The Study Of Business Model Based On The Dual Capacity

What kind of business model adopted by modern enterprises is the key to their survival and development, Technological innovation is most core competitiveness of project technology-based enterprises, enterprises must also have a strong marketing capability with advanced technology. Marketing and technological innovation promote the development of enterprises through their unity of opposites, coordinated development and cycle interact, but it is needed to further study how to promote the development of engineering technology-based enterprises business model of the interaction between the two.This article buildes project technology-based enterprises business model based on the dual capacity of marketing and technological innovation through confirming that marketing and technological innovation are the key factors to affect the development of project technology-based enterprises, and it has be empirical testing through specific case analysis, then the result verifies the validity of the business model in successful development of engineering technology-based enterprises. Finally, research result through the comprehensive theoretical study and practical validation study shows that enterprise layer dual capability promotes the establishment of business model.The results showed that:the engineering technology-based enterprises business model based on the dual capacity of marketing and technological innovation capability is effective. In this business model, the logic of "the weak use road" is used by the marketing of project technology-based enterprises, enterprises can go strong only based on the weak and holding the attitude of study. The strategy of "learner’s attitude is used by enterprises to analysis market demand and competitor dynamic in order to find differences in management strategies which are better than competitors" is used by it. Specific path is:Enterprises lead the direction of technological innovation through analyzing market demand, dynamic competitors and finding differentiated marketing strategy. The logic of "creators move road" is adoption by the technological innovation of enterprises. The strategy of "technological innovation is executed with entrepreneurial mindset, collaboration and creativity within the enterprises are also strengthened, then creating products which are superior to competitors in the market to meet market demand and to promote the marketing through technology" is used, the specific path is: imitation innovation, integrated innovation, self-dependent innovation. Expanding market share and promoting marketing are achieved through technical innovation and value to meet customer needs. Project technology-based enterprises put the marketing on one hand and catch the technological innovation with the other hand at the same time, in short, market guidances technology innovation and technological innovation drives the market, the project technology-based enterprises development are promoted by the coordinated development and cycling interactive of them.The article research combines the theory and case data analysis closely to explain the process of building project technology-based enterprises business model based on dual ability. The results provide systematic viable research findings for the construction of project technology-based enterprises, and they also provide targeted practical support for the enterprises.