The Key Activities element includes the most important things a company must do to make its business model work.
In order to be successful, a company must carry out key actions that are primarily dictated by its business model.

When planning the key activities, it is necessary to know answers to the following questions:

1. What kinds of activities are crucial to our business?
2. What kinds of activities are crucial to our distribution channels?
3. What kinds of activities are important if we want to maintain our customer_relationships?
4. What kinds of activities are fundamental for our revenue streams?
   Some typical key activities that are commonly practiced by most organizations are listed below:

• Research \& Development,
• Production,
• Marketing, and
• $\quad$ Sales \& Customer Services.

关键活动要素包括公司为使其商业模式行之有效而必须做的最重要的事情。
为了取得成功，公司必须开展主要由其商业模式决定的关键行动。

在规划关键活动时，有必要了解以下问题的答案：

1. 哪些活动对我们的业务至关重要？
2. 哪些活动对我们的分销渠道至关重要？
3. 如果我们要维护客户关系，哪些活动是重要的？
4. 哪些活动对我们的收入流至关重要？
   下面列出了大多数组织通常开展的一些典型的关键活动：

• 研究与开发、
• 生产
• 市场营销
• 销售和客户服务。

Cost structure covers all expenses, which are important in the company activity.
Having in mind the financial aspect, we should answer the following questions:

1. What are the main costs that are generated in our company?
2. Which key resources are the most expensive?
3. Which key actions require a major financial investment?
   In several business models, it is particularly important to maintain low costs. Therefore, it is worth distinguishing between the two categories of structure:

• The structure focused on costs – The maintenance of a low-cost structure needs reducing costs whenever it is possible. It can be ensured by lowering the costs of value proposition, and introducing maximum automation in production and outsourcing.
• Structure focused on value – Some companies pay more attention to the quality of the products.
  The cost structure may concern the following:

成本结构包括公司活动中的所有重要开支。
考虑到财务问题，我们应该回答以下问题：

1. 我们公司产生的主要成本是什么？
2. 哪些关键资源最昂贵？
3. 哪些关键行动需要大量资金投入？
   在一些商业模式中，保持低成本尤为重要。因此，值得区分两类结构：

• 以成本为中心的结构 – 要保持低成本结构，就必须尽可能降低成本。可以通过降低价值主张的成本、在生产和外包过程中引入最大程度的自动化来确保这一点。
• 注重价值的结构 – 有些公司更注重产品质量。
  成本结构可能涉及以下方面

the residuals $r_t=X_t-\hat{m}_t-\hat{S}_t$. Does it look like a white noise sequence? If not, can you make any suggestions?

• Fixed cost – These are the costs that the company bears even in the period in which the production is at zero level. These costs are incurred every month on operating activities, such as media, accounting, etc. Fixed costs are major cost components for many businesses, especially service providers, including restaurants, cinemas, theatres, and hotels.
• Variable costs – These change in proportion to the quantity of goods produced or services provided. For this type of costs, it is possible to include costs associated with renting variable factors of production, for example, work, or raw materials. For example, companies have signed contracts with employees and suppliers of raw materials, and they may use quite a lot of flexibility through work in a timeless or part-time, employment of seasonal workers or the purchase of raw materials in the market.

• 固定成本 – 这些是公司在生产处于零水平期间也要承担的成本。这些成本每月都会在媒体、会计等运营活动中产生。固定成本是许多企业的主要成本构成，尤其是服务提供商，包括餐馆、电影院、剧院和酒店。
• 可变成本 – 这些成本的变化与生产的商品或提供的服务数量成正比。对于这类成本，可以包括与租赁可变生产要素（如工作或原材料）相关的成本。例如，公司与雇员和原材料供应商签订合同，可以通过定时工作或非全时工作、雇用季节性工人或在市场上购买原材料等方式使用相当大的灵活性。

The methods that can be used are the following (Osterwalder \& Pigneur (2010):
A. Asset sale
This kind of sale refers to the transfer of ownership rights of a physical product from the seller to the buyer.
B. Usage fee
This kind of fee is usually charged by service providers to customers for the use of the service. A doctor may charge the patient according to the number and nature of treatments the patient undergoes while under his care.
C. Subscription fees
When a user requires long-term or continuous access to the products of a company, they pay a subscription fee. For example, a gym may sell a yearly membership subscription to its customer.
D. Lending/renting/leasing
Some organizations provide their customers with exclusive rights to their product for a limited amount of time for a set fee. Upon the end of this period, the organization regains ownership of the product. The company enjoys recurring revenue from the customer for the mentioned period, while the customer has exclusive access to the product for the time he/ she require it without having to make a hefty investment.
E. Licensing
Licensing is generally used when we are talking about products, services, or ideas that fall under the parameter of intellectual property. It is common in the technology industry for patent holders to license the use of patents to other companies and to charge a licensing fee for it.

A. 资产销售
这种销售是指将实物产品的所有权从卖方转移给买方。
B. 使用费
这种费用通常是服务提供商向客户收取的服务使用费。医生可根据病人接受治疗的次数和性质向病人收费。
C. 订购费
当用户需要长期或持续使用某公司的产品时，他们需要支付订购费。例如，一家健身房可能会向其客户出售一年的会员订阅费。
D. 出借/出租/租赁
一些机构向客户提供在有限时间内使用其产品的专有权，并收取一定费用。期限结束后，该组织重新获得产品所有权。公司可在上述期间从客户那里获得经常性收入，而客户则可在其需要的时间内独家使用产品，而无需进行巨额投资。
E. 许可证
当我们谈论属于知识产权范畴的产品、服务或创意时，通常会用到许可。在技术行业，专利持有者向其他公司许可使用专利并收取许可费的做法很常见。