Research On Business Model Innovation Of The M Company

As the most important mode of transportation in global trade,the shipping industry has become an important support for the economic development of various countries.According to the different global division of labor,the supply chain of global logistics is increasingly scattered and complex,and mature digital technology is promoting the transformation of the ancient and traditional ocean shipping industry.As the boundary between industries becomes more and more blurred,cross-border competition cases are common,all of which are changing the underlying logic of business competition,causing most enterprises to fail to maintain their long-term competitive advantages.Therefore,in particular,the trend of era,the enterprise needs to constantly innovate to follow leads the developing trend,even avoid allows businesses to the original business model hinder its development.Affected by the world economy and shipping cycle,the needs of global traders also become diverse with the complexity of supply chain.The serious homogeneity of maritime transport services makes the operation of the traditional shipping industry increasingly difficult.In the face of such customized requirements,most of shipping companies lack excellent integrated logistics solutions.Whether driven by technology or market demand,the innovation of the business model of traditional shipping enterprises is imminent.The extension of the value proposition of shipping enterprises can help enterprises complete innovation and reform by enabling Internet technology and accurately capturing and matching market demands,so as to obtain more value combinations while meeting the diversified needs of customers,so as to ensure the long-term sustainable development of enterprises.This thesis takes M Company,a shipping service enterprise,as the research object,and follows the steps of "question raising,problem analyzing and problem solving" to launch the discussion.First of all,through the study and collation of relevant literature,the definition and components of Business Model are defined.Secondly,the relevant concepts of Business Model innovation and common analysis tools of Business Model are sorted out to provide theoretical support for the subsequent analysis of M company’s Business Model innovation.At the same time,using Osterwalder’s nine elements Business Model Canvas to analyze the current business model of M company,the company’s value proposition,key businesses,core resources,channel mode,customer segmentation and other modules are elaborated,and by means of the industry environment as well as the internal and external environment of M company analysis summary,there are problems of the business model.Finally,the thesis puts forward suggestions on M company’s business model innovation,so as to form the business model innovation model of this thesis.By studying the Business Model of M Company,this thesis discusses how traditional enterprises embrace changes to build a complete ecological chain.Value proposition innovation is emphasized in the business model innovation path in this thesis,which provides ideas for the sustainable development of M company.The significance of this thesis is that it can provide opinions and suggestions for M company’s business model innovation program through empirical research on business model innovation,and provide reference for other companies in the same industry to reform.