Business Model Optimization Of Brightoil Online In The Context Of "Internet+"

“Internet +” could provide an ecosystem which integrates cloud computing,Internet of Things,data analysis and Mobile Internet technology for the oil industry.Along with the development of times,the oil industry also needs to keep up with the changes and transform from the traditional large energy supply industry to the energy supply industry that can meet customer requirement.To achieve this,the allocation of software/hardware facilities and the information integration should proceed based on customer experience.Once such requirement is needed,the business model of traditional oil companies would inevitably show the weakness.Accordingly,Therefore,in the context of “Internet +”,an irresistible trend is to optimize and transform the business model of traditional oil companies.Research subject in the thesis is Brightoil Online,the subsidiary of Hong Kong listed company Brightoil.The industry chain of the parent company covers the full oil field and relevant upstream and downstream industries.While Brightoil Online integrates online and offline business,combines network and financial to optimize the traditional business and to release the “oil industrial chain+Internet”-based comprehensive energy finance e-commerce platform.This thesis firstly describes the theories of business model,the new ecosystem and new business model and interpretation of relevant factors about “Internet +”.Next,it uses the business canvas model to analyze the current conditions of Brightoil Online business model,and finds out that although existing Brightoil Online business canvas model is relatively comprehensive,there still exists great discrepancy in basic module,client module,financial module In the context of “Internet +”.The basic module primarily confronts insufficient key business expansion ability,limited cooperation between with payers,capital supervisors and cashers,inadequate team construction and weak brand influences in Northwest,Southwest and other regions.The client module encounters adverse factors in client segmentation,client group simplicity,disperse client information inside the company,inability to make timely adjustment for value proposition according to changes in needs,and relatively limited consumption access.While the financial module has major problems in slightly irrational investment-income proportion and heavy labor cost pressures.To sovle above problems,the thesis conducts optimal design for Brightoil Online “Internet +”-based business model.This include enriching product variety and offering diverse services,enlarging scope of cooperation and trans-boundary cooperation,exerting the core competition of Internet industry and integrating database resources,improving client information management analysis and client segmentation,establishing professional client service center and client care mechanism,optimizing product structure,product price,product security and service,elevating customer experience,developing effective Internet promotion and one-to-one corporate client service,expanding consumption channel,and adding easy payment,increasing derivative income,developing multiple businesses and free profit-making mode,optimizing team structure and implementing full cost control.Through describing and analysis the current business model of Brightoil Online,the thesis combines with “Internet +”context to probe into the problems and causes of Brightoil Online business model and further raises transformation suggestions and guarantee measures.It not only provide a valuable practical guidance to innovate of Brightoil Online business model,but also offer a general reference to the business model transformation of oil industry and other companies.