| With people’s enthusiasm of setting up business increasing, the issue of setting up business has gradually become the focus for scholars at home and abroad. Although many entrepreneurs could recognize good opportunity of setting up business, few of them succeed. It may due to their failure to design a reasonable business model. Compared with mature enterprises, the pioneering enterprises face the limitation of source, capacity and so on. If ignored the characteristics of pioneering enterprises, the pioneering enterprises are difficult to survive in the fierce competition in the market. Reading the existing relevant references, you will find that there are only few scholars study the pioneering enterprises business model innovation from the perspective of constructivism. Constructivisms think that social reality is formed in the process of interaction, rather than in the form of objective existence. Actaully, the business model of the pioneering enterprises is innovated continuously under the efffect of social interaction. From the perspective of constructivism, research of pioneering enterprises business model innovation is fit for its own characteristics. Based on this consideration, the article will study the pioneering enterprises business model innovation from the perspective of constructivism.The main research content of the article are:firstly, overviewing the busniess model theory, identifying the deficiencies of existing research, and confirming the study topic of the article on this basis. Secondly, under the support of the theory, embedding constructivism into the pioneering enterprise business model innovation, realizing the interaction of pioneering enterprise and customer, getting the interest demand. According to the preference of the customers, making a second design of the value proposition and the way of value tansferring, achieving pioneering enterprises’ business model innovation, putting forward research hypothesis, revealing the internal mechanism of business model innovation, construccting constructivism prospective pioneering enterprises business model innovation model; in addition, using the case study method for empirical research. Due to the the characteristics of complexity and uncertainty of the pioneering enterprise business model, the researchers are difficult to control it. The case study method is used to make comparatively detailed description of the selected case and explore internal mechanism, to form a relatively comprehensive and systematic understanding. The article includes three companies into the design and chooses them as the object of the stuy case. By adopting the combination of first-hand data and secondary data collection method, decomposing the collected data, the article aims to extract the valid information,and verify the hypothesis. Finally, by summarizing the full article, the author will put forward the research conclusions, the shortage of the research and future prospects.The article mainly discusses the pioneering enterprises business model innovation from two perspectives of value proposition and the way of value tansferring. Firstly, by interaction of the pioneering enterprise and customers, the enterprises can define target customers, explore their interest demand, and then to realize the improving of self- brand value and integration of company source, to design the matched product and service from the view of the market demand and customers demand. Secondly, about the way through which the start-ups pass the produced value to customers, this requires the start-ups to pass the product value to the customers during interaction with customers and get the feedback of the customer at the end of the transaction, in order to realize the re-innovation of business model. Through the study of pioneering enterprises business model innovation from the perspective of constructivism, this article is to build a new pioneering enterprises business model, and seeks to provide guidance to start-ups. |
