天目湖旅游公司商业模式驱动价值创造研究--PCDA模型视角

Research on Value Creation Driven by Business Model of Tianmu Lake Tourism Company--PCDA Model Perspective

新冠疫情的长期化给旅游业带来持续而深重的影响,同时,供给侧结构性改革的深化,以及创新驱动、高质量供给引领和创造新需求的提出,为旅游业加快转型升级提供了政策东风和发展动力。基于商业模式理论,遵循“价值主张—价值创造—价值传递—价值获取”逻辑关系构建PCDA模型,以天目湖旅游公司为例,剖析商业模式的创新举措,借助财务非财务数据分析,探析商业模式驱动价值创造的路径及实施效果。研究表明,天目湖公司以全方位“商养学闲情奇”服务为价值主张,围绕该主张实现商业模式创新,进而正向影响价值创造。

The prolonged situation of the novel corona virus pandemic has brought a continuous and profound impact on the tourism industry.At the same time,the deepening of supply-side structural reform,as well as the proposal of innovation-driven,high-quality supply leading and new demand creation,have provided policy impetus and development impetus for accelerating the transformation and upgrading of the tourism industry.Based on the business model theory and following the logical relationship of"value proposition-value creation-value delivery-value acquisition",the paper constructs the PCDA model.Taking Tianmu Lake Tourism Company as an example,the paper introduces innovative measures of its business model.Using financial and non-financial indicators,the paper deeply analyzes path of value creation driven by the business model and the implementation effect.Study results show that Tianmu Lake Company realizes business model innovation around the value proposition of"business cultivation,learning,leisure and romance"service,thus positively affecting its value creation.