I 摘要 商业模式一直是管理学领域的研究热点与重点，在现代商业社会中，商业模 式同样贯穿于企业发展的各个阶段，是企业可持续盈利及永续发展的关键，对企 业来说具有举足轻重的作用。然而，商业模式并不是固定不变的，它随着商业环 境和企业发展需求不断调整和改变。因此，企业为了适应经济发展的新环境和新 需求，需要不断对自身的商业模式进行创新，以提高企业竞争力。 SDYS企业是从事心理咨询实验室建设安装和心理咨询相关设备售卖的科 技型建安企业，近年来表现出市场竞争力疲软的状态，具体表现为心理咨询实验 室装修设计业务量和心理咨询设备销售量下降、企业资金链出现风险等，企业发 展难以实现发展规划目标。因此，SDYS企业的商业模式并没有适应科技发展和 市场环境的变化，需要尽快调整自身的商业模式，发现现有商业模式中存在的问 题，并进行创新和优化，以帮助企业适应行业发展，增强企业的核心竞争力，保 障企业发展的强劲势头。 本文以SDYS企业为研究对象，主要研究商业模式创新在SDYS企业实际 营运中的应用，旨在为SDYS企业商业模式改善与创新提供建议和指导。本文首 先对商业模式、商业模式创新进行定义，界定了商业模式的构成要素。然后，分 析了SDYS企业的运营现状和运营特点；运用PEST分析法、波特五力模型、 SWOT分析对SDYS企业所处的宏观环境、行业环境和自身优势、劣势、机会、 威胁进行深入分析，明确SDYS企业的战略发展定位；进而在与企业各层级管理 人员和技术人员的访谈中得出SDYS企业现有商业模式现状及存在的问题，主要 包括传统产业为主所致的产品和服务接受程度不高、盈利模式单一所致的企业资 金链风险较高、专业技术人员缺乏所致的企业无核心竞争力、网络整合不合理所 致的渠道通路混乱。最后，根据SDYS企业商业模式现状及问题，从产品与服务、 目标客户、关系网络以及盈利模式等层面对SDYS企业的商业模式提出创新与改 进，并制定商业模式创新实施方案，保证创新方案的有效实施。 关键词：SDYS企业；商业模式；创新机制；SWOT分析 山东理工大学硕士学位论文 Abstract II Abstract Business model has always been a research hotspot and focus in the field of management. In modern business society, business model also runs through all stages of enterprises development. Business model is critical to the enterprises and is the key to its sustainable development and profitability. However, business model is not fixed, it is constantly adjusted and changed with the business environment and the needs of enterprises development. Therefore, in order to adapt to the new environment and new needs of economic development, enterprises need to continuously innovate their own business models to improve their competitiveness. SDYS enterprise is a technology-based enterprise engaged in the construction and installation of psychological counseling laboratories and the sale of psychological counseling related equipment, SDYS enterprise has shown a weak state of market competitiveness recently. The specific performance is the decrease in the volume of the psychological consulting laboratory decoration design business and the sales of psychological consulting equipment, and the risk of the enterprise capital chain. It is difficult for business development to achieve development planning goals. Therefore, the business model of SDYS has not adapted to the development of science and technology and changes in the market environment. It is necessary to adjust its business model as soon as possible, find problems in the existing business model, and innovate and optimize to help companies adapt to industry development and enhance The core competitiveness of an enterprise guarantees the strong momentum of its development. This paper takes SDYS enterprise as the research object, and mainly studies the application of business model innovation in the actual operation of SDYS enterprise, in order to provide inspiration and guidance for SDYS's business model innovation practice. This article first defines the business model and business model innovation, and defines the constituent elements of the business model. Then, analyzes the operation status and operating characteristics of SDYS enterprises, using PEST analysis, Porter's five forces model, and SWOT analysis to conduct in-depth analysis of the macro environment, industry environment, and their own advantages, disadvantages, opportunities and threats. Define the strategic development positioning of SDYS enterprise, furthermore, in the interviews with managers and technicians at 山东理工大学硕士学位论文 Abstract III all levels of the enterprise, the current status and existing problems of the existing business model of SDYS enterprise are found, mainly include the low acceptance of products and services caused by traditional industries, the high risk of corporate capital chain caused by a single profit model, the lack of professional and technical personnel, the lack of core competitiveness of the enterprise, and the unreasonable network integration Channel access is chaotic. Finally, according to the current status and problems of SDYS's business model, it proposes innovations and improvements to SDYS's business model from product and service, target customer, relationship network, and profit model levels, and formulates business model innovation implementation plans to ensure the effectiveness of the innovation plan implementation. Keywords: SDYS enterprise; Business model; Innovation mechanism; SWOT analysis 山东理工大学硕士学位论文 目录 IV 目录 摘要 ....................................................................................................................... I Abstract .................................................................................................................. II 目录 ........................................................................................................................ IV 第一章 绪 论 ....................................................................................................... 1 1.1研究背景与研究问题................................................................................... 1 1.1.1研究背景 ............................................................................................ 1 1.1.2研究问题 ............................................................................................ 1 1.2研究目标与研究意义................................................................................... 2 1.2.1研究目标 ............................................................................................ 2 1.2.2研究意义 ............................................................................................ 2 1.3研究思路与研究方法................................................................................... 3 1.3.1研究思路 ............................................................................................ 3 1.3.2研究方法 ............................................................................................ 4 1.4论文结构与创新点 ...................................................................................... 5 1.4.1论文结构 ............................................................................................ 5 1.4.2创新点 ................................................................................................ 5 第二章 研究现状与相关研究方法 ........................................................................ 7 2.1商业模式 ...................................................................................................... 7 2.1.1商业模式定义..................................................................................... 7 2.1.2商业模式构成要素 ............................................................................. 8 2.2商业模式创新 .............................................................................................. 9 2.2.1商业模式创新定义 ............................................................................. 9 2.2.2商业模式创新动力 ............................................................................. 9 2.2.3商业模式创新基本途径 ................................................................... 10 2.3相关方法和模型介绍.................................................................................. 11 2.3.1 PEST分析 ...................................................................