Research On The Business Model Optimization Based On The Value Network

Commercial real estate has always been a significant part of the traditional retail market.Under the New Retail background of customer consumption upgrading and continuously changing business environment,innovative business models that adapt to customer needs and changing trends in the business environment have become issues that commercial real estate operators must consider.Company A,as a well-known company operating commercial real estate in South China,is also facing market pressure brought by the new business environment.Adjusting business models and management strategies to adapt to new changes is an essential guarantee for enterprises to maintain its sustainable competitive advantages.This thesis first analyzes the significance of the business model research under the new retail environment.Through the current status of domestic and foreign research,this article discusses the importance of the value network.Then it sorts out the related concepts and theories involved in this thesis,mainly elaborates on the concepts of the value network and business models and expounds relevant theories such as the value network and value co-creation as well as business model optimization.Afterward,through the case analysis of the current status and existing problems of the business model of the commercial real estate operator Company A,which involves value proposition,value creation,value transmission,value acquisition,etc.,it is found that there are mainly problems such as the original and single value proposition,which cannot meet different types of service objects,and the value creation system presenting a single and chain-like structure,resulting in the inability to fully solve the diversified needs of property owners,merchants and consumers through its own service capabilities as well as the low efficiency of enterprise value transfer and the single value acquisition.Then this thesis reconstructs and optimizes Company A's value network structure system,alters its original chain-like and unidirectional nature,emphasize the partnership of its three types of service objects of property owners,merchants and consumers in Company A's value network to realize value co-creation and clarifies the value co-creation process and operation mechanism to help optimize its business model.Finally,according to its actual conditions,through the analysis of business model innovation,the thesis puts forward the approaches of the business model optimization plans,placing emphasis on the optimization design of the four elements of the business model of Company A: value proposition,value creation,value transmission and value acquisition.Combining the changing trend of industry development and service demand,this thesis applies the theoretical knowledge of the value network to the innovation research of business model,constructs a new value network structure for commercial real estate operators,and optimizes the new business model for Company A,aiming to respond to New Retail opportunities and challenges and innovate business model for traditional commercial real estate operators so as to obtain advantages in the market competition and provide theoretical and practical guidance.