A Study On The Change Of Public Creativity Model And Enterprise Growth Strategy

With the advent of the era of Internet Plus, it not only promotes the integration of the internet with various industries, but also connects each tiny individual. In the mean time, the continuous boost and implementation of “crowd entrepreneurship and innovation” policy by the State Council ignite the passion for innovation and entrepreneurship among mass grassroots, and the construction of Crowd Innovation Space brings great convenience for the public. Affected by these influences, the market environment of enterprises has changed a lot. The development of enterprise is no longer rely solely on the inner organization strength, but more on the power of external groups to achieve further development. Especially for those traditional enterprises which are in transition period, in order to achieve a new round of growth stage, they must change their growth strategy timely.Based on these backgrounds, this paper aims to construct the crowd innovation model through research on the rise on crowd innovation space, analyze strategic choices of different growth stage, to explore and research the changes of enterprise growth strategy brought by the intervention of crowd innovation model. And finally explore the goals and paths of enterprise platform strategy when the intervention of crowd innovation model, in order to provide new development ideas and patterns for enterprise growth strategy in new period.The paper has six chapters, mainly divided in four parts including introduction, theoretical research, main body analysis and related conclusion.The first part is introduction, mainly analyzed some realistic backgrounds including the impact of the Internet Plus era, a sharp change of market environment, a new stage of enterprise growth life cycle, the vigorous promotion of national policy, and the rise of the Crowd Innovation Space caused enterprise management mode transformation, thus put forward the thesis of crowd innovation model and enterprise growth strategy shift.The second part is the theory preparation, including the content of the second chapter. Mainly introduces some basic theories including the long tail theory, synergy theory and platform strategy theory, etc. reviews the open innovation, entrepreneurial process, business incubators, enterprise growth strategy home and abroad, as well as explains the relevant concepts including the crowdsourcing and the crowdfunding, the crowd innovation space and makers, and corporate growth strategy.The third part is the main body analysis. First, based on the rise of the crowd innovation space, put forward the crowd innovation model, and build the crowd innovation system. This paper based on predecessors’ research concludes that crowd innovation model in short is an operation model that individual or organization based on or use crowd innovation space to realize innovation and entrepreneurship, and analyzes the characteristics of the crowd innovation model. From innovation perspective, it has some features including broad participation, based on online and offline platform, reduce the risk and cost of development under traditional innovation model, and effectively promote the democratization process; From the entrepreneurship perspective, it changes the link between entrepreneurship team, makes the entrepreneurship pattern more diversified, entrepreneurial process more facing to consumers as well as the lower the start-up cost. Also classified the crowd innovation model, that is from the different dominator of the innovation and entrepreneurship activities perspective, it can be classified to enterprise(organization) led crowd innovation as well as individual(crowd) led crowd innovation; from the different operation model of the crowd innovation, it can be classified to collaborative work pattern, collective development pattern and independent entrepreneurial pattern. Second, from the angle of enterprise life cycle theory, this paper analyzed the characteristics of enterprises in different growth stages and the corresponding strategic choice, points out that the platform strategy is a good strategic choice since it can not only integrate and optimize resources quickly, but also can decrease the enterprise internal organization levels, facilitate communication, it also points out the limitations of platform strategy is hard to implement to all enterprises. Finally, analyzed the influences of crowd innovation model applied to corporate growth strategy at present stage through using several cases of Haier, Tencent and other enterprises, describes the crowd innovation model intervention at enterprise platform strategy’s primary, intermediate, advanced goals and its implementation path.The fourth part is the study conclusion, including the content of chapter six. It summarized the full paper, pointed out the shortcomings of this research, and proposed further research prospects.