Research On Innovative Path Of The Business Model In An Enterprise

The traditional handicraft has a long history in China which is always regarded as an oriental treasure. The development and value of traditional handicraft is deep in everyone’s memory. The unique art as a mode of production affects people’s life from generation to generation. However, traditional and modern life can’t be considered as the same. To some extent, traditional handicraft is supposed to be outdated and unfashionable that does not come up to the social characteristics today. As a result, the traditional handicraft company needs a whole new business model innovation to adapt to the times.Actually, the business model innovation is unique. Of course, the traditional handicraft company can learn from the experience of other companies, but it must not copy the all. Therefore a unique business model is needed to achieve sustainable development in traditional handicraft company.By means of summarizing the existing theoretical research from abroad and home, the thesis explained the characteristics of business model innovation, methods and paths, which put forward a concept about how to use the value chain, customer value and the business model factors to design a whole new business model for a traditional handicraft company. In this case, the study not only bases on case analysis before, but also uses business management, economics theories to figure out the problems. What’s more, the essay takes Chengdu RJ Sichuan Embroidery Company as an example and does a research about the demands of customers to analyze the situations that can be improved.The main content of this thesis is based on the current situation and characteristics about one of the typical traditional handicrafts-Sichuan embroidery industry. Firstly, the thesis describes how the project of Chengdu RJ Sichuan Embroidery Company as an example goes comprehensively. Secondly, it analyzes the existing business operating models of the company in the way of SWOT. Thirdly, combined with the market research, it discusses about Chengdu RJ Sichuan Embroidery Company’s development, problems and the causes about the issues existed in-depth. Above the existing theories the essay designs a business model for the case in three different ways and put forward the brand-build plan to promote the innovation of the company.The contributions of the thesis include:(1) the main point of this paper is new. It plays an important role in the interaction between theory and practice. On the one hand the business model innovation theories should be tested by the real companies; on the other hand the operations of the company verify the correctness of the existing theories.(2) The author hopes this paper will contribute to the transformation and upgrading of traditional handicraft companies and also fill in the gap in the field of business model innovation.