MBA教育中心知识库

      当今旅游业呈现多元化的发展态势，文创产品逐渐走入公众视野，作为新兴产业的文化创意产业已经成为我国知识经济增长的重要支柱。且文创企业的管理者越来越发现在不断变化发展的商业时代中，商业模式优化起到至关重要的作用。
      北京越然文化传播有限公司作为小微文创企业，公司经营模式一直延用传统模式，在公司发展过程中逐渐显现出一些问题，因此研究其商业模式尤为必要。本文基于商业模式画布理论及资源拼凑理论，运用文献研究、实地调查等研究方法，对北京越然文化传播有限公司的商业模式进行研究，探究其商业模式的现存问题，提出优化方案。主要研究结论如下：
     （1）通过实地调查等方法对北京越然文化传播有限公司商业模式现状进行了调研和分析，得出该公司现阶段的客户关系、重要合作和成本结构可以满足公司发展需要，但存在核心资源单一、客户细分不完善、渠道通路狭窄、收入来源欠缺多样化等问题。
     （2）采用资源拼凑理论对发现的商业模式问题分别提出了优化建议。通过对资源的集成与有效的运用，将目标客户进一步拓展；销售渠道引入了互联网；从而拉动了收入来源的多元化；关键业务中品牌IP的创建有助于形成独特的地域文化品牌；创造出具备知识产权属性且彰显品牌价值的文创产品；从而对价值主张中注入地方文化具有融合推动的作用。
      本文以北京越然文化传播有限公司为例，探讨小微文创企业如何优化商业模式以适应市场变化、提升核心竞争力，研究结论不但对该公司的发展具有现实意义，同时也为同类小微文创企业的发展提供了有效的参考。

      Nowadays, the tourism industry presents a diversified development trend, and cultural and creative products have gradually entered the public eye. As an emerging industry, the cultural and creative industry has become an important pillar of the growth of China's knowledge economy. Moreover, managers of cultural and creative enterprises increasingly find that business model optimization plays a crucial role in the 
ever-changing and developing business era.
      Beijing Yueran Cultural Communication Co., LTD., as a small and micro cultural and creative enterprise, the company's business model has been extended to the traditional model, and some problems have gradually emerged in the development process of the company, so it is particularly necessary to study its business model. Based on the canvas theory of business model and resource patchwork theory, this paper uses literature research, field investigation and other research methods to study the business model of Beijing Yueran Culture Communication Co., LTD., explores the existing problems of its business model, and puts forward optimization plans. The main conclusions are as follows: 
      (1) The current business model of Beijing Yueran Culture Communication Co., Ltd. was investigated and analyzed through field investigation and other methods, and it was concluded that the current customer relationship, important cooperation and cost structure of the company could meet the development needs of the company, but there were problems such as single core resources, imperfect customer segmentation, narrow channels and lack of diversification of income sources.
      (2) The resource patchwork theory is adopted to put forward optimization suggestions for the discovered business model problems. Through the integration and effective use of resources, further expand the target customers; The sales channel has introduced the Internet; Thus the diversification of income sources; The establishment of brand IP in key business helps to form a unique regional cultural brand; Create cultural and creative products with intellectual property attributes and highlight brand value; Thus, injecting local culture into the value proposition has the function of integration and promotion.
      This paper takes Beijing Yueran Cultural Communication Co., Ltd. as an example to discuss how small and micro cultural and creative enterprises optimize their business models to adapt to market changes and enhance their core competitiveness. The research conclusions are not only of practical significance to the development of the company, but also provide an effective reference for the development of similar small and micro cultural and creative enterprises.