Research On The Value Development And Realizing Paths Of BOP Market

The Bottom/Base of the Pyramid refers to in the global economy at the Bottom of thePyramid of low-income groups. Strategy of "BOP" theory that accounts for two-thirds of theworld’s population of low-income groups, contains a huge opportunity, enterprise through thetarget market of the group were discussed and the development, at the same time avoid theexternality of ecological and social problems, not only can find new growth opportunities, butalso can improve the quality of life in the community to create the double value of economyand society, so as to realize enterprise and society sustainable development. Existing relatedresearch shows that, due to the BOP market are different from the high income group of itsown uniqueness and the complexity of the social environment, enterprise development for theBOP market will face new market challenges. The BOP market values for the largest miningcompanies, therefore, need to take new market development path.This article will enterprise how to develop the BOP market as trying to solve the problemof reality, based on the previous research literature, to determine the use of grounded theorymethod of case analysis, establish enterprise value for the BOP market development andimplementation of train of thought for studying the path.In this paper, the research content mainly in four parts:The first part is literature review. First of all, the strategy of "BOP", combing withrelevant theory, accurately defined for the BOP group, and on the basis of summing up theBOP groups market participants features and external environment of BOP groups; Second,the innovation of enterprises at home and abroad for BOP groups and evaluation on therelated research literature, to find out the gap in existing research, and to determine therealistic and scientific problems to be solved; Finally, analyses the research method ofgrounded theory and finishing, for the following specific research provide solid theoreticalsupport.The second part is the key problem and research design. On the one hand, on the basis ofliterature review, the development and implementation of the BOP market value of firms wereanalyzed, and the path to the key problems to determine in this paper, we study the specificproblems;, on the other hand, on the basis of the key questions in study design, determine thesample enterprises, and to the sample enterprise survey and data collection methods and abrief introduction to the collection process, laying the groundwork for the following empiricalstudy.The third part is the BOP market development and implementation path to build value. First, strictly comply with the main steps of the procedural grounded theory research method:open coding, axial coding and selective decoding the collected data were analyzed, and in turninduces the BOP market value of the path of development and implementation of keydimensions; Second, according to the result of decoding inductive BOP market value of therelationship between the development and implementation of the path the key dimensions,build enterprise development the path of the BOP market mechanism; Finally, the papersummarizes the result of the decoding, BOP market for the following successful enterprisesare put forward development countermeasures.The fourth part is the enterprise development countermeasures and Suggestions of theBOP market. An empirical analysis on the basis of the above results, combining with relevantenterprises at home and abroad for BOP group innovation related research results, and aims atour country enterprise development the present situation of the BOP market, from theperspectives of enterprises and government two successful enterprises are put forwarddevelopment countermeasures and Suggestions of the BOP market, so as to provide referenceand guidance for enterprise development of BOP market.