深圳K+Party公司商業模式研究

Abstract

從改革開放開始，人們的生活水平得到了提高。根據國外發展經驗以及社會發展規律可以明白到了KTV行業在人們的休閒娛樂方面扮演者重要的角色，從而KTV應該賺取更大的利潤。但是隨著社會娛樂方式的多樣化，從手機遊戲到電影電視到旅遊等等，使得KTV在國內娛樂業不再具有像過去一樣的地位。此外隨著互聯網經濟的到來，KTV線下門店不得不與美團等手機軟件平臺合作，由於在合作關係中平臺抽取了相當大的傭金，KTV出於相對被動的地位。並且由於KTV漸漸出現了如經營模式不科學、服務質量跟不上、同行競爭激烈，成本高昂等問題。 本文首先利用商業模式的六要素來分析在K+Party過去的商業模式存在哪些不足之處；然後分析K+Party針對這些不足之處是如何做出怎樣的應對策略來改善自身商業模式。之後分析這些改進措施對於K+Party乃至KTV行業的合理性；接著運用VRIO及SWOT模型進行K+Party與市場上主要競爭對手的分析比較；最後探討K+Party目前採用的企業經營管理體系為何能有效的搶佔KTV市場份額。同時本文分析K+Party了貼合互聯網經濟思維以及企業自身條件所制定出來的K+Party平臺構建戰略發展過程的必要性以及可行性。最後根據本文的研究結論對KTV從業者提供了一些參考意見。問題的研究有助剛起步的量販式KTV提高成長性,對於量販式KTV的企業培育有重要理論意義和現實指導意義。同時本論文也為“K+Party量販式KTV”在信息時代的創新發展提供一些優化建議。分析結果表明，K+party商業模式的創新能夠增強K+party的核心競爭力，只有用優質的服務，新穎的科技亮點，創新的管理理念才能在當今混亂的KTV市場中贏得一席之地。 本文主要的創新在於：明確了中國KTV行業正處於萎縮與轉型升級的階段，商業模式、合作共贏、多元化服務等方面的轉變為KTV公司的發展帶來的重要的機遇和挑戰；在KTV行業競爭愈加激烈的背景下，對平臺化戰略進行了分析，對K+Party公司未來的戰略規劃和實施具有指導意義。本文主要的不足體現於：對於KTV商業模式的研究所取樣本較少，故今後進一步研究需增加樣本數量，以提高文章說服性；國內KTV暫時無法上市，只能獲取部分的數據，無法獲取高階的數據，對於文章中的某些部分可能造成一定的誤差。互聯網經濟尚未穩定，一部分傳統產業能與互聯網經濟完美結合，而一部分則無法做到這一點。

From the beginning of reform and opening to the outside world, people's living standards have been improved. According to the experience of foreign development and the law of social development, we can see that KTV industry plays an important role in people's entertainment and entertainment, so KTV should earn more profits. But with the diversification of social entertainment, from mobile games to movie TV to tourism, KTV has no longer the same place in the entertainment industry as before. In addition, with the advent of the Internet economy, KTV stores have to cooperate with the mobile phone software platform such as the US group. Due to the considerable commission in the platform of cooperation, KTV has a relatively passive position. And because of KTV, such as unscientific operation mode, quality of service, fierce competition, high cost and so on. This paper first analyzes the shortcomings of K+Party's past business models based on the six analysis of business models, and then analyzes how K+Party addresses these shortcomings and how to make strategies to improve their business models. After analyzing these measures to improve the rationality for the K+Party industry as well as KTV; then use VRIO and SWOT model comparison and analysis of K+Party on the market and major competitors; finally discusses the enterprise management system currently uses the K+Party why can seize the KTV market share effectively. At the same time, this paper analyzes the necessity and feasibility of building K+Party platform based on Internet economic thinking and enterprise's own conditions, which is built by K+Party. Finally, according to the conclusions of this paper, some references are provided to KTV practitioners. The research has just started selling KTV to help increase growth, has important theoretical and practical significance for the enterprises to cultivate style KTV. At the same time, this paper also provides some suggestions for the optimization of K+Party style KTV 'in the innovation and development of the information age. The analysis results show that the innovation of K+party business mode can enhance the core competitiveness of K+party. Only by using quality service, innovative technology highlights and innovative management ideas can we win a place in today's chaotic KTV market. In this paper, the main innovation is: the Chinese KTV industry is in a stage of decline and transformation and upgrading of the important opportunities and challenges to change the business model and win-win cooperation, diversified service etc. bring to the development of KTV company; in the increasingly fierce competition in the industry under the background of KTV, the platform strategy is analyzed, the implementation of has the guiding significance for K+Party company's future strategic planning and. The main problems reflected in: the study of KTV business model to take fewer samples, so further research need to increase the number of samples, in order to improve the persuasive; domestic KTV temporarily not listed, only part of the data acquisition, unable to obtain high order data for some part of this article may result in some errors. The Internet economy is not stable, a part of the traditional industry can be perfectly combined with the Internet economy, and some can not do this.