A Dissertation Submitted to Guangdong University of Technology
for the Degree of Master
(Master of Business Administration)
Research and Optimization of Business Model of V
Company
Candidate:Bi Yanmei
Supervisor:Qi Mingde
May.2022
School of Management
Guangdong University of Technology
Gugangzhou,Guangdong,P.R.China,510520
摘要
摘要
随着经济的全球化、互联网应用的成熟，商业模式的研究从理论到实践的不断
完善，中国学术界、商业界也越来越多学者、专家、企业家等学习研究商业模式理
论及应用。当今市场的竞争离不开商业模式的竞争，企业在成立之初或在计划阶段
就要开始研究设计商业模式，一个好的商业模式可以让企业事半功倍，更能利用自
身优势实现战略目标。
商业模式研究在中国已有几十年的发展，一些企业通过调整或优化商业模式而
再次腾飞，另一些也因商业模式转型失败。大部分商业模式研究的标的都趋于发展
期或成熟期，很少相关欧亿·体育（中国）有限公司是研究初创型公司的商业模式。初创型公司战略目标不
清晰且多变，组织结构不完整，资源、财力均缺乏，初创公司能存活 3-4年的概率
也极低，大部分都在 1-2年失败告终，因此，初创型公司的商业模式变化频率较快，
且成功的概率更加低，但是，对于各方面都不足的初创公司如果能有一套科学的方
法论作指引，也将会为企业成功助一臂之力。
本文首先综述了商业模式理论基础，国内外商业模式研究的现状。其次，使用
PEST、五力模型、SWOT等工具对公司的内外部环境、经营情况、组织结构、关键
资源能力进行了详情的分析与研究。再次，基于魏朱六要素模型对V公司现有商业
模式进行了全面分析，发现其当前所面临的内外部挑战。最后，针对内外部所带来
的挑战并结合自身现状进行商业模式优化，优化后的商业模式将原有较传统的交易
方式转变为可持续的价值服务方式，提升了外部利益方的价值认同感，同时开拓了
多种盈利模式，提高了自由现金流，从而提升了企业价值。
本次商业模式的研究将为同类型初创型提供一个较好的借鉴参考目的，也让更
多的研究者能参与和帮助初创型企业走出经营困境。
关键词：商业模式优化；魏朱商业模式；魏朱六要素；智能门锁；初创企业商业模
式；
I
广东工业大学硕士专业学位论文
Abstract
With the globalization of the economy and the maturity of Internet applications, the
research on business models has been continuously improved from theory to practice. More
and more scholars, experts, and entrepreneurs in China's academic and business circles are
studying the theory and application of business models. The competition in today's market is
inseparable from the competition of business models. Enterprises should start researching
and designing business models at the beginning of establishment or in the planning stage. A
good business model can make enterprises do more with less, and can use their own
advantages to achieve strategic goals.
Business model research has been developed in China for decades. Some companies
have taken off again by adjusting or optimizing their business models, while others have
failed due to business model transformation. Most of the business model research targets
tend to be in the development or mature stage, and few relevant materials are the business
models of start-up companies. Start-up companies have unclear and changeable strategic
goals, incomplete organizational structure, and lack of resources and financial resources. The
probability of start-up companies surviving for 3-4 years is extremely low, and most of them
fail in 1-2 years. Therefore, The business model of start-up companies changes more
frequently, and the probability of success is lower. However, if there is a scientific
methodology for start-up companies that are insufficient in all aspects, it will also help them
succeed.
This paper firstly summarizes the theoretical basis of business model and the current
situation of business model research at home and abroad. Secondly, using PEST, five forces
model, SWOT and other tools to conduct detailed analysis and research on the company's
internal and external environment, operating conditions, organizational structure, and key
resource capabilities. Thirdly, based on the Wei-Zhu six-factor model, the company conducts
a comprehensive analysis on the existing business model of V Company, and finds out the
internal and external challenges it is currently facing. Finally, in response to the internal and
external challenges and combined with its own current situation, the business model is
optimized.The optimizedbusinessmodel transformsthe originalmoretraditional
transaction method into a sustainable value service method, which enhances the value
recognition of external stakeholders. At the same time, it has developed a variety of profit
models, increased free cash flow, and thus enhanced corporate value.
II