Research On The Optimization Of H Company Business Model Under The Sharing Economy

With the rapid development of intelligent mobile terminals and information technology,the new business form of the sharing economy has also emerged.The sharing economy Internet companies represented by Uber and Airbnb have profoundly affected and changed people’s production,lifestyle and consumption concepts..In recent years,the sharing economy has developed rapidly in various fields in my country.As the research object of this paper,Company H is an enterprise that operates shared books under the background of the sharing economy.With the development of the market economy and changes in the environment,the degree of competition in the industry has become more and more intense,and the business development of Company H has also encountered bottlenecks.Slowly,the customer acquisition rate has declined.Especially due to the impact of the new crown epidemic,the income has dropped seriously.The existing operation can no longer fully meet the healthy development of the company.Company H must improve the current situation,optimize and innovate the existing business model,and make the company more competitive.This paper focuses on what kind of business environment H company is in,what is the current business model,what problems exist and how to solve them.First,this paper uses the macro-environment PEST model and the micro-environment six-element model to analyze the internal and external business environment of H company.Then select Ostwald’s business model element model and divide it into four modules to analyze the business model of H company,and use SWOT analysis method to combine the company’s internal and external operating environment and the four modules of the business model canvas to analyze the advantages of the company’s development process,Weaknesses,Opportunities and Threats,and summarizes the main problems of H Company’s business model.Mainly include single enterprise positioning,single product and service;lack of deep cultivation of customer acquisition,insufficient customer maintenance;insufficient marketing and promotion,insufficient depth of important cooperation;single source of income,heavy cost burden,etc.Aiming at the existing problems,lock the direction to be optimized,combine the business model canvas with value innovation,and use four action framework tools to eliminate,reduce,increase,and create the customer module,product service module,resource module,and financial module in the business canvas respectively.Judgment,put forward optimization and innovation suggestions: take measures such as diversifying products and services,increasing customer acquisition methods and maintaining customer relationships,strengthening important cooperation,effective publicity,optimizing and reducing costs and expanding revenue sources,sorting out a new canvas,highlighting the advantages after optimization,enable the company to develop sustainably.Finally,the implementation guarantee for the above optimization is proposed from the two levels of government and enterprise.Through the analysis of H company’s business model,this paper enriches the relevant business models in the field of shared books,provides a vivid case for business model analysis,and hopes to promote the sustainable development of book companies.On the other hand,the analysis of H company’s business model,optimization and improvement of existing problems enable H company to develop healthily and sustainably,and at the same time have guiding significance for other types of innovative technology companies.There are18 figures,13 tables,and 71 references.