Research On The Evolution Mechanism Of Disruptive Business Model Innovation From The Perspective Of Internet

With the emergence of big data,Internet of things and other Internet technologies,the Internet environment has brought great challenges to traditional enterprises.The dynamic environment has brought increasingly strong market uncertainty,and the survival environment of enterprises is more complex and dynamic.Internet plus,big data,platform strategy and ecosystem have overturned the business model innovation mode of traditional enterprises and changed the original industry competition rules.A large number of late-developing enterprises are difficult to cross over to high-value areas.Subversive business model innovation is an effective strategic tool for latecomers to catch up with incumbents at a disadvantage.Therefore,how to carry out disruptive business model innovation in the new environment to adapt to the development trend and obtain sustainable competitive advantage is of great importance for latecomers to catch up with and overthrow.This paper adopts the single case analysis and grounded theory research method,takes haier group as the case,explores and sorts out the evolution process of the enterprise's business model,and analyzes the evolution mechanism of subversive business model innovation from the perspective of Internet thinking,so as to provide reference for the enterprise's business model innovation.The main contents include:(1)Review and alienate the relevant theoretical research on disruptive innovation,business model and Internet,define relevant concepts,and preliminarily summarize the existing research conclusions and status quo,so as to lay a theoretical foundation for the follow-up research.(2)Based on the grounded theory,the code analysis of selected case enterprise data is carried out according to the program of open coding--axial coding--selective coding,and on this basis,the system framework of subversive business model innovation evolution under the Internet environment is formed.(3)Analyze the coding results,analyze the mechanism of the formed evolutionsystem framework according to the paradigm of evolution cause-evolution carrier and evolution result,and discuss how the main category can promote the enterprise to carry out subversive business model innovation.The results show that under the Internet environment,the enterprise's subversive business model innovation is a changing process,under the influence of driving factors to change the original business model and market competition pattern.The Internet environment provides the driving force of the external environment for enterprises to implement disruptive business model innovation.Enterprises should optimize the design in terms of value proposition,value creation,value transmission and value acquisition by combining the Internet thinking,and implement disruptive business model innovation according to their own resource capacity to obtain value benefits.The research conclusion of this paper theoretically enriches and expands the application scope of disruptive innovation and business model innovation,and also provides a reference for manufacturing enterprises to carry out disruptive business model innovation in the Internet environment.