The Business Model Innovation Of Mobile Phone Enterprises Based On Internet+ Thinking

With the penetration of Internet technology in socio-economic sphere, gradually, our country transit from period of "+Internet" to period of "Internet+", the strategy of "Internet +" has been promoted to be a new engine of national economy growth. Under this background, various industries are undergoing significant changes in market and competition environment. As a most closely industry with Mobile-Internet, in order to complete their self-transformation in "Internet+" Revolution, many mobile phone enterprises have to face an important issue, that is how to transform business model and business forms under the "Internet+" thinking and how to find new profit growth point when the industry competition is increasingly fierce. Firstly, this thesis analyze the essence of "Internet+" and relevant theories of business model innovation. Then, the paper focus on "Xiaomi Model", and works on analyzing value proposition, value creation, value delivery, value capture from a perspective of "Internet+" thinking. Furthermore, the paper argues that "Xiaomi Model" success on a basis of three points, that are the establishment of community-based isolation mechanism, the mould of platform-based intermediate organization form and the shape of economic rent based on the connection dividend. Next, the paper construct performance appraise system for the innovation of "Xiaomi Model", and put forward the shortcomings of "Xiaomi Model". On the basis of case study, this paper abstract the following four ideas for business model innovation of mobile phone enterprises:Product property is excessive and the enterprises set a path of disruptive innovation; Traditional value chain dissolve, and the enterprises advocate value co-creation pattern; Supply-side economics of scale shrink, and the enterprises build a platform to shape demand-side economics of scale; The mobile phone industry come to an end of life cycle, and the enterprises set a path of inter-sectoral transition to capture connection dividend. What's more, the paper note the basic direction of innovation, namely, transiting from factors-oriented manufacturer to platform-oriented Internet service provider via cross-border resource integration. Finally, some specefic advices will be presented to instruct two categories of mobile phone enterprises to achieve business model innovation.