摘 要

随着互联网、大数据、人工智能等现代信息技术不断取得突破，数字经济蓬勃发展，在海量的数字营销资源中实现对于目标客户的精准定位成为极其迫切的需求，依靠传统的媒体排期广告投放模式已经难以适应当前的媒体环境与用户习惯，因而程序化购买模式作为代表数字营销领域规模化、精准化、程序化趋势的新营销方式应运而生，程序化广告在互联网广告中的主导地位日益巩固。市场中涌现出越来越多的程序化广告平台，市场竞争日益激烈。在当前竞争激烈的程序化广告市场中，许多程序化广告平台核心业务能力优势不明显，面临着经营业绩下滑以及客户流失等压力。这些程序化广告平台为了提升其经营绩效纷纷寻求商业模式的优化与创新，来拓展其收入来源，提高资源配置效率。

CS互联网公司是一家专注大数据驱动的新营销服务的互联网公司，主要通过聚合大量的中小媒体在平台当中，基于大数据分析的智能算法模型，为流量赢取合理且高价的曝光展示，帮助媒体管理收入渠道，为优质媒体更有效地拓展品牌广告客户资源，提高媒体收益。本文以CS互联网公司程序化广告SSP平台为例，基于商业模式画布理论对CS互联网公司商业模式进行解构，从而能够清楚直观地了解CS互联网公司的商业模式各要素。进一步地，以CS互联网公司商业模式的构成维度和构成要素为基础设计评价指标体系，并据此确定最终的调查问卷，分别从价值主张、核心资源、关键业务、重要合作、客户细分、渠道通路、客户关系、成本结构以及收入来源九个方面对CS互联网公司商业模式进行调查，并通过该问卷结果剖析CS互联网公司商业模式的优势与不足。

进一步地，结合问卷调查结果，本文在商业模式优化相关理论的支撑基础之上，明确了CS互联网公司商业模式优化设计的原则，并从商业模式要素出发对CS互联网公司商业模式进行优化设计，提出CS互联网公司在后续发展过程中应进一步强化其主营业务的优势，不断优化媒体聚合平台；拓展以及合理配置技术资源、客户资源以及人力资源；提供一些特色服务来满足媒体的自主需求；拓展和需求方渠道；与广告公司、与线下广告平台以及与第三方数据的合作；成立专门的客户管理团队；进行客户细分；丰富线上线下多渠道、多终端、多形式的品牌传播；优化成本结构；拓展收入来源等建议。最后，提出制度、组织、人才以及技术层面的保障措施。

ABSTRACT

As the Internet, big data, constantly breakthroughs in artificial intelligence and other modern information technology, digital economy to flourish, in the vast resources of digital marketing implementation for the precision positioning of target customers become extremely urgent demand, relying on traditional media schedule advertising model has been difficult to adapt to the current media environment and user habit, As a result, programmatic purchase model emerges as a new marketing method representing the scale, precision and programmatic trend in the field of digital marketing, and programmatic advertising is increasingly consolidating its dominant position in Internet advertising. More and more programmatic advertising platforms emerge in the market, and the market competition is increasingly fierce. In the current highly competitive programmatic advertising market, many programmatic advertising platforms do not have obvious advantages in core business capabilities, and are facing the pressure of declining business performance and customer loss. In order to improve their business performance, these programmatic advertising platforms seek optimization and innovation of business models to expand their income sources and improve the efficiency of resource allocation.

CS Internet company is a new focus on large data driven marketing services of Internet companies, mainly through polymerization in a large number of small and medium-sized media platform, model of intelligent algorithm based on big data analytics, win a reasonable and high exposure to flow, help the media management income channels, for high quality media resources, expand the brand advertisers more effectively improve the media. Taking CS Internet company's programmatic advertising SSP platform as an example, this paper deconstructs CS Internet company's business model based on the business model canvas theory, so as to clearly and intuitively understand the elements of CS Internet company's business model. Further, the evaluation index system is designed based on the constitutive dimensions and elements of CS Internet's business model, and the final questionnaire is determined accordingly. The business model of CS Internet company is investigated from nine aspects: value proposition, core resources, key business, important cooperation, customer segmentation, channel access, customer relationship, cost structure and revenue source, and the advantages and disadvantages of CS Internet company's business model are analyzed through the results of the questionnaire.

Further, combined with the survey results, based on the business model optimization based on relevant theoretical support, has been clear about the CS Internet company business model optimization design principles, and starting from the business model elements to CS Internet company business model to optimize design, put forward in the process of CS in the subsequent development of the Internet company should further strengthen the advantage of its main business, Constantly optimize the media aggregation platform; Expand and rationally allocate technical resources, customer resources and human resources; To provide some characteristic services to meet the independent needs of media; Expanding and demand-side channels; Cooperation with advertising companies, offline advertising platforms and third-party data; Set up a dedicated customer management team; Customer segmentation; Enrich online and offline multi-channel, multi-terminal and multi-form brand communication; Optimize the cost structure; Expanding revenue sources and so on. Finally, put forward the system, organization, talent and technical level safeguard measures.