Research On The Generation Mechanism And Acquiring Strategies Of Legitimacy Evaluation In Disruptive Business Model

With the coming of service economy era,competition between companies are no longer about the structure of organization or strategy,it's all about competition on business model.The fast growth of mobile internet makes scenario the precious resource that almost every company pay much attention to.In order to enlarge the market of company and get more profits,companies must innovate their business models or adopt disruptive business model,so that companies can motivate and meet the demand of customers.By finding the new usage of resources or optimize cooperation network,disruptive business model builds a new scenario,in which customers will solve their living or working problems by new means,and companies will benefit from the new scenario.In the scenario revolution which are made by disruptive business model,external stakeholders might think it's not what they need because of the lacking of knowledge or damaging of their interest.And the mismatching between new solution and attitude of customers will lead to the gap of legitimacy,which include cognitive legitimacy,moral legitimacy and pragmatic legitimacy.Business model consists of five parts,which are customer value proposal(CVP),solution of problems,profit pattern,inner cooperation and external cooperation.This thesis adopts the study of organizational legitimacy,and divides the legitimacy of disruptive business model into the legitimacy of five parts.And then the thesis discusses the cause of cognitive legitimacy,moral legitimacy and pragmatic legitimacy of each kind of external shareholders in every parts of business model,so that draws the conclusion of the acquiring strategies of business models,which consist of the choice of environment,plotting of future vision,the enhancement of cooperation in inner and external network,the design of problem solution and profit pattern.At the last of this thesis,Didi are used as the model of disruptive business model to verify the conclusions proposed in former chapters.