Research On The New Path Of Business Model Innovation Based On Grounded Theory

Information technology revolution triggered a trend of business model innovation, third-party payment, platform model, shared economic model, C2 B,O2O and other new models appeared. However, research on business model innovation also exists dilemma that academia lively discussed: Regor Vs Relevance. Business model innovation is studied in the perspective of the elements and integrated elements, in order to construct new business models. Business circles search for new business models by tracking changes in the environment and seizing the market opportunity. How to balance rigor and relevance, then proposed business model innovation paths which can accepted by academia and business circles? This is an important issue business model research field is facing.This article elected three enterprises as case objects according to certain criteria. Then we interviewed the founders of enterprises, and collected abundant firsthand information. Then encoded data using grounded theory methods by Nvivo8 software, and condensed out a new set of concept system, reveals a new business model innovation path. The results show that the logical process of business model innovation is similar to digging the Panama Canal, followed:(1) find business opportunities,(2) find out the obstacles,(3) break down the barriers,(4) build value network,(5) create value,(6) design profit model. This innovation path comes from practice of entrepreneurs, with strong operability, breaking the thinking mode of existing "combined innovative", which is useful to the business model innovation theory and practice.