美甲行业O2O商业模式研究..doc

美甲行业O2O商业模式研究——以河狸家为例 摘 要 本文从商业模式的理论开始，逐步梳理了商业模式的含义和构成，O2O商业模式的含义、构成和特点等一系列基础理论，将理论做为整篇文章研究的理论基础和研究标准。 通过对美甲行业的市场规模和竞争现状进行分析，并对美甲行业传统的商业模式进行了研究，发现了美甲行业传统商业模式的规律，为美甲行业O2O模式的研究打下了基础。 河狸家是美甲行业的一家企业，通过以河狸家为例研究了美甲行业O2O的商业模式，并对其商业模式的核心方面：价值主张、运营模式、盈利模式、竞争模式等方面深入研究后，进一步探寻了O2O这一商业模式的本质、规律、应用以及对创业者的借鉴意义，同时还引导笔者研究商业背后的本质和规律。最终发现商业的本身是用产品和服务满足人的欲望和需求，以及从当下满足这些需求的行业中寻找不足之处，通过改善不足进一步满足需求而创造价值。 在移动互联网时代，O2O这一商业模式也遵循这样的规律。互联网和手机APP都是满足这一规律的工具，而O2O商业模式本身也是商业规律在移动互联时代的表现形式。O2O这一模式的本质是“线上交易的本地化生活服务”，把“本地”和“生活服务”多维度的拆分重组后与“互联网”结合可形成更多的商业价值，创业者从中找到更多满足消费者需求的机会，实现自身和企业的价值。 关键词：商业模式；O2O；美甲；河狸家；创业 Nail Industry Research Business Models O2O —— A Case Study in beaver home ABSTRACT From the theory of the business model, gradually sort out the meaning of the business model and structure, meaning O2O business model, composition and characteristics of a series of basic theory, the theory as the theoretical foundation and research standards entire article research. Through the scale and competitive market situation nail industry is analyzed, and the nail industry, the traditional business model has been studied and found that the laws of the nail industrys traditional business model for the study of the nail industry O2O mode of the foundation. Beaver home nail industry is a business, home, for example by beaver studied O2O nail industrys business model, and its core aspects of the business model: the value proposition, business model, profit model, competitive mode and other aspects of in-depth study after further explore the nature of this business model O2O, laws, applications and reference for entrepreneurs, but also to guide the nature and laws of the author behind the research business. Commercial eventually found itself satisfy peoples desires and needs with products and services, and to meet those needs in the industry looking for deficiencies from the present, to further meet the needs created by the lack of improvement in value. In the mobile Internet era, O2O this bu