Research On The Improvement Of ZH Auto Business Model Under The Background Of Digital Economy

With the rapid development of digital technology,digital economy profoundly changes all aspects including society,life and business.Enterprises are required to think and study whether their commercial models need changing and how to change so as to deliver its value to customers.ZH Auto,having a certain reputation in domestic market and a subsidiary company in HC group,is a car manufacturing corporation which is in charge of manufacturing and selling Original Brand passenger car.Existing business model and its factors in ZH Auto encounters huge challenge and confronts increasingly obvious problems in the era of digital economy.It is crucial to implement business model improvement,an inevitable choice for ZH Auto.This article,according to research mode-finding out,analyzing and solving problems,combs ZH Auto and its factors,then,finds out and analyzes problems from macro-environment and intermediate level,as well as designs commercial improvement plan concerning four levels and nine factors,finally proposes feasible implement and safeguard measures by referring to and carefully studying numerous documents concerning definition and characters of digital economy,adopting theories about business model definition and its factors and selecting business model canvas as research tool.Business model improvement for ZH Auto can be summarized as "7D"-7 digitization upgrade including product digitization,customer portrait digitization,channel digitization,marketing digitization,core source digitization,manufacturing digitization,supply chain collaboration digitization.Through the improvement design of ZH Auto business model,finding the improvement method of business model that conforms to ZH Auto’s development and digital economy characteristics,and providing ZH Auto to reference when making long-term and short-term development plan.