Business Model Research And Its Application In Business System Design

The development of digital technology and Internet has exacerbated the information revolution. The Network economy is changing the traditional business models, which subverted the competitiveness of traditional enterprises. The crisis is more prominent especially in the operation of traditional communication network Operators. The transition of network operators has been a general trend, and it requires an effective business model to support. But there are many problems in the existing Internet business model, which can’t provide a prototype for network operators. In fact, the influence of network economic is not only in the information industry, but also penetrated into all aspects of the national economy. Face of the rapidly changing of technology and circumstance, on the one hand, companies need to explore and develop the business model for their own development, to match the changes in the market and enhance their competitiveness. On the other hand, they also need infiltrate the competitive advantage which brought in business model to their Business processes level to provide support for the core competitiveness obtaining,, which involves two levels of theoretical requirements and practical needs of the business model.However, the research results of the business model are abundant, but so far it hasn’t been unified defined and formed a generally accepted theoretical system., all of the existing research results stayed in theoretical research and the practical application research results is seldom. At the same time, Analysis and reflection on Enterprise Information Systems present situation, found that an important reason for information system can’t support and match the enterprise actual operating conditions is that the traditional system design methodology doesn’t take the system’s operational characteristics and business characteristics into account. It didn’t consider the adaptability and the effectiveness of the system from an organizational level. However, this problem also needs the reasonable business model as a guide.Therefore, this dissertation takes the two issues consider together, studied the essence of the business model, core-logic and theoretical system on the basis of existing research results, which takes the business model study as the main line, and guides the design and description of the specific business though the general definition of the business model (Essence and core logic).The business model is designed to guide the system design of the service platform and proposed the corresponding system design methodology, which enhance the effectiveness and completeness of the platform system design, and the systems success rate of commercial deployment.Firstly, the dissertation studied the essence of the business model. The essence of the business model derived from the essence of the firm. Though the combing and research of the firm essence, it clarified the essence of the business model (which reflects the stable relationship and state of the business transactions characteristics) and the core logic (value discovery, value creation and value realization). It also discriminates the concept of the existing business model.Secondly, the study found that, in the network economy, the core logic of the business model may be separation (there no longer is a high degree of consistency between value creation and value realization), which phenomenon contrary to the trade principles of" Pricing by Quality " in market economy. Through the analysis of this separation’s impact to the value system, it found that the separation of the core logic leads to the value system of profit margins is the rapid compression, and the separation of business or market capacity has typical Bullwhip Effect, with the increasing of the degree of separation, the output shows the dramatic fluctuations.Then, the dissertation reconstructed the theoretical system of the business model, with using the Classical Grounded Theory on the basis of existed research results. It proposed the definition of the business model through the value activity logic and resources logic of theoretical coding. And it takes the definition into compare with other research results.Grounded Theory is essentially an incomplete inductive method, which cannot verify the "practical effectiveness" for the established theory. This dissertation carried out empirical research by the deductive case study method on the theory, which established by grounded theory, and designed the research methodology. From50cases, it found that case the decoder does not overflow the Classical Grounded Theory study results, with the relative universality and effectiveness. This case study methodology is a complement of empirical and deductive method to Grounded Theory.Then, this dissertation gave a further research to the core areas value proposition. It found it is a microcosm of the core logic of the business model. The value proposition connotation in the two perspectives of the value chain and value network changed. The former emphasis on competition, the latter emphasis on cooperation, which can obtain the relationship rent.In addition, it analyzed the shortage and limit of the business model innovation, based on the deficiencies and limitations of the idea of the value chain. It proposed the analysis method of business model based on transaction concept. With the guide of value proposition, it discussed the innovation of business model among transaction details, transaction structure, and transaction way and transaction objects.In the end, according to the research of the business model, combined with the background of the integration of information industry, it built the concept of business model Information Supermarket (iMart), which combined the current situation that Internet, digital content providers, lack of sustained and healthy development mechanism and their technical defects, and network operators to their own advantages as well as advanced technical support, and apply the concept mapping-minimum coverage of abstract of its four critical success factors. The critical success factors of iMart business model were embed in the system design, and proposed a unique business model for the system logic function of the outline design methodology, and summarized the problem of take it to combine with technology. The completeness of critical success factors of iMart improves the success rate of completeness and effectiveness of system and Commercial deployment. This system design idea provides a method for the application of business model theory.