I 摘要 随着经济的发展，时代的进步，传统商业模式已经无法适应这个复杂多变的现代 商业社会，那么，企业如何在现代不断变化的商业社会谋求发展，取得成功，探索出 一条适应自身发展的商业模式道路，成为当代企业亟待解决的问题。本文以 HQ 农庄 为例，探索其商业模式创新的特点，分析其创新前因，并以此为蓝本，总结研究影响 企业商业模式创新的重要性。 具体来说，首先，提出商业模式创新的研宄背景、目的和意义，以及研究方法和 研究内容，结合国内外理论对商业模式及其创新的概念体系进行综述分析； 其次，以 HQ 农庄为研究对象，通过对其发展阶段现状及其传统商业模式（顾客 价值主张、顾客需求、盈利来源、内部运营系统、外部合作网络）存在的问题进行分 析研究，形成其商业模式创新的基本分析框架。 再次，探索推动 HQ 农庄商业模式创新的前因，分别从外在影响因素和内在因素 两个方面入手，外在影响因素涵盖产业发展、顾客需求、市场环境、政府产业政策、 地理环境、互联网+等因素；内在影响因素包括企业领导者、运营管理团队、品牌优 势，分析每个因素对其商业模式创新的影响。 然后，阐述了 HQ 农庄商业模式创新的途径，从产品服务、目标客户、内部价值 链、关系网络、盈利模式五个方面分析其商业模式创新采取的途径，继而通过实地调 研、问卷调查的形式从财务、外部环境、内部、客户四个层面对其创新效果进行评估。 最后，研究结论与启示，总结提出研究结论和启示、以及论文的不足和未来研究 的方向。 关键词：HQ 农庄；商业模式创新；策略ABSTRACT I ABSTRACT With the development of economy and the progress of the times, the traditional business model has been unable to adapt to this complex and changeable modern business society. So, how to seek development and success in the modern and changing business society, and how to explore a business model to adapt to their own development has become an urgent problem for contemporary enterprises. The problem. Taking HQ farm as an example, this paper explores the characteristics of its business model innovation, analyzes its causes of innovation, and as a blueprint, summarizes the importance of influencing enterprise business model innovation. In particular, first, it puts forward the background, purpose and significance of business model innovation, as well as the research methods and research contents, and summarizes and analyzes the concept system of business model and its innovation in the light of domestic and foreign theories. Secondly, taking HQ farm as the research object, the basic analysis framework of its business model innovation is formed through the analysis and research of its development stage and the existing problems of its traditional business model. Thirdly, it analyzes the former causes of HQ farm business model innovation, and points out the external factors (market competition, entrepreneurial culture, consumption demand, government industrial policy, etc.) and the internal influence factors (enterprise leaders, corporate culture, organizational learning power, etc.), and from customer value claims and customers. Then, it expounds the strategy of HQ farm business model innovation, analyzes its business model innovation approach (product service, internal value chain, target customer, relationship network, profit model), and carries out innovation evaluation from four aspects of finance, external environment, internal and customer. Finally, the research findings and enlightenment are summarized, and the research findings of the business model innovation are summarized, and the practical enlightenment of the research and the future research direction are put forward. KEYWORDS: HQ farm；business model；strategy目录 1 目 录 第一章 绪论....................................................................................................1 第一节 研究背景和意义................................................................................................1 一、选题的背景.............................................................................................................1 二、研究的意义.............................................................................................................2 第二节 研究的内容和方法............................................................................................2 一、研究内容.................................................................................................................2 二、研究的方法.............................................................................................................3 第二章 理论基础............................................................................................4 第一节 商业模式的定义与结构....................................................................................4 一、商业模式定义.........................................................................................................4 二、商业模式结构.........................................................................................................4 第二节 商业模式创新的概念........................................................................................8 一、商业模式创新定义.................................................................................................8 二、商业模式创新的动因.............................................................................................9 三、商业模式创新方法...............................................................................................11 第三章 案例分析..........................................................................................14 第一节 HQ 农庄商业模式创新的必要性....................................................................14 一、HQ 农庄基本情况................................................................................................14 二、HQ 农庄传统商业模式........................................................................................14 三、HQ 农庄传统商业模式存在的问题....................................................................16 第二节 HQ 农庄商业模式创新的前因........................................................................16 一、HQ 农庄商业模式创新的外因............................................................................17 二、HQ 农庄商业模式创新的内因............................................................................18 第三节 HQ 农庄商业模式创新的途径..........................................................................19 一、基于产品及服务层面的创新...............................................................................19 二、基于顾客需求层面的创新...................................................................................21目录 2 三、基于关系网络层面的创新...................................................................................22 四、基于内部价值链层面的创新...............................................................................25 五、基于盈利模式层面的创新...................................................................................27 第四节 HQ 农庄商业模式创新的评估........................................................................29 一、财务层面的评估方式...........................................................................................30 二、外部层面的评估方式...........................................................................................30 三、内部层面的评估方式...........................................................................................30 四、合作伙伴层面的评估方式...................................................................................31 五、客户层面的评估方式...........................................................................................31 第五节 未来 HQ 农庄商业模式创新方向...................................................................32 一、注重旅游产品综合开发.......................................................................................32 二、开辟休闲旅游新途径...........................................................................................33 三、实现农业旅游产业化...........................................................................................33 四、打造人才专业化队伍...................................................................