The Research On The Customer Value Proposition In The Business Model Innovation

In recent years, due to business model innovation plays a decisive role in entrepreneurial enterprises growing and mature enterprises strategic transforming, has got the extensive concern in the industry and academic circle. Scholars generally believe that business model innovation can let enterprises more distinctive and create strategic competitive advantage. Especially, with the sharp changes in the market and the rapid development of new technology, traditional enterprises urgent need realize the transformation and · upgrading through business model innovation than ever more. Although academia has not reached a consensus on the concept of business model and business model innovation, but all agree that "how to create value for customers and enterprise itself" is the core concept of business model innovation, and the basic elements that make up the business model, the which of the consensus is "customer value proposition". Customer value proposition is the most important organizational principle in enterprises. The distinctive, unique, and clear customer value proposition is the foundation and the source of business model innovation, leading all aspects of business model innovation. At present, scholars’ research mainly focus on the value creation, value delivery and value capture of the business model innovation, the study of whose origin-customer value proposition is less. At the same time, the existing research also ignores the affect of customer value proposition to the traditional enterprises.On this background, the research applies our country’s traditional enterprises as the research objects, and based on the detailed review of existing literature, adopts case study, grounded theory and the statistical test method to carry out. This paper starts from the "exception phenomenon", which traditional business model innovation enterprises finding unique customer value proposition’s, and develops the three stages of work surrounding the core concept of "the customer value proposition in business model innovation":(1) the conceptualization of the customer value proposition in business model innovation and operationalization measurement of the corresponding components; (2) the influencing factors research of the customer value proposition in business model innovation; (3) the effectiveness research of the customer value proposition in business model innovation.First of all, this study, through the exploratory case study and the systematic reviewing of the literatures on the business model innovation and the customer value proposition, combining with the qualitative interviews of the senior managers of the enterprise, defines the customer value proposition in business model innovation is a multi-dimensional concept, consisting of disruptive, resonance, multilateral and speciality. Then, the author, from obtaining sample datas of the enterprises’top managers, uses the quantitative empirical research methods to develop the measurement scale of the customer value proposition in business model innovation with good reliability and validity.Next, this study, through the exploratory case study, the verification case study and the literature comparison, identifies the innovation culture, the top managers’promoting and the drive market orientation are the three key antecedents of the customer value proposition in business model innovation and examines the relationship between them empirically. Research results show that the innovation culture has the largest impact to the customer value proposition in business model innovation, the’effect of the drive market orientation takes second place, and the top managers’promoting, compared with the first two factors, the relationship of which is relatively weak. The research suggests that, if companies want to create the unique customer value proposition during the process of business model innovation, the most important is to have innovative culture. In the cultural environment of innovation, enterprises need to further implement the drive market orientation as the guidance to a series of enterprises’behaviors, at the same time, the behaviors which hope to achieve the positive effects, can not leave the support and the push of the top management teams.Finally, this study, through literature review and qualitative interviews of the enterprises’ senior managers, discusses the relationship between the customer value proposition and the enterprise business model innovation performance, clearly defines the effectiveness of the customer value proposition in business modle innovation, and on the basis, builds the theory model of this research, and then the paper carries on the empirical test to the model. The analysis results show that the customer value proposition in business model innovation gets through the value creation, value delivery and value capture, in turn, affects the enterprise business model innovation performance, and the value delivery’s intermediary effect between the customer value proposition and the innovation performance is the most significantly, the effects of value creation and value capture are the same.The innovation of this study is mainly manifested in the following three aspects. Firstly, this paper defines the concept of the customer value proposition in business model innovation, reveals the nature of the concept, extracts the four constituent elements of the customer value proposition in business model innovation, and developes the measure scale with high reliability and validity, which enriches and deepens the study of the concept of the customer value proposition, and provides a quantitative empirical test on the measuring tool. Secondly, this study finds that the innovation culture, top managers’promoting and drive market orientation are the important antecedents of the customer value proposition in business model innovation, and carries on the empirical test, which partly solves the problems of the excessive, chaos affecting factors in current literatures, and enriches the research results about the influence factors of the customer value proposition. Thirdly, this paper, through quantitative empirical study, finds that the value creation, value delivery and value capture are the intermediate variables between the customer value proposition and the business model innovation performance, certifies a point of view of the four elements of the business model innovation, clarifies the relationship among the four elements, also further confirms the effectiveness of the customer value proposition on innovation performance, and expands the theory of the relationship between the customer value proposition and the innovation performance.This paper has high theoretical significance and practical significance. In theory, the paper extracts the concept and the essential characteristics of the customer value proposition in business model innovation, finding and empirically testing its important antecedents and the relationship with business model innovation performance, which provides a broader perspective and direction to further study the customer value proposition, not only enriches and deepes the epistemology of the field of marketing research on customer value proposition, but also expands the relationship research among the value proposition, value creation, value delivery and value capture of the business model innovation in business model subject. In practice, this paper, from the angle of view of creating unique customer value proposition, helps China ’s traditional enterprises to realize business model innovation in a right way, enlightens the managers to change the focus of marketing decision from how to "competition" into a "win-win", and provides the realistic operation path for enterprises to build the customer value proposition and to successfully realize the business model innovation.