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商业模式设计与完善

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For Dummies是享誉世界的系列图书牌子,自诞生15年来受到全球数千万读者赞誉
For Dummies系列图书的特色:能用通俗易懂的文字清晰阐述复杂的概念和主题
For Dummies系列图书的优势:集结全球各领域专家,让你与充满智慧的头脑保持同步
For Dummies系列图书的口号:让一切变得更简单!

想要设计和完善商业模式?很简单!
本书可以帮助你设计一个明确公司发展愿景、提升客户忠诚度的商业模式。本书会告诉你如何寻找具有吸引力的市场,确定独特的价值主张,打造有效的盈利模式,创造可重复利用的销售流程,培养有意义的竞争优势,在商业模式中引入创新,有效地防范隐患以及平稳优雅地退出市场。

商业模式概述——了解什么是商业模式,为什么它至关重要,怎样定义商业模式,如何区分商业模式和商业计划,怎样培养竞争优势。
商业模式的基本要点——找到可以帮你进行头脑风暴的有效工具,设计商业模式框架,将商业模式划分为三个主要方面:产品、货币化及可持续性。
应对改变——寻找商业模式正在弱化的标志,了解创新在完善商业模式中的作用。
充分发挥自己主人翁的作用——了解聪明的商人如何在自己的商业模式中利用众包、虚拟销售流程、保险机制等工具。
Content Description

“互联网+”时代,企业面临的挑战越来越多。企业的成功与管理者的教育背景、智慧及勤奋努力并无必然联系,商业成功的关键是商业模式。什么是商业模式?商业模式包含哪些部分?如何打造有效的商业模式?本书为你一一解答。
本书在从总体上介绍了商业模式的概念之后,详细地论述了商业模式的三个方面及八个组成部分,以及如何打造新的并完善已有的商业模式。作者用生动幽默的语言、真实知名的案例,告诉你如何利用商业模式在市场竞争中取胜。本书是一部系统、全面、实用性强的商业模式设计与完善指南,书中的案例涵盖Coach、麦当劳、可口可乐、星巴克、通用汽车、塔吉特百货、西南航空、本田汽车、Facebook等各个行业的一流企业。
本书适合企业主和企业管理者、创新团队以及想了解和学习商业模式相关知识与技能的初学者阅读。
Author Description

吉姆·米尔豪森(Jim Muehlhausen)是注册会计师,做过特许经营人、律师、顾问、特许经营授权人和公共演讲人,拥有自己的企业。此外,米尔豪森还是大学教授,撰写过多本图书。
他是一名很受欢迎的顾问、商业教练,著有《51个致命的经营错误和规避方法》。研究和咨询经历让他发现了第52个致命的经营错误,即脆弱的商业模式。完善的商业模式才是取得商业成功的关键。他于2009年成立了商业模式机构,专门致力于商业模式的创新和研究。吉姆每年都会为这个机构撰写多篇文章,他还为其他期刊及杂志,如《公司》(Inc. Magazine)、《小企业报告》(The Small Business Report)、《企业家》(Entrepreneur)、《商业周刊》(BusinessWeek)及多个商业期刊撰写文章。
Catalogue

第1部分 商业模式概述

第1章 什么是商业模式// 3
商业模式的历史// 4
商业模式是个热门话题// 4
什么人需要商业模式// 5
商业模式的价值// 5
商业模式的未来// 7

第2章 定义商业模式// 11
成功商业模式的组成要素// 12
比较商业模式与商业计划// 18

第3章 不同形式的商业模式// 28
所有商业模式的通用部分// 28
形式最简单的商业模式// 30
商业模式的例子// 31

第4章 能否取得成功,取决于你有怎样的商业模式// 35
缺乏优秀商业模式时试图取得成功的结果// 35
只要拥有扎实的商业模式,努力工作等同于取得成功// 38
不断地进行尝试// 41
商业模式设计与完善//45

第2部分 创造一个能够取得成功的商业模式

第5章 使用工具设计自己的商业模式// 47
考察传统商业模式的设计方法// 48
用传统方法发现问题// 50
利用结构化流程设计商业模式// 53

第6章 寻找最具吸引力的市场,打造最有力的产品// 59
估算目标市场// 60
确定行业吸引力// 61
寻找利基市场// 65
考察客户吸引力// 71
在行业价值链上寻找自己的位置// 73

第7章 用独特的价值主张完善自己的产品// 77
打造一个独特的价值主张// 77
对比独特的销售主张和独特的价值主张// 80
最大化产品的潜力// 84
构建市场供求关系// 86
创造一个强有力的品牌// 90

第8章 利用商业模式赚钱// 93
打造可盈利的收入模式// 93
评估竞争// 102
获得足够的总利润// 104
创造有意义的成本优势// 108
创造有价值的经常性收入流// 115
避免隐患// 118

第9 章 通过销售实现货币化// 123
完成交易// 124
营销比销售更重要// 126
创造一个行之有效、可重复利用的销售流程// 127

第10 章 让自己的商业模式具有持久性// 129
创造有意义的竞争优势// 130
保持自己的竞争优势// 138
通过“波特五力模型”估算竞争优势// 141

第11 章 保持自己的商业模式:创新与避免隐患// 144
通过创新保持商业模式优势// 145
避免隐患// 150

第12 章 变现// 152
考虑下一个所有者:最佳商业模式具有转让性// 153
卖掉自己的企业并非唯一退出策略// 158
提高自己平稳退出的能力// 161

第13 章 分析自己的商业模式// 166
对比实践中的商业模式与理论中的商业模式// 166
利用商业模式框架// 167
为自己的商业模式打分// 175

第3部分 应对改变

第14章 商业模式的弱化// 183
商业模式出现弱化并不丢人// 183
主动出击,由此得到回报// 189

第15章 寻找商业模式正在弱化的标志// 191
利润减少// 191
持续获得较低的利润// 198
平庸的销售业绩// 201
对企业的表现产生不满// 201

第16章 发现并及时解决隐藏的问题// 204
完善你的商业模式,让其他问题消失// 204
检查一些经过伪装的问题// 205
无视商业模式的问题只会让你越伤越重// 209
不做改变带来的后果// 209

第4 部分 商业模式创新

第17 章 明确从哪里开始创新进程// 217
对旧模式进行微调很难起到作用// 218
预测未来// 219
失败可以成为你的朋友// 223

第18 章 开始创新进程// 229
对比边际创新与跳跃创新// 229
发掘疯狂与创新天才之间的相关性// 233
让创新进程保持在正轨// 235

第19 章 使用破坏性创新// 239
破坏性创新通常都能发挥作用// 240
谨记现有模式的大部分要素都是有效的// 249

第20 章 作为先进商业模式创新的众包模式// 252
众包的最早实践者// 254
十个你所不知道的众包// 256
你的商业模式可以从众包中受益// 257
众包的潜在缺点// 263

第21章 利用虚拟销售流程// 265
懂得互联网如何改变了销售// 266
考虑销售虚拟化的好处// 270
考察虚拟销售流程的基础// 271
概览虚拟化销售流程// 274

第22章 从保险机制中获益// 280
什么是保险// 280
了解保险盈利能力的核心问题// 281
拒绝为客户提供保险会让你付出代价// 283
创造性地收取保险费用// 285
练习:创造一份保险// 290

第23章 10个出色的商业模式// 295
“构建一次,大量销售”模式// 295
创造一个“必须拥有”的品牌// 298
让客户免费创造产品// 299
作为低成本供应商的真正竞争优势// 300
开发自然资源// 302
有法律保护的有价值的知识产权// 303
科技对现有模式的破坏// 304
为现有黄金准则再镀一层金// 305
满足客户不断提高的自我意识// 307
终极利基参与者// 309

第5部分 关于商业模式,你必须关注的40件事

第24 章 商业模式可能出现问题的10 个标志// 313
产生了卖掉企业的强烈欲望// 314
你的收入过低// 314
为了发展你需要不停借款// 316
为了解决销售问题,你认为自己需要聘请“销售明星”// 317
得不到银行的支持// 318
你的利润比竞争对手低// 318
你得忍受差劲的客户,而不能摆脱他们// 319
你觉得不能把工作交给任何一个人// 319
你最好的员工总是跳槽到更好的下家// 321
你的客户基础停滞不前或者出现萎缩// 322

第25 章 10 个商业模式创新来源// 323
商业书籍// 323
竞争对手// 325
顾问// 326
其他行业的优秀企业// 326
水晶球// 327
员工// 328
自己购买的产品或服务// 329
到其他国家或热门地区旅行// 329
幻想// 331
销售人员// 331

第26章 风险投资人不愿从你口中听到的10件事// 333
我会在日后搞明白怎么用这个赚钱// 333
这个有点像Groupon,只是……// 335
借鉴其他模式// 336
我的商业计划需要……// 337
未来我能赚钱// 337
每个人都需要这个产品// 338
我会用销量弥补// 338
我们只需要获得1%的市场份额// 339
过去一年我都在做这笔大生意,随时都可以做成// 339
什么是商业模式// 340

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