I 摘 要 农村土地流转的背景下，土地由原来的分散经营和耕种逐步变为集中、规 模化经营；土地的耕种主体由原先的许多小户农民变为少量的种植大户和农村 经营合作社；单个耕种主体对化肥的需求量由小变大；单个种植大户对化肥的 个性化需求更加突出。市场环境的变化给公司带来了机遇，如何应对市场的这 种变化，进而增加公司的营业收入和改善营业利润，是公司面临的课题。 商业模式的本质内容是为了赚取利润而经营商业的方法，而商业模式创新 是通过改进商业模式的单个要素、改变商业模式的多个要素，或是更改商业模 式的多个要素之间的互动关系改进商业经营的方法，从而增加利润。 本文以ZH化肥公司为研究对象，首先用PEST外部环境分析工具和SWOT 模型分析了公司内外部环境，判断公司是否有资源和能力针对土地流转的相关 外部环境变化做出合适地反应，以及内外部环境是否支持公司进行商业模式创 新；其次，本文对ZH化肥公司商业模式的现有状况进行研究，指出土地流转 背景下ZH化肥公司的商业模式目前在价值主张、目标市场、营销渠道和客户 关系等构成要素方面所存在的问题，并且分析问题产生的原因；再次，本文提 出对ZH化肥公司的商业模式从价值主张、目标市场、营销渠道和客户关系等 构成要素的角度进行改进，从而进行商业模式的创新，为公司建立竞争优势， 赢得规模经营的种植大户，稳定客户关系，并最终增加营业收入和营业利润； 最后，指明ZH化肥公司改进后新商业模式所具奋的特征以及实施注事项和保 障措施。 本文通过对ZH化肥公司在土地流转背景下的现有商业模式研究，提出改 进ZH化肥公司的商业模式要素，从而实现公司的商业模式创新，最终为增加 营业收入和利润，保证公司的持续经营。 关键词：土地流转；商业模式；商业模式创新；商业模式要素 Abstract II Abstract Thanks to the land transfer policy carried out in rural China over the past years, several transformations have taken place: the land has gradually changed from decentralized operation and cultivation to centralized and large-scale operation; the main body of land cultivation has changed from a large number of farmers in small- scale operation to a small number of farmers and organizations in large-scale operation; the demand for fertilizers by any individual farmers has grown large; and the individual farmers have customized demand for fertilizers. Changes in the market environment bring enormous challenges and opportunities to the company. How to respond to this change in the market, thereby increasing the company's operating income and improving operating profit? This is what the company is confronted with. The essence of a business model is a way of conducting a business for profit, while the innovation in business model increases profits through improving the way businesses operate by optimizing an individual element of the business model, changing multiple elements of the business model, or transforming the interaction between multiple elements of the business model. This paper takes ZH Fertilizer as the research object. First, it uses PEST and SWOT as tools to analyze the internal and external environment, so as to determine whether the company has the resources and ability to respond appropriately to the environmental changes in land transfer, and to find out whether the internal and external environment are supportive of innovations in business models. Second, this paper studies the existing business model of the company, and then points out the problems of the company's business model and analyzes the causes of the problems, from the perspectives of the elements of business models, especially value proposition, customer positioning, marketing channels and customer relationship. Third, this paper puts forward the measures for improvement in terms of value proposition, customer positioning, marketing channels and customer relationship, with the aim of innovating the business model, building a competitive advantage for the company, winning the customers of large-scale farming and plantation, stabilizing the customer relationship, and ultimately increasing operating income and profit. Third, this paper sets out the precautions and safeguards that are required to make sure that the innovation can produce fruitful results. At last, the papers come to the conclusion, specifying the characteristics of the new business model . This research analyses the existing business model of ZH Fertilizer in the background of land transfer and then proposes measures to make improvements in 北京工业大学工商管理硕士专业学位论文 III the business model of ZH Fertilizer, aiming to realize the innovation of the company's business model, to increase the operating income and profit, and finally ensure the company's sustainable operation. Keywords: Land transfer; business model; business model innovation; business model elements 目 录 1 目 录 摘 要 ........................................................... I Abstract ......................................................... II 第1章 绪论 ....................................................... 1 1.1研究背景 ................................................................................................... - 1 - 1.1.1 行业背景 ........................................................................................ - 1 - 1.1.2 政策背景 ........................................................................................ - 1 - 1.1.3 公司经营状况 ................................................................................ - 3 - 1.2 研究目的与意义 ...................................................................................... - 5 - 1.3 研究内容和方法 ...................................................................................... - 5 - 1.3.1 研究内容 ........................................................................................ - 5 - 1.3.2 研究方法 ........................................................................................ - 6 - 1.3.3 数据收集与来源 ............................................................................ - 6 - 1.4 本章小结 .................................................................................................. - 6 - 第2章 文献综述和基本概念 ..................................... - 7 - 2.1 商业模式 .................................................................................................. - 7 - 2.1.1 商业模式的定义和类型 ................................................................ - 7 - 2.1.2 商业模式的要素理论 .................................................................... - 8 - 2.1.3 Osterwalder九要素和选用该模型的原因 ..................................... - 9 - 2.1.4 商业模式的创新路径 ..................................................................- 10 - 2.2 相关理论 ................................................................................................- 12 - 2.2.1 价值主张和大规模定制 ..............................................................- 12 - 2.2.2 目标市场 ......................................................................................- 13 - 2.2.3 营销渠道 ......................................................................................- 14 - 2.2.4 客户关系 ......................................................................................- 15 - 2.3 土地流转 ................................................................................................- 16 - 2.3.1 土地流转的定义 ..........................................................................- 16 - 2.3.2 农村土地流转的现状和影响 ......................................................- 16 - 2.4 本章小结 ................................................................................................- 18 - 第3章 内外部环境分析 ....................................... - 19 - 3. 1 PEST宏观环境分析 ..............................................................................- 19 - 3.1.1 政治政策环境分析 ......................................................................- 19 - 3.1.2 经济环境分析 ..............................................................................- 21 - 北京工业大学工商管理硕士专业学位论文 2 3.1.3 社会及文化环境分析 ..................................................................- 22 - 3.1.4 科技环境分析 ....................................................