Research On The Realization Path Of Manufacturing Enterprises Business Model Innovation

The study of business model which has been a hotspot of public concern, begins with the focus on e-commerce model. Although there isn’t a unified understanding of its meaning and elements, scholars agree its essence of emphasis on value creation and value acquisition. Business model innovation as a means of gaining sustainable competitive advantage, has constantly obtained the attention in both theory and practice. Manufacturing is the pillar industry of China’s economic development, and it is significant to ensure that the manufacturing enterprises can success in the fierce market competition. However, existing research more focus on the development of manufacturing enterprises from a narrow perspective of technological innovation, ignores a broad technological innovation, especially business model innovation. So, the research on business model innovation has become a problem to be solved for the theory and practitioners. The key to success of business model innovation is to unify value creation process and value acquisition process. Currently, many scholars study business model innovation from a value chain, value network and system perspective. Different perspectives emphasize the value creation from different focus, while the value acquisition rarely gets an attention, especially the value maintenance. Business model is a comprehensive conceptual tool, its nature of emphasis on value creation and value acquisition leads business model innovation to be practice-oriented. Therefore, this paper regards the unification of value creation process and value acquisition process as a starting point, and clear the problem that how do manufacturing enterprises design their business model innovation realization path, then introduce the value creation architecture perspective. Firstly this paper discusses the innovation and feasibility of value creation architecture perspective through literature review article, then divides four different types of manufacturing enterprises business model innovation realization path by the restructuring value activities and reorganization of relationship. Secondly, the exploratory case study constructs elements of its business model innovation by using the coding method of grounded theory. Finally, cross-case analysis compares four different types of realization path.Research findings show that manufacturing enterprise business model innovation path are required to unify the value creation process and the value acquisition process, and the four types of realization path perform well, the key lies on the match between its realization path and its own resources and capabilities. The product characteristics and the impact of industrial development will affect the selection of manufacturing enterprise’s value activities structure, in addition, transaction management plays an important regulatory role in the manufacturing enterprise business model innovation realization path. Finally, the interactions between technological innovation and business model innovation will affect the development of manufacturing enterprises. Therefore, manufacturing enterprises should not only concern technological innovation and business model innovation, and selecting an appropriate value of activity structure should base on its own resources and capacity and product characteristics and industrial development during the design phase, but also strengthen transaction management to ensure that the unification of value creation process and value acquisition process.