A Research Of The Business Model Innovation Of KK Company Based On Content Service In Internet Era

As Internet technology leaps forward,traditional enterprises including color TV enterprises are subject to various impacts from the Internet industry.A widening gap has been seen between the products and services provided by traditional color TV enterprises and the upgrading demands made by customers due to the improvement of living standards of consumers,the emergence of smart TVs and the greatly enrichment of Internet content services.For traditional color TV companies,represented by KK,they have been confronted with huge challenges and declining performance,and thus have begun to adapt their business model to the changing industry environment.The concept ‘business model',which has gained wide academic attention and studies,becomes important theoretical support for traditional color TV companies to deploy their strategic change.Based on theories and tools regarding business model and its innovation,this paper systematically assesses KK's current business model and proposes an innovative design and its implementation plan.The paper,drawing upon the results of domestic and overseas studies on business model and its innovation,uses the Business Model Canvas for key-factor analysis of KK's current business model,and adopts internal interviews,SWOT analysis and brainstorming to identify the major problems with KK's business model.Then,it establishes a systematic assessment method to analyze the constituents,threats and chances of KK's current business model,and raises improvement measures according to the results of the assessment.After drawing the research conclusions,it finally proposes an innovation design scheme for KK's content service-based business model,and designs the relevant safeguards against the risks and difficulties that may occur in the process of implementation.Through the research of business model innovation,this paper proceeds from KK's actual situation and offers KK an innovation design of Internet content service-based business model on the one hand;on the other hand,it has practical and instructive significance to the business model innovation design of traditional enterprises in the changing environment of the Internet era.