NX陶艺有限公司是钦州市成立时间最早、规模最大的坭兴陶生产性保护 单位，公司将旅游文化与坭兴陶文化相结合，从事坭兴陶的生产与销售。 近年来，随着坭兴陶产业的迅速发展，企业外部环境发生了剧烈变化，公 司却发展缓慢，盈利能力下降，商业模式创新势在必行。 本文以NX陶艺有限公司作为研究对象，通过实地走访调研，在分析公 司商业模式运行环境的基础上，运用Osterwalder的商业模式九要素模型 及商业模式要素画布工具，梳理了公司现行的商业模式，提出公司商业模 式存在的问题。利用商业模式SWOT分析工具分析公司商业模式的优势、劣 势、机会和威胁，通过调查问卷了解消费者价值主张，明确“打造客户需 求驱动的商业模式”的创新思路。最后，从公司商业模式的客户、产品和 服务、基础设施、财务生存能力四个层面分别提出了创新路径。同时，为 保障创新的顺利实施，从评估、组织、人才、机制四个方面提出商业模式 创新的保障措施。 本文认为，商业模式创新的前提是对现行商业模式进行优势、劣势、 机会和威胁分析，对消费者价值主张进行分析，确定创新思路；商业模式 各模块及各要素之间相互关联、相互影响，商业模式的创新要围绕“打造 客户需求驱动的商业模式”，打造商业模式4个模块9个要素之间的联动 机制，共同实现商业模式的创新。 II 关键词：NX陶艺有限公司商业模式商业模式要素画布创新 III RESEARCHONBUSINESSMODELINNOVATIONOF NXPOTTERYCOMPANY ABSTRACT NXpotterycompanyistheearliestandlargestNixingpotteryproduction protectioncompaniesinQinzhoucity.Thecompanycombinestourismculture withNixingpotteryculturetoengageintheproductionandsalesofNixing pottery.Inrecentyears,withtherapiddevelopmentofNixingpotteryindustry, drasticchangeshavetakenplaceintheexternalenvironmentoftheenterprise. However,thedevelopmentofthecompanyisslow,theprofitabilitydeclines, andthebusinessmodelinnovationisimperative. PapertoNXpotterycompanyastheresearchobject.researchbyfieldvisits, onthebasisofanalyzingtheoperationenvironmentofthecompanybusiness model,usingtheOsterwalder’sbusinessmodelofnineelementsmodeland businessmodelcanvastool,combedthecompany'scurrentbusinessmodel,put forwardtheproblemsexistinginthecompany'sbusinessmodel.SWOTanalysis isusedtoanalyzethestrengths,weaknesses,opportunitiesandthreatsofthe company'sbusinessmodel,understandtheconsumervaluepropositionthrough questionnaires,andidentifytheinnovativeideasof"creatingacustomer-driven businessmodel".Finally,thepaperproposestheinnovationpathfromthefour aspectsofthecompany'sbusinessmodel:customers,productsandservices, infrastructureandfinancialviability.Atthesametime,inordertoensurethe smoothimplementationofinnovation,weputforwardtheguaranteemeasuresof businessmodelinnovationfromfouraspects:evaluation,organization,talent andmechanism. IV Inthispaper,thepremiseofbusinessmodelinnovationistoanalyzethe advantages,disadvantages,opportunitiesandthreatsofthecurrentbusiness model,analyzetheconsumervalueproposition,anddeterminetheinnovative ideas.Eachmoduleandeachelementofthebusinessmodelareinterrelatedand interactwitheachother.Theinnovationofthebusinessmodelshouldfocuson "creatingacustomer-drivenbusinessmodel"andbuildalinkagemechanism amongthefourmodulesandnineelementsofthebusinessmodeltojointly realizetheinnovationofthebusinessmodel. KEYWORDS:NXpotterycompany;Businessmode;BusinessModel Canvas;Innovation V 目录 摘要...........................................................................................................................................I ABSTRACT.................................................................................................................................III 第一章绪论...............................................................................................................................1 1.1研究背景及意义...........................................................................................................1 1.1.1研究背景............................................................................................................1 1.1.2研究意义............................................................................................................2 1.2研究方法.......................................................................................................................2 1.2.1案例分析法........................................................................................................2 1.2.2访谈法................................................................................................................2 1.2.3问卷调查法........................................................................................................3 1.3研究内容及技术路线图...............................................................................................3 1.3.1研究内容............................................................................................................3 1.3.2技术路线图........................................................................................................4 1.4研究的创新之处...........................................................................................................5 第二章理论研究综述与分析工具..........................................................................................6 2.1商业模式研究综述.......................................................................................................6 2.1.1商业模式定义....................................................................................................6 2.1.2商业模式要素....................................................................................................7 2.1.3商业模式创新概述............................................................................................7 2.2坭兴陶研究综述...........................................................................................................8 2.3商业模式分析工具.......................................................................................................9 2.3.1商业模式要素画布............................................................................................9 2.3.2PEST宏观环境分析模型..................................................................................12 2.3.3波特五力分析模型..........................................................................................13 2.3.4商业模式模块SWOT分析................................................................................14 第三章NX陶艺有限公司商业模式现状分析.......................................................................15 3.1NX陶艺有限公司简介...............................................................................................15 VI 3.2NX陶艺有限公司商业模式运行环境.......................................................................16 3.2.1宏观环境..........................................................................................................17 3.2.2产业环境..........................................................................................................21 3.3NX陶艺有限公司商业模式现状...............................................................................26 3.3.1客户层面..........................................................................................................26 3.3.2价值主张..........................................................................................................28 3.3.3基础设施层面..................................................................................................29 3.3.4财务生存能力层面..........................................................................................31 3.4NX陶艺有限公司商业模式画布描述及存在的问题...............................................31 第四章NX陶艺有限公司商业模式创新分析.......................................................................34 4.1NX陶艺有限公司商业模式模块SWOT分析.............................................................34 4.1.1NX陶艺有限公司商业模式的优势................................................................34 4.1.2NX陶艺有限公司商业模式的劣势................................................................34 4.1.3NX陶艺有限公司商业模式的机会................................................................35 4.1.4NX陶艺