摘要
摘要
软件和信息技术服务业已进入结构优化和高速迭代发展的关键时期，行业内
所处的环境愈来愈复杂，越来越多企业发现仅简单地依靠技术创新已经难以立足。
T公司是一家立足于智慧大屏的软件和信息技术服务企业。随着公司集团化发展
和业务扩张，现有的经营管理已暴露出一些问题。如何突破行业环境的束缚和传
统管理思维的桎梏，以商业模式优化来有效攻克发展难题，已成为该公司当前亟
待解决的问题。
本文以 T公司为研究对象，以价值理论为基石，研究公司商业模式，探讨商
业模式存在的问题，提出商业模式优化对策建议。首先，本文在搜集大量文献资
料的基础上，回顾与总结价值理论和商业模式等方面的研究成果，界定本文商业
模式定义，选取评价商业模式的方法。其次，本文采用扎根理论研究法，整理分
析公司商业模式及其构成要素。研究结果表明，T公司的商业模式是以价值逻辑
将组成要素整合起来的“系统化商业模式”。接着，本文参考借鉴相关学者研究
成果基于构成要素视角设置 T公司商业模式评价指标体系，运用模糊综合评价法
和层次分析法对商业模式量化评估。评价发现，T公司商业模式处于一般接近较
好的水平；公司存在目标客户需细化、缺乏用户思维、产品和服务创新度不够、
薪酬缺乏吸引力、新客户开拓力度不够、用户忠诚度较差、收入来源不够多元化、
成本控制不足等问题。最后，结合公司所处行业环境，本文提出 T公司商业模式
优化目标和原则，以及价值主张、用户效用、产品和服务、核心资源、价值获取
等方面优化对策。
本文通过研究 T公司商业模式，希望能帮助该公司增强竞争优势，实现可持
续发展，也为同类企业优化商业模式提供借鉴。
关键词：商业模式；扎根理论；层次分析法；模糊综合评价法
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Abstract
Abstract
Software and information technology service industry is in the period of rapid
development and industrial structure adjustment. As the environment in the industry
becomes more and more complex, more and more enterprises find it difficult to survive
simply by relying on technological innovation. T is a software and information
technology service enterprise based on smart big screen. With the business expansion
of the company, some problems have been exposed in the existing operation and
management. How to break through the shackles of the industry environment and the
shackles of the traditional management thinking, to effectively solve the development
problems by business model optimization, has become the company's current urgent
action.
This paper takes T Company as the research object, studies its business model
based on the value theory, discusses problems with the business model, and puts
forward optimization suggestions. Firstly, based on the collection of a large number of
literature, this paper reviews and sorts out the research results of value theory and
business model, defines the definition and optimization path of business model in this
paper, and selects the evaluation of business model method. Secondly, this paper
adopts grounded theory research method to sort out and analyze the company's
business model and itsconstituent elements. The research results showthat T
company'sbusinessmodel isa"systematicbusinessmodel" integratingthe
components with value logic. Thirdly, based on the elements of business model, this
paper sets up T company's business model evaluation index system, and assign the
index weight by using analytic hierarchy process, and fuzzy comprehensive evaluation
is used to process the score results and weight, so as to intuitively show the constituent
overall situation of the business model in the form of quantification. The study finds
that its business model is generally close to a good level. And the study finds the
problems of T company，such as urgent optimization of target customers, lack of user
thinking, insufficient innovation of products and services, unattractive salary, poor user
loyalty, insufficient efforts to develop new customers, insufficient diversification of
income sources and insufficient cost control. Finally, combined with the industry
environment of the company, this paper proposes the optimization objectives and
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