Innovation And Optimization Of Business Model Of Manufacturing Enterprises Under The Background Of Digital Economy

In the current era of rapid development of big data and continuous progress in network technology,the emergence of the digital economy has exposed many weaknesses of the traditional manufacturing business model,such as lagging information resources,insufficient supply chain capacity and high sales costs,which have brought a series of challenges to the development of enterprises.Therefore,enterprises need to use the digital economy to innovate their business models and solve the development challenges faced by traditional manufacturing industries.Combined with the digital economy,business model innovation in manufacturing enterprises can enhance the ability to capture business value by upgrading technology and meeting the diverse needs of consumers.This thesis examines the following aspects of business model innovation for manufacturing enterprises:First,the value proposition stage.In the digital economy,consumers’ demand for value is increasingly important to the value creation segment of enterprises,which need to build on consumer demand,increase user stickiness and amplify brand effects.Secondly,in terms of value creation,the realisation of the value proposition depends on the establishment of an effective value network.Traditional business models have many barriers to innovation that affect value creation.Technological developments require companies to increase their digital production capacity,which can be achieved through innovative relationships with partners and competitors.The third area is value transfer.Value transfer refers to a company’s sales model,channels and customer relationships.Effective marketing and promotion is essential for manufacturing companies to enhance collaboration and increase productivity after they have finished producing their products.In this thesis,a case study is selected from Winner Medical,which manufactures medical supplies and holds hundreds of patents on medical dressings.With a high level of production processes for medical dressings,Winner has gradually developed into the number one domestic mouthpiece company in China.As a successful case of domestic manufacturing transformation,Winner Medical has now successfully developed two business segments,consumer and medical,and has taken its place in the domestic medical consumables industry,gaining a top ranking market share,which is inseparable from its business model innovation.Using literature analysis,theoretical deduction and case study methods,this thesis constructs a theoretical model of business model innovation based on the value network and business model framework,and verifies the effectiveness of business model innovation in manufacturing companies based on case studies.The study found that in the process of development,Winner has achieved business model innovation based on the limitations and shortcomings of the traditional business model,and has continuously improved and optimised the analysis framework and participating subjects of business model innovation;based on the analysis of Winner’s company operation,a more positive evaluation of business model innovation was obtained,which plays an important role in the market development of the company.The research in this thesis has some implications for companies planning to achieve business model innovation in the context of the digital economy.Manufacturing companies should have a sense of innovation,based on consumer demand,achieve digital development,expand the integration of marketing channels,and promote the improvement of business operations,which will help the long-term development of manufacturing companies.