A Double Case Study Of The Impact Of Business Model Content Innovation On Shaping The Business Ecosystem

In today’s society,with the widespread use of digital technologies,the development of business ecosystems is also in the ascendant.The business ecosystem has the characteristics of integrating heterogeneous resources and multi-subject value and winwin results,so many enterprises have begun to integrate resources to shape the business ecosystem.For platform-based enterprises,they rely on the advantages of advanced Internet technology to broaden geographical boundaries and capability boundaries,connect participants and achieve value matching with each other,so as to build an ecosystem.However,for traditional manufacturing enterprises,they are bound by time and space,easy to fall into the "low-end lock-in",the innovative development of enterprises is therefore limited,shaping the business ecosystem can give manufacturing enterprises more diversified market tentacles and channels,innovation management capabilities,so as to achieve sustainable development.But in existing research,there is less involvement in shaping the business ecosystem of manufacturing companies.Therefore,how manufacturing industry shapes the business ecosystem has become a topic of increasing concern for scholars.Taking the content innovation of business model as the theoretical starting point,this paper selects Jinluo and Jingzhi as typical cases,and studies the shaping mechanism of their business ecosystem according to the construction logic of "motivation-mechanismresult".The research is refined into the following questions:(1)Motivation identification.How the content innovation of the differentiated business model represented by the enterprise plays a driving role in shaping the business ecosystem;(2)the mechanism description.The mechanisms and similarities and differences of enterprises shaping ecosystems driven by different incentives;(3)Characteristic comparison.The ecosystems shaped by different incentives vary in type and performance.To further deepen the study of these issues,this paper deconstructs the business ecosystem into three elements: action,actor,and value proposition.We consulted the relevant literature on business model content innovation,business ecosystem,boundary expansion and organizational learning,went deep into enterprise research,collected a large number of primary and secondary data,constructed the theoretical framework of research,and came to the following conclusions through data coding analysis:(1)This paper divides business model content innovation into cost-oriented and value-oriented.Business model content innovation has a driving effect on the business ecosystem,but there are differences in the starting point,cost-oriented to explore the establishment of ecosystems for the efficient use of resources,value-oriented is to achieve the established goals of enterprises and planning to shape the ecosystem;(2)the traditional manufacturing enterprises with different business model content innovation have both commonalities and differences in the shaping mechanism of the business ecosystem.The commonality is reflected in the fact that they all shape the actions and actors of the ecosystem through the linkage of organizational learning and boundary expansion,and the differences reflect the matching forms between the actors and the matching content between the actions.Cost-oriented business model content innovation enterprises shape the ecosystem matching type is intensive,matching content is resources,through the ability boundary and geographical boundary expansion gradually established the ecosystem value proposition,in accordance with the sequence of "action-actor-value proposition" to complete the shaping process;value-oriented business model content innovation shaped by the business ecosystem for the matching type is loose,matching content for commercial value,through the ability boundary expansion on the basis of the original goal to upgrade the value proposition,according to the " The value propositionactor-action step shapes the ecosystem;(3)there are differences in the characteristics of the business ecosystem.According to the matching type and matching content,this paper divides the business ecosystem into two types: deep complementary type and divergent complementary type,corresponding to value-oriented and cost-oriented business model content innovation,respectively.