
March, 2018
承诺书
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作者签名：
日期： 2018.03
南京航空航天大学硕士学位论文
I
摘要
2013年以来，社区O2O类项目不仅受到各种政策的支持和推动，创业者、资本市场对之也
是青睐有加。在社区O2O如火如荼发展的近5年中，真正能够脱引而出的明星项目少之甚少
有的项目已经成为“先驱”，淡出舞台；有的仍在为了取得突破而苦苦坚持。“有近邻”正是后
者中的一员，也能体现这一类社区O2O项目的现状，而如何走出这一困境？无疑是“有近邻”
这一类企业面临的最大挑战
带着这一问题，论文以“有近邻”为案例，基于商业模式本体论，以客户分群、价值主张、
关键合作、关键业务、核心资源、渠道通路、客户关系、成本结构及收益来源为基础，对其商
业模式进行研究，来发现问题并加以改善。首先，从“有近邻”的现状分析入手，辨识其商业
模式类型；其次，通过对其产品或服务以及客户概况的研究，进行价值主张定义；最后，结合
基础设施、财务层面以及渠道通路的分析，构建完整的商业模式及演进路线并加以论证，并提
供实施策略及一系列保障措施
社区O2O商业模式的研究，是对一个新兴商业形态的本质性研究，不再从市场及未来趋势
角度出发，而是回到商业的本质，定位顾客，解决顾客的问题，让顾客为之而买单，并且获得
一定的经济利益。“有近邻”商业模式的呈现，不仅可以帮助“有近邻”有效的规划目标、路径
及资源，同时，能够对开展这一类社区O2O项目的企业提供一定的参考价值
关键词：社区O2O，商业模式，九大要素模型，商业模式画布，价值主张
基于物流社区的O2O商业模式研究
II
ABSTRACT
Since 2013, Community O2O projects are not only supported and promoted by various policies,
but also favored by entrepreneurs and capital markets. In the nearly 5 years of rapid development of
community O2O, there are very few truly outstanding projects. Some projects are or have faded from
the stage, and some still persist in making breakthroughs. 'UJinlin' is one of the latter and also reflects
the status of this type of community O2O project. How to get out of this predicament It is
undoubtedly the core challenge and problem that the 'Ujinlin' are facing.
With this question, the thesis takes 'UJinlin' as an example, based on business model ontology
and based on customer segmentation, value proposition, key cooperation, key business, core resources,
channel access, customer relationship, cost structure and revenue sources, research its business model
to identify problems and improve them. Second, define the value proposition by studying its products
or services and customer profiles. Finally, build a complete business model and evolution route and to
demonstrate, and provide implementation strategies and some columns of safeguards through the
analysis of infrastructure, finance and channel access.
The study of the community O2O business model is an essential study of an emerging business
model. Instead of starting from the market and future trends, it is back to the essence of business, to
target customers, solve customer problems, so that customers pay for it, and access to certain
economic benefits. The presentation of 'UJinlin' business model can not only help 'UJinlin' to plan
effectively, but also provide some reference value for enterprises carrying out this type of community
O2O project.
Keywords: Community O2O, business model, nine factor models, business model canvas, value
propositions。。。。。。