The Path Of Business Model Innovation Under Internet Thinking

Development of Internet technology has penetrated into every aspects of social and economic operation, deeply influence traditional business forms and caused unprecedented upheaval to the traditional enterprise market and competitive environment. Therefore, how to design an adaptable, effective business mode is a problem that traditional enterprises need to be addressed urgently. Some entrepreneurs suggested that the proper use of the "Internet thinking" which makes internet widely used in traditional corporate is an important means to achieve the traditional corporate business model innovation. However, studies found that different entrepreneur have different understandings of "Internet thinking". This is neither conductive to guide business practices nor academic research. Therefore, correctly understanding the Internet thinking content, the release of its ideological force, is an important topic of the theory and practice of business model innovation.This study uses qualitative research method to explore the term of "Internet thinking", in-depth analysis of the connotation and generated causes of the Internet thinking, and to build a path model of Internet Business Model Innovation under "Internet thinking". This study uses secondary data of Internet thinking collected by network, using classical grounded theory to encode information, finally extracted49key concepts and grouped into14categories, which are:customer orientation, value principle, value proposition, industry environment, technical environment, social environment, product interface, customer-contact, market strategy, corporate culture, means of information, organization and management, profit model, enterprise value chain, and further sort out the concepts of the relationship between areas.This study ultimately reveals that Internet thinking is under the rapid development of Internet technology and premise of social change in order to achieve the purpose of business model innovation, customer-centric, Internet-based features of the enterprise value model, marketing model, profit model, business model re-thinking, build the path model for Internet companies to achieve business model innovation, and to explain the significantly differences between Internet thinking and traditional thinking. This study further expands the contents of business model innovation, has a positive meaning to guide business practices and lead follow-up study.