中國家裝市場總量預計高於1.2萬億人民幣的容量規模，具有很高的發展潛力。但傳統家裝行業產業鏈冗長，企業小且分散，存在著盈利困局，也是一個有著許多問題的行業。互聯網+的概念自2015年提出後，逐漸滲透到生活的各個方面。家裝行業的發展也受到互聯網+概念的影響。

本論文主要針對土巴兔裝修網在家裝行業創業歷程做商業模式的總結與建議。土巴兔裝修網是由王國彬所領導的互聯網家裝行業的創業公司，經過八年的發展已經成為互聯網家裝行業的領導品牌。分析與總結商業模式的發展歷程，並整理商業模式發展所處環境。透過商業模式與外部環境的相互作用，做出相關的發展建議。

本論主要運用Alexander Osterwalder & Yves Pigeur 在《Business Model Generation》（2010）一書中所提出的商業模式圖來總結土巴兔裝修網的發展歷程。運用質性研究法與消費者、設計師等多方進行深入交流，找到企業內外部相互作用背後的商業邏輯，為土巴兔裝修網未來的發展提供行之有效的建議。

During the recent years, the decoration industry was in a period of transformation. There are many problems in traditional home improvement industry. The effect of Internet working as intermediary will reduce transaction costs when it’s combined with a traditional industry. In order to adapt the evolution of environment, entrepreneurs have to operate new business model.

This study focus on the developing process of Tobto’s business model, makes a summary and gives some suggestions on improvement. Tobto founded by Robin Wang in 2008. Currently, it has become the no.1 brand in on-line decoration market. It is regarded as a typical on-line decoration company. In order to figure out the circumstance which Tobto faced with, this study will analyze the background of the business model through four aspects.

This study applies the business model diagram proposed by the book “Business Model Generation” wrote by Alexander Osterwalder et al. (2010) to analyze and design comprehensive strategy for Tobto. In order to understand the market deeply, the qualitative research is applied to communicate with costumers and designers to find the logic and thinking behind the interaction between the internal and external of the company and to provide effective suggestions for the development of Tobto.

英文文獻：
1. Afuah A.，Tucci C.L. Internet Business Models and Strategies：Text and Cases，2nd edition. McGraw Hill，New York，2003.
2. Dubosson-Torbay M, Osterwalder A, Pigneur Y. E-Business model design, classification and measurements[J]. Thunderbird International Business Review, 2002, 44(1): 5-23
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6. Joan Magretta(2002),”Why business model matter,” Harvard Business Review, Harvard Business Publishing, p.86-93
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8. Morris, M., et al. (2005). "The entrepreneur's business model: toward a unified perspective." Journal of Business Research 58(6): 726-735.
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10. Osterwalder A. The Business Model Ontology：A Proposition in a Design Science Approach. PhD-Thesis. University of Lausanne，2004.
11. Rappa, M.,(2000),Business Models on the Web, Managing the digital enterprise
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15. Zott, C., et al. (2011). "The Business Model: Recent Developments and Future Research." Journal of Management 37(4): 1019-1042.

中文文獻：
1. 李雪梅. 旅遊網站的運營模式研究[D]. 北京郵電大學,2007.
2. 孟義芳. 線上旅遊服務商的出現對傳統旅行社的影響[J]. 商情.
3. 周永廣,江一帆. 旅遊 Web2.0:使用者驅動下的商業模式創新[J]. 旅遊學刊, 2007, 22(4): 8-9.
4. 陳向明.質性研究方法與社會科學研究[M].北京：教育科學出版社，2000
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線上資料：
2015年度中國建築裝飾行業發展報告
http://www.cbda.cn/html/hyfx/20160310/83806_2.html?COLLCC=2460208223&

演講實錄
土巴兔劉荃：互聯網裝修行業 用戶價值才是最大的風口
http://news.ifeng.com/a/20160517/48785525_0.shtml
土巴兔劉荃：互聯網+是一種業態的升級
http://gd.sina.com.cn/mm/life/2015-07-22/144110755.html?from=wap
實錄:走進土巴兔深圳總部 尋找精准流量
http://home.163.com/14/1108/20/AAI8V73400104JVC_all.html
訪問視頻
網易家居專訪土巴兔創始人王國彬：做最大的家裝O2O平臺
http://home.163.com/15/0811/17/B0OKULNU00104JHL.html
新聞報道
土巴兔謝樹英：未來O2O行業將趨向重模式
http://news.to8to.com/article/119273.html
專訪：獲得2億美元巨額融資後，土巴兔都幹了些什麼？
http://www.iyiou.com/p/20337