Research On Enterprise "Internet Plus" Business Model Based On Grounded Theory

With the proposal of the concept of "Internet plus" and the stimulus of rele vant policies, the wave of enterprises’use of the Internet has been speeded up. Then, original business model have begun to get seriously impacted. "Internet plus" business model have affected and subverted the traditional enterprise business model. This study puts forward the grounded theory applied to discuss enterprise "Internet plus" business model after an in-depth theoretical study and accumulation of business model, enterprise business model, research methods of business model, etc. It completes the coding of 40 enterprises in China for case study through the grounded theory proposed by Strauss. There form 48 initial categories by open coding which are divided into 18 categories. Then a deep analysis of 18 categories and 238 concepts formed at the first step is made by axial coding and selective coding so as to explore the relationship between categories and concepts. According to the canonical form of axial coding, causality analysis of each category based on the nature is done, and eight main categories are obtained, including "enterprise strategic positioning", "relation network coordination", "enterprise operation system", "implementation of profit pattern", maro environment", "industry environment", "business environment", "Customer Environment". In addition, two core codes are obtained through selective coding, driving factors and component factors of enterprise "Internet plus" business model included. Afterwards, the model of component factors and influencing factors of enterprise "Internet plus" business model is obtained by constructing the relationship between main categories and core codes. On the basis of model analysis and elaboration, this study continues to discuss the classification, change and reconstruction of enterprise "Internet plus" business model, and further implements and perfects the theoretical model.The results show that enterprise "Internet plus" business model are driven by environment, aiming to finally achieve the merge of enterprise and internet through innovation of value proposition, reconstruction of value network, promotion of value delivery and enrichment of value realization. The theory of "Internet plus" business model formed in this study based on dynamics of business model provides a theoretical basis for academic researches as well as business practices.