Research On Business Model Innovation In The Era Of Big Data Based On Grounded Theory

Benefit from the development of Internet technology,the amount of data increase quickly,thus economic enters into the era of big data.The changing of the business environment,consumer behavior,data processing technology and so on caused by big data will inevitably lead to business model innovation.Now both the business community and the academic community study research on using big data to carry out business model innovation.This paper focuses on how enterprises can innovate in business models with big data to create value.This paper adopts Grounded Theory to study Alibaba Group's 165 documnets,about 357340 words,and draws out 71 concepts,then summarizes them into14 categories: external environment,business philosophy,development strategy,market strategy,core resources,partners relationship,value network,product and service,value creation,value proposition,customer contact method,value income,value cost and big data application.Through the analysis of the relationship between the categories,the business model innovative model in the era of big data is built.This study reveals that the development and application of big data have an impact on the innovation model,including the value proposition,the efficiency of the value network and the reduction of transaction costs.Based on this,combined with the value chain and value network theory,consumer behavior theory,transaction cost theory,this paper puts forward the innovative way of enterprise business model in big data era.Firstly,take the big data as a strategic resource of enterprises to form data-driven business operations and decision-making;Secondly,use big data to the re-position value proposition and solve the unmet consumer demand,increasing customer value;Thirdly,apply big data to the value creation of the enterprise,converting it into productive forces;Lastly,use big data to open up sales channels and achieve accurate marketing and integrated marketing,improving customer contact methods to finish value realization.