国内森林公园旅游服务商业模式创新路径研究

Research on Domestic Forest Park Tourism Service Business Model Innovation Path

首先介绍了市场论、资源论、合作论、变革论等传统的产业经济学理论,概述了商业模式的内涵,从顾客价值主张是商业模式模型的起点、创造并获取价值是商业模式模型的核心、营运系统整合是商业模式模型的途径三方面阐述了商业模式的模型表达,从商业模式的创新动力、商业模式的创新途径两方面阐述了商业模式的创新;然后从森林公园旅游服务价值主张创新、森林公园旅游服务营运系统创新、森林公园旅游服务盈利模式创新、森林公园旅游服务商业模式创新的模型表达四方面讨论了国内森林公园旅游服务商业模式及其创新,提出了景观与环境的价值主张创新、技术与文化的营运系统创新、网络与体验的盈利模式创新等森林公园旅游服务商业模式的创新路径。研究结果表明:森林公园旅游服务经历了高速发展,吸引了大量的游客,但没有取得与之相称的经济效率;森林公园旅游服务转型需要新的商业模式,传统关于竞争优势论、资源优势论、企业合作论和产业变革论等无法满足基于信息技术的产业发展需要;森林公园旅游服务商业模式的创新动力基于市场价值主张,产业对价值的创造和价值获取的冲动。

First introduced the market theory, resource theory, cooperation theory, transformation theory of traditional industrial economic theory ; summarized the meaning of business model ; elabora- ted the model expression of business model from three aspects of the customer value proposition is the starting point of business model, create and capture value is the core of the business model, operation of the system integration is the way of business model; elaborated the business model innovation from two aspects of the business model innovation power and the business model innovation path. Then dis- cussed the business model of national forest park tourism service and its innovation from the innovation of the Forest Park tourism service on the four aspects of value proposition, operating system, profit pattern, and model expression of business model innovation. Put forward the innovation of the value proposition of landscape and environment, the operating system of technology and culture, the profit pattern of network and experience are the innovation path of business model of Forest Park tourism service. The results show that the Forest Park tourism services has experienced rapid development, attracting a large number of tourists, but made no commensurate with the economic efficiency. Forest Park tourism service transformation needs a new business model, the traditional theory about competi- tive advantage, resource advantage theory, enterprise cooperation theory and industry transformation theory and so on can not meet the need of industry development based on the information technology.The innovation power of business model in Forest Park tourism sition, value creation of industry and impulse of obtain value .