iii 摘要 随着互联网信息技术的快速发展，人们的生活方式、生产方式、交往方式都 在发生着翻天覆地的变化，商业活动中各类新模式、新业态也层出不穷。酒类流 通行业作为重要产业，在销售模式上已悄然发生改变，传统经销商层级代理制的 模式正逐步弱化，酒类流通行业中电商、O2O、新零售等概念和模式蓬勃发展。 本文选择中国酒类流通行业涌现的新企业——1919公司作为案例研究对象，从商 业模式的视角出发，对该企业商业模式进行九要素分析，以此来探究1919公司能 够快速发展壮大的原因，以及其商业模式未来面临的问题和挑战。 本文首先对商业模式理论研究文献进行归纳和总结，从商业模式的定义、构 成要素、理论模型 、商业模式创新等几个方面来理清商业模式的概念内涵。其次， 本文对中国酒类流通行业进行了概述，重点介绍了中国酒水流通行业的发展历程、 现状和特点，说明1919公司所处的行业背景和竞争格局。第三部分主要描述了1919 公司的基本情况，包括发展历程、模式特点、企业主要经营情况等。第四部分是 本文的核心内容，利用商业模式九要素模型（价值主张、资源配置、核心能力、 合作伙伴网络、客户关系、分销渠道、目标消费群体、成本结构、盈利模式）对 1919公司的商业模式进行详细的剖析，指出其能够在一个传统行业里实现快速发 展，正是因为在发展过程中充分有效地利用和协调了商业模式九要素的各个资源， 而且这些资源是1919公司目前所独有的，是其核心竞争力所在。第五部分分析了 1919公司在商业模式上存在的缺陷和问题，指出企业在“代理商”角色定位、与 上游供应商的博弈、以及速度和质量的平衡都存在严重的缺陷，而且这些缺陷和 问题已随着企业的发展初步暴露出来，如果不解决可能会影响企业的持续发展， 并就如何解决这些问题给出自己的建议，包括定位从“代理商”到“平台商”的 转变，与上游供应商开展差异化产品合作，通过创新管理方法提升激励从而提升 门店盈利能力等，当然，在商业模式实施保障措施方面，本文也提供了一些参考。 通过对1919公司商业模式的分析，本文的贡献在于：一方面丰富了相关的商 业模式理论，在商业模式的要素分析方面提供了鲜活的案例，另一方面具有一定 的实践意义：可以预见的是，随着信息技术的快速发展，在传统行业和领域诞生 的创新型公司将会越来越多，对具有代表意义的1919公司进行研究，对其他创新 型的企业也具有指导意义。 关键词：酒类流通行业；新零售；商业模式；九要素。 北京交通大学硕士专业学位论文 ABSTRACT iv ABSTRACT With the rapid development of Internet information technology, people's life style, production mode and communication mode are undergoing earth-shaking changes, and various new business models and forms of business are emerging in an endless stream. As one of the traditional industries in China, alcohol circulation industry has undergone fundamental changes from the perspective of sales mode. The traditional model of distributor level agency system is gradually weakened, and the concepts and models of alcohol e-commerce, O2O and new retail are flourishing. This thesis selects 1919, a new enterprise emerging in China's alcohol circulation industry, as the case study object, and from the perspective of business model, analyzes the nine elements of the enterprise's business model, so as to explore the reasons for the rapid development and growth of 1919, as well as the problems and challenges faced by the business model in the future. Firstly, this thesis concluded and summarizes the research literature on business model theory, clarifies business model concept connotation from several aspects, such as the definition, components, theoretical model and business model innovation. Secondly, this thesis summarizes the liquor circulation industry in China, emphatically introduces the development history, current situation and characteristics of Chinese liquor circulation industry, and explains the industry background and competitive landscape of 1919. The third part mainly describes the basic situation of the 1919 company, including the development process, the characteristics of the model, the main operating conditions of the company. The fourth part is the core content of this thesis. Thoroughly analyzed 1919 company’s business model with the Nine-Factor Model (Value Proposition, Value Configuration, Core Capabilities, Partner Network, Customer Relationships, Distribution Channels, Target Consumer Segments, Cost Structure and Revenue Model). Precisely because coordinating and using the Nine-Factor Model of various resources efficiently and sufficiently during the development process of the company, so as to the rapid development of the company in a traditional industry. Nine-Factor Model are unique resources and core competitiveness for 1919 company. The fifth part analyzes the shortcomings and problems of the 1919 company in the business model, points out that the enterprises has serious flaws in the agents social position, game with upstream suppliers, balance of production speed and quality, and these defects and other problems have been preliminary exposed along with the 北京交通大学硕士专业学位论文 ABSTRACT v development of the enterprise, If not solved these problems can affect the sustainable development of the enterprise, This thesis also gives suggestions on how to solve these problems. Involves the positioning from the "agent" to "platforms" transformation, cooperation with upstream suppliers from differentiated products, improve incentives through innovative management methods to improve store profitability and so on. Definitely, this thesis also provides some suggestions on business model implementing guarantee. Based on analysis of 1919 company’s business model, the contribution of this thesis is greatly enriched relevant theory of the commerce model theory, provide living examples for the analysis of the factors of business model. On the other hand, this thesis also has certainly practice meaning for innovative enterprises. There will be more and more innovative enterprises in traditional industries and fields with the rapid development of information technology, 1919 company is one of the most representative. Research the 1919 company also has guiding significance for other innovative enterprises. KEYWORDS：Alcohol Circulation Industry; New Retail; Business Model; The Nine-Factor Model 北京交通大学硕士专业学位论文 目录 vi 目录 摘要 ........................................................................................................................ III ABSTRACT ............................................................................................................ IV 目录 ........................................................................................................................ VI 1 绪论 .................................................................................................................... 9 1.1 研究背景与研究问题 .................................................................................. 9 1.1.1 研究背景 ............................................................................................... 9 1.1.2 研究问题 ............................................................................................. 11 1.2 研究内容与框架 ........................................................................................ 11 1.2.1 研究内容 ............................................................................................. 11 1.2.2 论文框架 ............................................................................................. 12 1.3 研究方法与工具 ........................................................................................ 13 1.3.1 研究方法 ............................................................................................. 13 1.3.2 主要研究工具 ..................................................................................... 14 1.4 研究目的及研究意义 ................................................................................ 14 1.4.1 研究目的 ............................................................................................. 14 1.4.2 研究意义 ............................................................................................. 15 2 理论基础与文献综述 ...................................................................................... 16 2.1 相关概念界定 ......................................................