Research On The Business Model Optimization Of Xiabuxiabu

In recent years,affected by the unprecedented changes in a century,the game of big countries and COVID-19,China’s social environment and economic environment has undergone tremendous changes.Especially for China’s catering industry,it has been hit and challenged like never before.If enterprises want to continue to operate for a long time,they must continue to build a business model suitable for the current environment,so as to seek a way out and win business opportunities.The optimization of business model is the only choice for the high-quality survival and even development of the vast majority of enterprises without core technology advantages.Regardless of the industry,adapting a company’s business model to a rapidly changing environment can be decisive for a company’s success.Xiabuxiabu Catering Management Co.,Ltd.(hereinafter referred to as Xiabuxiabu)is a domestic hot pot chain enterprise.It is characterized by the perfect combination of novel barstyle dining form and traditional hot pot.Xiabuxiabu has become a leading enterprise in the hot pot industry through more than 20 years of development.However,the industry competition has become more and more fierce with the complex and changeable market environment.It is necessary to analyze its business model and improve and optimize the problems in the business model of the enterprise in order to maintain its competitive advantage in the industry and enable the company to achieve sustainable development.Firstly,This thesis analyzes and organizes the relevant literature of business model.Secondly,the SWOT analysis method were used to analyze the business environment of Xiabuxiabu.Then,using the magic triangle theory of business model,combined with the questionnaire results and the company’s annual report operation data and the condition of the field research records,the business model of Xiabuxiabu was analyzed in detail.After the above analysis,it is found that the business model of Xiabuxiabu has the following problems:(1)In terms of customers,the target customer group of the enterprise is relatively single;(2)In terms of value proposition,the cost performance of restaurant consumption is decreasing year by year,and the customer flow is gradually decreasing;(3)In terms of value chain,marketing activities need to be strengthened and the quality of service activities needs to be improved;(4)In terms of profit mechanism,the source of income is relatively single,and the operating income of its third-tier cities needs to be improved.Finally,the following optimization suggestions are put forward for the above problems:(1)In terms of customers,it is necessary to broaden the target customer group of the enterprise;(2)In terms of value proposition,improve the cost performance of restaurant consumption and return to the route of mass consumption;(3)In terms of value chain,strengthen marketing activities and improve the quality of service activities;(4)In terms of profit mechanism,expand the catering retail business and expand the market share of third-tier cities.By optimizing the business model of Xiabuxiabu,this thesis hopes promote the sustainable development of enterprises and improve their competitiveness,and also provide certain practical reference for other enterprises and merchants in the catering industry.