The Business Model Of The U.I.C.H Magazine

As China's economy grows,the domestic hospitality industry increases at a fast pace,hence the birth of U.I.C.H(Union International des Concierges d'Hotels) magazine.This magazine,as an alternative medium,has seen opportunities as well as challenges in its market operations.Thus,it is extremely important to lay out the development strategy of the magazine by analyzing the environment in which it operates on the basis of the business model.This dissertation analyzes all core aspects of the U.I.C.H magazine according to the business model and proposes a creative thinking framework for the business model innovation by employing basic theories of innovation.It intends to help develop the U.I.C.H magazine and provide reference to media of similar types.The dissertation is divided into six chapters as follows:The first chapter gives an overview of project context and theoretical basis.It mainly expatiates on the origin,structure and current development status of the U.I.C.H orgnization and presents the theoretical foundation and logical procedures of business model.It also gives much length to the development of the U.I.C.H in China. And it explains and analyzes the business model,the business model innovation, creative thinking and its processes in an attempt to provide theoretical ground for the following analyses and provides the basis for next stages.The second chapter uses the analyzing tool of operational environment of interactive interface to study the correlations of platform environment and platform interface,ceiling environment and ceiling interface,internal environment and internal structure,customer environment and customer interface,partner environment and partner interface.It explores the major paradoxes and problems within the core interfacial elements of the U.I.C.H magazine.The third chapter uses the value proposition to analyze the customer interface in order to clarify the values of the U.I.C.H magazine by highlighting its core values, pinpointing its unique features,defining its competitive edges and illustrating its orientation of pleasure,taste and humanity.The fourth chapter extends the value system of the U.I.C.H magazine,drawing upon the value supporting theory.This chapter enriches the values of the U.I.C.H magazine by altering its name,content and visual style,incorporating the management strategy of establishing the council,adjusting its publishing strategy and optimizing its advertizing strategy.The fifth chapter aims to establish a value maintenance platform for the U.I.C.H magazine by means of full circle marketing,series activities and abundant media connections.The sixth chapter comes up with a proposal concerning the operation of the U.I.C.H magazine.