21世纪以来，随着信息技术的进步和互联网的快速发展，“商业模式”这个词逐渐成为人们耳熟能详的商业术语，也日益成为学术界和企业界关注和讨论的热点，在市场竞争的实践中也逐渐凸显出其重要性。母婴行业是21世纪的朝阳行业，当今母婴市场急剧膨胀，在市场环境瞬息万变，竞争日益激烈，消费者需求也随着不断地变化的背景下，企业的持续发展迎来了极大的挑战，研究企业的商业模式并对其商业模式做出客观的评价有助于企业发现现有商业模式的不足并及时做出商业模式创新。本文从商业模式概念的起因和背景入手，通过研究国内外研究成果，总结了商业模式的定义、商业模式的构成要素和分类以及商业模式的核心原则，说明了商业模式的重要性和意义，结合Morris，Schindehutte等提出的商业模式的七个评价指标：独特性、潜在盈利性、内部匹配性、可模仿性、稳定性、外部匹配性和持续性，设计出母婴终端企业商业模式评价指标。然后对母婴用品终端的典型企业——红孩子商城的商业模式进行了分析，并运用层次分析法和综合模糊评价法对其商业模式进行评价。最后针对分析和评价的结果，提出红孩子商城的商业模式的改进建议。本文的创新点在于：（1）在分析商业模式内涵的基础上，构建了母婴用品终端企业商业模式的分析框架；（2）总结了母婴用品终端企业商业模式的评价指标。

Since the beginning of the 21st Century, “business model” has become such a buzz business word that attracts the attention of academic and business worlds. It has also become more and more important in the practice of competition for market shares. Maternal and infant industry has become a sunrise industry in the 21st Century. And maternal and infant business market is constantly changing and growing to meet the new demands of customers. Under such circumstances, competitions are becoming increasingly intense and enterprises in the field are facing great challenges in how to achieve sustainable development. Therefore, to study on the business models of enterprises for objective analysis will help enterprises find deficiencies out of their existing models and then make corresponding innovations. This thesis starts with the origin and background of the definition of business model, and ends up with the conclusion of definition, constitution and categorization of business model as well as its core principle, importance and significance. In combination with the seven performance indicators put forward by Morris，Schindehutte, et al., namely, uniqueness, profit potential, internal consistency, imitability, robustness, adaptability and sustainability, the performance indicators for the evaluation of business models of terminal maternal and infant enterprises are designed in this thesis, followed by the evaluation conducted in line with the methods of hierarchy analysis and fuzzy comprehensive evaluation on the business model of target enterprise Redbaby. Based on the results of analysis and evaluation, the author puts forwards suggestions on the improvement of Redbaby’s business model. The innovations in this thesis include: (1) On the basis of analyzing business models, the author has built up an analysis framework for the business model of a terminal maternal and infant enterprise; (2) summarized the performance indicators for the business models of terminal maternal and infant enterprises.