Research On Business Model Transformation Of Company A

Since the reform and opening up,China’s economy has experienced more than 40 years of rapid development,but also accompanied by many problems,such as extensive growth,overcapacity,unreasonable industrial structure and so on.In recent years,with the development and application of big data,cloud computing,Internet of things and other technologies,China’s economy as a whole is facing transformation and upgrading,and Chinese enterprises have entered an unprecedented period of large-scale transformation.The importance of business model transformation has been paid more and more attention by the business and theoretical circles.Iron and steel is the pillar industry of the national economy.For a long time,China’s iron and steel industry has been overcapacity,structural imbalance,steel prices are easy to fall,but difficult to rise.Many steel production enterprises and traders even operate at a loss for a long time.The survey shows that since2012,the number of iron and steel trade enterprises in China has been eliminated from more than 200000 to more than 100000,and the profit margin of the steel trade industry is becoming smaller and smaller.At the same time,it is faced with problems such as financing difficulties,high financing costs,lack of technical marketing talents,and lack of online platform.The iron and steel trade enterprises are facing the key point of transformation and need to obtain new development through business model transformation.In recent years,with the popularity of consumer e-commerce such as Taobao and Jingdong in China,the new generation is more and more accustomed to online shopping.Under the impact of consumer e-commerce,China’s B2 B e-commerce is rapidly rising in the vertical field,which is "prying" China’s trillion scale vertical market.In the field of steel trade B2 B vertical e-commerce,some brand enterprises have also been born,such as Shanghai Steel Union,Shanghai steel network,Ouye cloud business,etc.However,most of the traditional steel trade enterprises still adhere to the traditional offline trade mode,and need to transform their business model to adapt to the new economic,technological and market environment.This paper mainly adopts the methods of literature,case study,interview and questionnaire survey.On the basis of summarizing the concept,elements,innovation,design and transformation of business model,this paper focuses on the application of Osterwalder canvas theory from the perspectives of value proposition,customer segmentation,channel access,customer relationship,core resources,key business,important cooperation,revenue sources and so on Cost structure of nine modules,to explore the status quo and problems of a company’s business model.This paper thinks that the existing business models of A company have the following problems: traditional trade value proposition can not match the demand of Internet plus era,customer segmentation under the mode of traders can not match the value proposition of ecological platform mode,and the channel access under the offline can not match the demand of the Internet plus platform business mode,and the customer relationship of privatization tendency can not match the platform mode.Brand construction,core resources under the trader model can not match the business scope of the ecological platform model,the offline key business cannot match the enterprise positioning of the ecological platform model,the important cooperation under the trader mode cannot match the business system of the ecological platform model,the traditional trade-oriented income source cannot match the profit model of the ecological platform model and the offline based business model The cost structure cannot match the revenue source of the ecological platform model.On the basis of the above analysis,this paper believes that the goal of the business model transformation of company A is to transform from the traditional offline trading business model to the ecological platform business model based on the combination of offline and online;the idea of business model transformation of company A must first make the enterprise position transform from a trading company to a platform company;finally,based on the Osterwalder business model According to the nine modules,the paper puts forward the specific countermeasures for the business model transformation of company A,including value proposition innovation,customer segmentation transformation,channel channel transformation,customer relationship reconstruction,core resource introduction,key business transformation,important cooperation reconstruction,revenue source transformation and cost structure optimization.The innovation of this paper is that it is the first time to use Osterwalder canvas theory to analyze the current situation and existing problems of the business model of iron and steel trade enterprises,and from the nine modules of the business model of the canvas theory,the specific countermeasures for the transformation of the business model of company A are proposed.Constrained by my lack of knowledge in information technology,mobile Internet plus,big data and cloud computing,this article’s weakness lies in pointing out the direction for the transformation of the business mode of our steel trading enterprises,and it is difficult to make a more thorough discussion on specific technical problems.In view of the above shortcomings,this paper believes that the direction of further research is how to use information technology,mobile Internet technology,big data,cloud computing,Internet of things,even artificial functions,blockchain and other traditional enterprise business model transformation.Since company A is a representative enterprise in the iron and steel trade industry,the research conclusion of this paper has reference significance for the current business model transformation of China’s steel trade enterprises.