Moon Key Livehouse Business Model Innovation Research

As an indispensable branch of the current music industry chain,Livehouse contains unlimited cultural communication energy and commercial value.As the first batch of "moon key" introduced to live house in Xi'an,it was once regarded as the voice platform of Xi'an local music,and became an important way for Xi'an youth to contact and participate in music.However,in recent years,with the extensive entry of outdoor major music festivals,the performance market of Livehouse shows a depression,and the profitability of moon key shows a continuous downward trend.One of the important reasons for this result is the lack of innovation and upgrading of business model.The theme of this paper is to design a new business model for moon key to help enterprises change the predicament of business decline.Through the use of this basic theory of business model,the original business model for enterprises to innovate.This paper combines literature research,investigation,case study and other research methods to provide a theoretical basis for the innovative design of business model.In the value system of business model,how to create value,transfer value and obtain value are the important clues to analyze the existing business model.Through the interview with the person in charge of moon key and the questionnaire survey on the audience,the problems and reasons in the existing business model are found out,thus the necessity of business model innovation is established.However,the feasibility of business model innovation is due to the advantages of internal and external enterprises and the exemplary role played by the successful cases of livehouse business model at home and abroad.In the design of business model innovation scheme for enterprises,it mainly focuses on the basic elements of business model framework,and carries out innovation and upgrading in three aspects: reconstruction of positioning,optimization of business structure and creation of new profitability.Through big data analysis model to locate customer base,improve the ability to create value for customers;expand business areas,strengthen cooperation,improve the new image of the enterprise; through the creation of an o2 o Internet business closed-loop,combined with online and offline new operation mode to improve the situation of poor profitability of the enterprise.Its innovation goal is to achieve business differentiation and enhance the business value of enterprises.The last part of the design is the implementation guarantee of business model innovation,which includes four aspects: culture guarantee,talent guarantee,capital guarantee and system guarantee.Through the research of this paper,according to the actual needs of the operation and development of the moon key livehouse,a new business model with theoretical basis and practical operation is designed for it,hoping to help enterprises create new business value and rebuild their brilliance.