Research On D Company’s Business Model Innovation Based On Value Co-creation Theory

With the acceleration of global scientific and technological innovation,the development of medical technology drives the development of biological industry to a new height.As an important branch of biological industry,gene testing industry has been included in the national development strategy in China.Since 2015,the policies promulgated by the state for the genetic testing industry have not only accelerated the development of the industry,but also further promoted the iterative update of genetic testing technology.With the improvement of people’s quality of life in China,people’s health awareness has gradually increased,and the emphasis on health has become higher and higher,which provides a broad market space for the development of the genetic testing market.Coupled with the strong support of the capital market,it has brought unprecedented development opportunities to the genetic testing industry.Under the favorable market environment,the genetic testing industry,as an emerging industry,has attracted many competitors to enter the market.Due to the serious homogeneity of products and services among peer enterprises,the competition in the industry has become more and more intense.The changing speed of the environment is accelerating,which makes the operation and development of enterprises face huge challenges.How to adjust the company’s business model in a timely manner is the key to the company’s healthy and sustainable development.As a member of the genetic testing industry,D company faces a complex and changeable industry environment.The focus of this thesis is how D company can make full use of its professional advantages through methods such as resource integration and adjustment of business structure,so as to achieve steady development in the fierce competition environment.This thesis takes the co-construction laboratory business of D Company as the research object.Firstly,it uses management analysis tools such as PEST,Porter’s Five Forces model and commercial canvas model are used to analyze the internal and external environment of the company and the existing problems of the current business model.Secondly,redefine the main body of value creation.Based on the value co-creation theory,the analysis model is built with the four elements of "value proposition identification","value creation","value transfer" and "value realization",and combine the 9 elements of the business canvas model to design the optimization steps of the business model.Then,Then,the "value proposition identification module","value creation module","value delivery module" and "value realization module" are optimized according to the steps.D company completes the business model innovation design through a series of positive and negative innovations,such as expanding target customer groups,strengthening enterprise value proposition,increasing key businesses,strengthening key resources,strengthening partner network,strengthening customer relations,expanding sales channels,enriching income sources and optimizing cost structure.In order to make D company adapt to changes in the environment,promote the growth of business volume,achieve diversified profits,and enhance the company’s core competitiveness.Finally,corresponding safeguard measures are put forward from the four aspects of human support,financial support,scientific research technology and risk prevention and control,so as to escort the sustainable and healthy development of the company.