The Generation Mechanism Study On New Technology Based Firms’ Customer Value Proposition

NTBFs play an important role with regard to the transfer and innovation of technology.The government has strengthened NTBFs’ dominant position and leading role of innovation and has improved and implemented NTBFs’ generalized policy.Technology innovation must be accompanied by business model innovation in order to release the economic value.Therefore,the government gives the impact of business model innovation on NTBFs full attention.Because customer value proposition is not only the soul of business model innovation,but also the source and starting point.Promoting technology transfer and technology innovation requires NTBFs to generate successful customer value propositions.Therefore,exploring the generation mechanism of NTBFs’CVP is of great theoretical and practical significance for NTBFs to promote technology transfer and technology innovation.This paper first reviewed the NTBFs and CVP relevant theoretical results at home and abroad;Secondly,from the perspective of business model,analyzed the connotation and constituent elements of NTBFs’CVP.The constituent elements of NTBFs’CVP include target customers,offering,pain points and benefits;Thirdly,explored the generated trigger power of the NTBFs’ CVP,then combined with NTBFs’practice,found that NTBFs’CVP generation can be divided into improved CVP generation and innovative CVP generation;Fourthly,based on the theory of service dominated logic,explored these two types of CVP’s generation process,obstacles and strategies;Finally,combined the research achievements of this paper with the practice of company A and company B,in order to verify the feasibility of the theory.This paper focused on the generation mechanism of NTBFs’ CVP,and proposed that NTBFs’CVP generation can be divided into improved CVP generation and innovative CVP generation,and analyzed these two types of CVP’s generation process,obstacles and strategies,which provides important guidance and reference for NTBFs to generate successful CVP.