I 摘要 上海心语空间信息技术有限公司运营模式研究 积极正向的社会心态的建设需要社会心理服务做支撑，社会心理服务是社 会治理精细化的一种独特的治理途径。社会心理服务的发展与心理服务行业的 发展息息相关，心理咨询企业的运营状况直观地反映社会心理服务行业的现实 状况。 根据文献检索发现，学术界对于心理咨询的相关理论和技巧方法的文献居 多，尤其是关于高校心理咨询、社区心理服务、精神类疾患的治疗的文献。但 是专门关于为社区提供社会心理健康服务的企业发展的文献几乎没有，仅有的 几篇相关文献年代比较久远，缺乏实用性。一方面，学界对于心理健康服务的 关注点大多在高校和医院，对于社区心理健康服务的关注度尚且不够，而对于 提供社会心理健康服务的企业的关注更是少之又少。另一方面，整个社会心理 健康服务行业的发展并没有成为现象级的扩张，缺乏有价值的数据和文献真实 反应社会心理咨询企业的发展状况和发展困境。 本文根据马斯洛需求层次理论、战略管理理论、市场营销理论为理论基础， 以上海心语空间信息技术有限公司运营模式为研究对象，通过提出问题、分析 问题、解决问题的模式构建框架，以文献分析法、问卷调查法、PEST分析法、 SWOT分析等工具进行系统研究。 上海心语空间信息技术有限公司作为一家从事社会心理健康服务的企业。 随着环境的变化，公司业务的拓展，公司在努力追求公益性和盈利性寻找平衡 点。公司的快速发展也带来诸多问题，需要调整企业的运营模式以实现企业的 升级发展。本文详细展示了企业的发展现状、机构设置、产品构成以及运营机 制，并发现企业的运营模式存在着资金不足、人员专业性不够，人们对于社会 心理服务接纳度高却没有消费意愿的问题。制度和社会因素，人才发展困境， 摘要 II 公众对于心理健康服务衡量标准的差异这三个方面导致运营过程中出现问题。 本文运用PEST分析法分析宏观政治法律环境、经济环境、技术环境以及社 会文化环境，通过文献综述了解上海作为全国咨询行业的领头羊的实际发展状 况。通过问卷调查观察企业微观环境，并通过统计分析数据发现学历越高的人、 年纪越小的人、收入越高的人对心理健康服务的消费欲望更强烈，参考实际上 海民众对于心理服务的需求状况和企业的营销方式，而发现企业应该针对消费 人群需求层次的不同，在企业制定战略管理时，制定营销方案时，要更有倾向 性和针对性。通过SWOT分析企业的优势、劣势、机会和威胁，为运营模式的 完善提供全面、系统、有效的环境分析。 根据自身的运营模式，寻找问题的关注点，寻找正确的途径加强企业营销 管理，以求调整改变企业的运营模式，提升企业综合能力，实现企业的升级发 展。本文通过制定运营模式完善目标，制定价格策略、制定价值传递策略，并 针对这些策略进行实施保障措施，以实现企业运营模式的完善。 关键词： 心理健康服务 运营模式 价值定位 价值传递 Abstract III Abstract Study on the Operation Model of Xinyu Space Information Technology Limited Company in Shanghai The construction of positive social mentality needs the support of social psychological service, which is a unique way of social governance refinement. The development of social psychological service is closely related to the development of psychological service industry. The operation of psychological consulting enterprises directly reflects the actual situation of social psychological service industry. According to the literature search, there is a large amount of literature information about the theories and techniques of psychological counseling in the academic circle, especially the literature about psychological counseling in colleges and universities, community psychological service and the treatment of mental disorders.However, there is little literature on the development of enterprises specializing in social psychological services for the community, and only a few relevant literature is outdated and lack of practicality.On the one hand, most of the academic attention to psychological services is paid to universities and hospitals, while there is not enough attention to community mental health services, and even less attention to social psychological service enterprises.On the other hand, the development of the whole social mental health service industry has not become a phenomenon expansion, and the lack of valuable data and literature truly reflects the development status and development dilemma of the social psychological consulting enterprises. Based on maslow's hierarchy of needs theory, strategic management theory and marketing theory, this paper takes the operation mode of Shanghai xinyu space information technology co., ltd. as the research object, and constructs the framework by putting forward, analyzing and solving problems.The research was carried out by means of literature analysis, questionnaire survey, PEST analysis and SWOT Abstract IV analysis. Shanghai xinyu space information technology co., LTD is an enterprise engaged in social psychological service.With the change of environment and the expansion of the company's business, the company is striving to seek a balance between public welfare and profitability. The rapid development of the company also brings many problems, and it is necessary to adjust the operation mode of the company to realize the upgrade and development of the company.The paper shows the thoughts of organization structuring,product composition and operation mechanism of the enterprise.The article finds that the operation mode of the enterprise has the problems of insufficient capital, unprofessional personnel, and high consumer acceptance without consuming intention.System and social factors, difficulties in talent cultivation, and public differences in the measurement standards of mental health services lead to problems in the operation process. Use PEST analysis to analyze political and legal environment, economic environment, technical environment and social and cultural environment.Through the literature review to understand the actual development status of Shanghai as the leading industry.The micro-environment of enterprises was observed through questionnaire survey, and the statistical analysis data showed that people with higher education, younger age and higher income have stronger desire to consume mental health services.Investigate that need situation of the people in Shanghai for psychological service and the way of enterprise marketing.The discovery of business should be a different level of consumer demand.When developing strategic management and marketing plans, enterprises should pay attention to the segmentation of consumers and promotion of marketing.SWOT analysis analyzes the advantages, disadvantages, opportunities and threats of the enterprise, providing comprehensive, systematic and effective environmental analysis for the improvement of operation mode. According to its own operation model, find the focus of problems and find the right way to strengthen enterprise marketing management, so as to improve the comprehensive ability and market development of the enterprise.Set up the operation mode to improve the target, formulate the price strategy, develop the value delivery Abstract V strategy, and carry out the safeguard measures for these strategies, so as to achieve the perfection of the enterprise operation mode. Key words: mental health service,operation pattern,value proposition, value delivery 目 录 VI 目 录 第1章 绪论 ........................................................................................... 1 1.1 研究背景与研究意义 .................................................................... 1 1.2 研究内容与研究方法 .................................................................... 3 1.3 理论基础和文献综述 .................................................................... 3 第2章 上海心语空间信息技术有限公司运营模式与现存问题 ...... 7 2.1 上海心语空间信息技术有限公司的发展现状 ........................... 7 2.2 上海心语空间信息技术有限公司的运营现状 ........................... 9 2.3 上海心语空间信息技术有限公司运营过程中的问题与原因分 析 .......................................................................................................... 13 第3章 上海心语空间信息技术有限公司运营环境分析................. 19 3.1 上海心语空间信息技术有限公司运营的宏观环境分析 ......... 19 3.2 上海心语空间信息技术有限公司运营的行业环境分析 ......... 24 3.3 上海心语空间信息技术有限公司运营的SWOT分析 ............ 32 第4章 上海心语空间信息技术有限公司完善运营模式的对策建议35 4