The Realization Mechanism Of Business Model Innovation Under The Service-Dominant Logic

Today’s industrial environment has the characteristics of complexity and dynamics.Only through innovative business methods and building new business models can enterprises achieve sustainable competitive advantage.By building a business model,enterprises can gain core competitiveness.At the same time,many outstanding enterprises are actively developing various product-related service businesses,gradually infiltrating and transforming from manufacturing products to the service industry,and eventually becoming providers of services and complete solutions.Services have become a new profit growth point for enterprises.For example,Haier proposes to become a world-leading,service-led provider of solutions for better home life,and Kingdee is transforming from a company that only sells software products to a service-oriented company.This service-led logic is becoming more and more important to enterprises.Then,how does the service-dominant logic,which is different from the commodity-dominant logic,affect the innovation of the business model of enterprises?Existing researches are relatively lacking in the exploration of such issues.Based on the urgency of reality and the insufficiency of existing research,this paper is based on the existing literature.On the basis of,through the single case study method,focusing on the business model innovation process of Liepin,the mechanism model of business model innovation under the service-dominant logic is proposed from the theoretical level.This paper draws the following conclusions by selecting typical cases and using the method of single case study:First,in the process of enterprise growth,service-dominant logic plays an important role in the process of enterprise business model innovation,and at the same time,the service-dominant logic of enterprises is not static.It is constantly evolving under the influence of the branding effect,from the initial support service-dominant logic to the cooperative service-dominant logic,and finally forming the symbiotic service-dominant logic;secondly,in the process of service-dominant logic affecting business model innovation,there is a dynamic coupling relationship between resource integration and participation and interaction.The interaction between the two can solve the main tension that enterprises are facing at the moment.The first stage of resource integration and main decoupling interaction solves the role tension faced by enterprises.The second stage of resource optimization integration and subject embedding interaction solves the cognitive tension faced by enterprises,and the third stage of resource arrangement integration and subject dual interaction solves the relationship tension faced by enterprises.Finally,with the evolution of service-dominant logic,resource integration,and participation and interaction methods,the final business model of the enterprise has also undergone corresponding changes,that is,from the novelty in the first stage to the efficiency in the second stage,and finally forms an ecological model.business model.This paper makes the following contributions from the aspect of theoretical innovation:First,this paper takes the Internet recruiting company Lipin as the research object,adopts the exploratory single case study method,and constructs a process model of business model innovation,which not only explores the driving factors of business model innovation At the same time,it is found that there is a co-evolution mechanism between the service-dominant logic and enterprise business model innovation;Secondly,this paper finds that there is a close relationship between enterprises and other participants,as well as between interaction behavior and resource integration,and identifies a dynamic coupling relationship between resource integration and participation interaction mechanism.There is a close connection between integrations,and it is identified that there is a dynamic coupling relationship between resource integration and participation and interaction mechanisms.The influence of business model innovation,the service-dominant logic generated from marketing is applied to the research of business model innovation,and the application scope of service-dominant logic is extended.In addition,the research conclusions of this paper can provide certain enlightenment for enterprises to adopt service-dominant logic to innovate business models:First,enterprises need to get rid of the shackles of commodity-dominant logic generated in the era of industrial revolution,change their own dominant logic,and accept service-dominant logic in The unique role played in the process of value creation,so as to recognize the roles played by the main body of the enterprise and other participants in the process of value creation;secondly,in the process of business model innovation,enterprises must take into account the two behaviors of resource integration and participant interaction The two are indispensable;finally,a good dynamic match between cognition-behavior-result is formed.At different stages of development,enterprises need to deepen their own service-leading logic and improve their cognition according to changes in the internal and external environment,so as to adopt appropriate and available resource integration and participation and interaction methods,in order to establish a novel or efficient type,or An ecological business model lays a good foundation.