Research On Business Model Of Y Company's Camp Education Business

Since the reform and opening up,after more than 40 years of development,China's manufacturing industry has made great achievements,occupying an extremely important "world factory" position in the global industrial chain.But at the same time,most of the manufacturing enterprises in our country generally have some problems,such as weak independent innovation ability,weak core manufacturing ability and lack of key core technology.Faced with the major pressure from the market,resources and environment,and cost,their business model is generally single,facing the bottleneck of development.Among the domestic manufacturing enterprises,Y company is an enterprise that integrates manufacturing and providing related products and services.Founded in 1996,it mainly produces outdoor leisure products and equipment.After more than 20 years of development,Y company has extended its business model from manufacturing industry to top service industry through bold attempt and innovation,and explored its unique business model of "production + service".The former mainly produces and manufactures outdoor equipment,mainly to provide products;the latter is to further extend the industry to the field of camp education,mainly to provide services,based on the original outdoor equipment business.However,Y company's camp education business is still at a loss.How to adjust the relevant elements of the business model and optimize the business model so as to turn the camp education business into profit and generate greater economic benefits is the problem Y company is facing at present.Based on the review of domestic and foreign business model theoretical research and literature,this paper studies the business model of Y company's camp education business with the nine-element model of Ostwald business model as the theoretical framework.The business model of Y company's camp education business is analyzed from nine aspects: customer segmentation,key business,value proposition,important cooperation,channel access,revenue source,customer relationship,core resources and cost structure.According to the suggestions and methods of Ostwald's SWOT analysis and evaluation of the business model elements,it is pointed out that the business model of Y company's camp education business has some problems,such as low frequency of customer segmentation,difficult and single channel access,limited core human resources,single income source and low frequency.In view of these problems,it is proposed that the segmentation of target customer groups should be market-oriented from four aspects of customer segmentation,core resources,channel access and income model;the construction of core talent team should be improved through recruitment,part-time work and self-cultivation;the development of b-end and C-end customers should be strengthened,and the repeated consumption in catering,regular meetings and qualification training should be improved Optimization suggestions.And in the form of business model canvas,it presents,explains and summarizes the business model before and after improvement.Finally,the paper puts forward the perfect business model implementation path and the corresponding safeguard measures from the aspects of enterprise strategy and organizational structure.Based on the theory of business model,combined with the actual development of Y company,this paper further enriches the application of business model theory in enterprises.At the same time,it provides reference value for the improvement and optimization of Y company's own business model,and can play a guiding and reference role in promoting the further development of camp education enterprises.