Research On The Influence Of Social Embedding On Enterprise Business Model Innovation Under The BOP Strategic Orientation

The consumer market is showing a diversified and personalized situation under the escalation of consumer demand,and the market competition activities are also intensifying.In order to occupy a certain market position and gain market share in the fierce market competition,enterprises have to self-innovate as the market evolves for self-protection.Innovating from the level of products and technology simply can no longer meet the needs of the consumer market.Only deeper changes can adapt to market trends.Therefore,innovation in business models has gradually entered people's vision.Bottom of Pyramid strategy(hereinafter referred to as BOP strategy)is proposed in the process of business model innovation.Some studies believe that only innovation from the business model of the enterprise can make the enterprise develop inexhaustible momentum,and the business potential contained in the BOP group needs to be awaited Enterprises vigorously develop and explore.This discovery has great value and significance,which has not only aroused widespread concern in the management academia and the business community,but also attracted the attention of the country.Unlike traditional management studies that focus on the tension between enterprises and society,the business model under the BOP strategy is more focused on exploring the symbiotic,win-win and interdependent relationship between enterprises and society.This enterprise development model emphasizes that when seeking its own development opportunities,it will include low-income people or other types of vulnerable groups into the enterprise value chain to promote inclusive growth and also give enterprises more room for development.The study selected typical BOP strategically oriented enterprises in poor areas as a case,using business model canvas model analysis tools and single case research methods,analysing comprehensively from the following nine aspects:target customers,value proposition,sales channels,customer relationships,revenue sources,core resources,key businesses,relationships of the network and cost structure,carding and summaring current business model,constituent elements,characteristics and shortcomings of the case enterprise.On this basis,the theoretical model of business model innovation under the BOP strategic orientation is proposed.On the basis of putting forward the research concept and model for the case study analysis,the model is empirically tested.This paper first sorts out the connotation of BOP strategy,business model and business model innovation,and then through the reading of relevant literature and the collection of data,constructs the influence mechanism model of enterprise business model innovation under the BOP strategy and proposes relevant assumptions.Subsequently,on the basis of existing mature scales,the items of the questionnaire were designed and determined through discussion with experts.Questionnaires were distributed in the following two ways:online and offline,and a total of 258 valid questionnaires were collected.Amos22.0 software has been used to process the data and perform confirmatory factor analysis to verify the validity and scientificity of the underlying construct.The measurement items of influencing factors of enterprise business model innovation under the BOP strategic orientation,the measurement items of intermediary variables,and the measurement questions of the enterprise business model innovation under the BOP strategic orientation are finally determined.The correctness of the model is tested on the basis of correlation analysis,intermediary effect testing and other processes.The study found that social embedding has two effects on the business model innovation of companies implementing BOP strategies through relationship embedding and structural embedding.There are two paths of action: one is that social embedding directly affects business model innovation and promotes it;another is the intermediary role of social embedding through key resource acquisition that indirectly affects business model innovation.Therefore,under the strategic direction of BOP,the size,density and centrality of the network embedded in the enterprise have a very important influence on the innovation behavior and activities of the business model of the enterprise.At the same time,enterprises gain the understanding and recognition of the outside world through their activities on the network,which is conducive to obtaining the key resources needed for innovative activities related to the development of the enterprise.The study also found that social embedding and BOP strategy are mutually reinforcing,and the degree of social embedding is positively related to the effectiveness of BOP strategy implementation.The relationship embedding and structural embedding in social embedding provide a certain degree of convenience for the implementation of the enterprise BOP strategy,which effectively improves the implementation of the BOP strategy,stabilizes and strengthens the position of the enterprise in the relationship network,and improves the social embedding degree.The research results further enrich the research of embedding theory and provide a realistic reference for the innovation of business models of enterprises.