Research On Business Model And Legitimacy Acquisition Of Sharing Economy Enterprises

The sharing economy is a new type of economic form and resource allocation method that integrates and shares a large number of idle resources based on information technology such as the Internet,which is mainly reflected in the temporary transfer of use rights and the transfer of residual ownership.In recent years,China has become the main front for the innovation and development of the global sharing economy,due to sharing economy has developed rapidly.According to the "Annual Report on the Development of China's Sharing Economy 2020":In 2019,the transaction scale of China's sharing economy market was 3282.8 billion yuan,the number of participants in the sharing economy was about 800 million,and the number of participants in the provision of services was about 78 million.The trend of "sharing economy+”is becoming more and more obvious.However,affected by the COVID-19 epidemic at the beginning of this year,the domestic economy suffered a short downturn with slow growth.People's consumption patterns also changed greatly,and coordinated consumption developed further.As a new form of business,new technology and new business model,the sharing economy can effectively optimize the utilization of idle resources,activate the consumer market and boost employment,and play a certain role in promoting the development of the new economy after the epidemic becomes normal.It is worth mentioning that in July,the National Development and Reform Commission and other 13 departments jointly issued the "Opinions on Supporting the Healthy Development of New Business Forms and New Models to Activate the Consumer Market to Drive Employment Expansion" and once again emphasized the importance of developing the sharing economy."Foster and develop new forms of business in the sharing economy" and put forward a series of development suggestions such as "encouraging intelligent product upgrading and business model innovation ".However,there are also many problems in the field of sharing economy,such as difficulty to protect the rights and interests of users;the contradiction between localized management and networked operation has become more prominent,and the irrationality of the capital market has caused great ups and downs in the industry,etc.,especially the emergence of some vicious events with significant impact.A flight attendant passenger of Didi Chuxing was killed while traveling by car.OfO's difficulty in refunding deposits,etc.,which make the public believe that the sharing economy is a "short-lived" negative public opinion.It directly affects the public and the market's confidence and trust in the development of the sharing economy,causing certain social harm and adverse effects.The government and relevant departments have to put the regulation of the healthy development of the sharing economy in the first place.It can be seen that how my country's sharing economy companies grow rapidly in a short time and quickly become accepted by the public is a very important but understudied issue.Discussing the importance of the sharing economy is inseparable from the attention to its business model.The current research on business models and their classification focuses more on the perspective of value creation,and the sharing economy is no exception.Based on this,three main research questions of this research are put forward:First,the basic characteristics of the sharing economy business model and the value creation service level based on the perspective of value originality and co-creation theory,explaining the differences with traditional business models;Second,the classification and convergence path of the sharing economy business model;third,To construct a mechanism for obtaining the legitimacy of the sharing economy business model in the Context of China.In view of the above research questions,the specific content arrangement,research design and main conclusions of the article are as follows:First of all,in order to complete the research question one,this paper summarized the basic characteristics of the sharing economy business model and the meaning of Value independent creation,selected platform-type enterprise Airbnb and community-type Xianyu as case studies.This study builds a mechanism of user independent value creation under the sharing economy through grounded theory.Meanwhile,the paper discussed these two topics in depth," The differences of value creation service levels between traditional and Sharing economy" and"Consumer Community,Community Economy and Sharing Economy"Then,the study found that:User Independent Value Creation influenced by environmental factors,while emphasizing the regulating role of the consumer community.Compared with traditional economy,sharing economy has three service levels:"Enterprise to User","P-user to D-user" and“Service provider to D-user".The study has enhanced the explanation of sharing economy and has some practical implications for sharing economy enterprises.This conclusion triggered the thinking of how sharing economy companies should respond to different institutional environments to enhance their legitimacy status,and different sharing economy models have different thinking about value creation.Secondly,in order to complete the second research question,the fourth chapter systematically sorts out the literature related to sharing economy business model and its dimensions,using the fsQCA method to analyze selected global sharing economy companies,four types of sharing economy business model are obtained,which to a certain extent improve the sharing economic business model theoretical framework.In addition,the study summarizes the convergence path of the future development of the sharing economy so that enterprises can timely adjust their strategies.Finally,in order to complete research question three,this research adopts a multi-case study method,choosing Didi Chuxing,Hello Chuxing and Xianyu as the research objects,and establishes of a mechanism for obtaining the legitimacy of the sharing economy business model.This study compares the legalization strategies of different business model types,thereby constructing a dynamic development path for the legalization of different sharing economy business model types.The study found that:the type of sharing economy business model has a certain regulatory effect on the legalized acquisition of sharing economy enterprises,reflecting the influence of internal institutional context factors on legalized acquisition."Collaborative governance","technology empowerment"and "model diversification" are not only the convergence path for the development of sharing economy enterprises,but also the three important legalization strategies for the sharing economy business model to gain legitimacy.The possible theoretical contributions of this research include the following three points:First,using value co-creation and independent creation theories to discuss "The differences of value creation service levels between traditional and Sharing economy",which from User perspective to enrich the existing sharing economy research;second,using the fsQCA method to categorize the sharing economy business model and summarize the convergence path,which further exploring the basic issues of sharing economy business models,enrich the theory of enterprise organization.Third,construct a dynamic mechanism for obtaining the legitimacy of the sharing economy business model,and emphasize the moderating role of different business model types in legalized acquisition,which have enriched the application of legitimacy in the field of business models.Management and policy Suggestions:First,enterprises should attach importance to the creation of user value,encourage users to participate in collaborative governance,and actively build consumer communities so as to enhance the innovation ability of enterprise;Second,companies should integrate the "Chinese context" with "dynamic" capabilities to enhance their legal status;third,the government should adhere to an "inclusive and prudent" attitude,encourage the diversified development of sharing economy models,and build a comprehensive sharing economy policy system and the market access mechanism;the fourth is to advocate the construction of a multi-agent collaborative governance system,to share,jointly govern,jointly build and share the path of intelligent economic governance.In addition,in order to further highlight the practicality and timeliness of the conclusion,this study applies it to the legalization challenges brought by the outbreak and the strategic adjustment of the future normalization of the epidemic.Although this study fully answers the research questions raised,there are still some questions worth further study.In the future,a variety of research methods can be adopted,focusing on the combination of qualitative and quantitative methods to enhance the reliability and validity of the research.In terms of research content,we can further explore different types of business models and new areas of the sharing economy,such as Shared employees and Shared manufacturing models that emerged during the coVID-19 epidemic;Pay attention to the institutional environment and the legitimacy acquisition of sharing economy;It can also explore the collaborative governance mechanism of the sharing economy and related policy research;From the perspective of research,future research may consider further exploration of the sharing economy from the perspectives of dynamic capacity and resource arrangement,or research on relevant organizations,such as the formation mechanism of community organizations.It is worth mentioning that the paper is a phased achievement of the National Natural Science Foundation of China.