A Case Study On The Business Model Optimization Of The Characteristic Town Named Love & Flower Built By Hua Zhiyun Group

At the beginning of 2016,with the promotion of national policies and commercial assistance,characteristic towns sprang up on a large scale nationwide,and characteristic towns of various industries mushroomed across the land of China.However,as the initial policy guidance of the industry was unclear,supervision was lax,and various factors such as the uncontrolled pursuit of profits and fast money in commerce were mixed together,many problems quickly emerged,and a large range of towns were abandoned,The industry has been abandoned,and the overall development of characteristic towns has fallen into shackles.In recent years,with the convening of the 19 th and 20 th National Congress of the Communist Party of China,the country has taken the "three rural issues" and the revitalization of rural areas as the focus of the party’s work and an important strategy for national development and construction.The development of characteristic towns undoubtedly provides an important attempt for national and local governments to achieve this strategy and promote the urbanization process.Therefore,studying and exploring a benign business model of characteristic towns has extremely important reference significance for the investment promotion,planning,and development model of characteristic towns.This thesis selects the Chinese Love Flower Town built and operated by Zhejiang Huazhiyun Group,located in Fengcheng City,Jiangxi Province,as the research object,and uses the case study method to establish,plan and operate the characteristic town of this rural complex type,as well as the case plot of Huazhiyun Group that finally got out of the business dilemma by optimizing the business model of the town during the COVID-19,based on the nine elements of the business model The theory of industrial value chain and stakeholders compares and analyzes the business model of the town before the COVID-19 epidemic and the optimized business model after the COVID-19,explores and summarizes the internal relationship and actual benefits of its business model and optimization,and obtains the research conclusion that optimizing the business model by extending the industrial value chain and reshaping stakeholder relationships can significantly improve the operation of the town and enhance the competitiveness of the town.This thesis focuses on the difficulties encountered in the business model operation of the town before and after COVID-19 and the comparison of the effects of specific optimization measures,and puts forward suggestions and countermeasures for the problems and challenges still existing in the town.The thesis summarizes relevant experience for the optimization analysis of the business model of this small town,and also provides reference and inspiration for the optimization and research of the business model of similar towns.